Purchase Intention Based on the Brand Value of Pharmacies in a Locality of the Peruvian Highlands

Huerta-Soto R.; Ramirez-Asis H.; Mukthar K.P.J.; Rurush-Asencio R.; Villanueva-Calderón J.; Zarzosa-Marquez E. · Lecture Notes in Networks and Systems (2023) · DOI: 10.1007/978-3-031-26956-1_7

Resumen

The aim of this research was to identify the relationship between brand value and purchase intention in pharmacies in the city of Huaraz, 2021. The type of study that was applied was observational, with a correlational, transactional level not experimental. To collect the information, a 22-question questionnaire was applied on the Likert scale. The study comprised a total city of 180,000 consumers, with a stratified sample of 384 consumers from the most recognized pharmacies (Inkafarma, Farmarecuay and Mifarma) in the pharmaceutical sector within the city. In the results got, it was evidenced that there is a moderate positive significant correlation of 0.634 based on the general hypothesis of brand value and purchase intention, while, of the four specific hypotheses, the brand loyalty dimension is the one with the greatest impact in the purchase intention.

Instituciones: Universidad César Vallejo; Universidad Señor de Sipán; Universidad Nacional Santiago Antúnez de Mayolo