KOREASCHOLAR

GENERIC MEDICINE BELIEFS AMONG GENERATION Y SOUTH AFRICANS

Helen Inseng Duh, Chuma Diniso
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/314550
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.101-107
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study was conducted to investigate Generation Y (Gen Y) South Africans’ beliefs about generic medicines. The results indicate that Gen Y believe in the important attributes of generic medicines. Younger, black and ungraduated Gen Y have less belief in the efficacy of generic medicine than older, non-blacks and postgraduates.

Keyword
generic medicinebeliefsconsumer decision-makingGeneration YSouth Africans
Author
  • Helen Inseng Duh(University of the Witwatersrand, South Africa)
  • Chuma Diniso(University of Johannesburg, South Africa)