TY - GEN
T1 - Purchase Intention Based on the Brand Value of Pharmacies in a Locality of the Peruvian Highlands
AU - Huerta-Soto, Rosario
AU - Ramirez-Asis, Hernan
AU - Mukthar, K. P.Jaheer
AU - Rurush-Asencio, Roger
AU - Villanueva-Calderón, Juan
AU - Zarzosa-Marquez, Eva
N1 - Publisher Copyright:
© 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.
PY - 2023/1/1
Y1 - 2023/1/1
N2 - 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.
AB - 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.
KW - Brand value
KW - Consumer
KW - Pharmacy
KW - Purchase intention
UR - https://www.scopus.com/pages/publications/85152563168
U2 - 10.1007/978-3-031-26956-1_7
DO - 10.1007/978-3-031-26956-1_7
M3 - Conference contribution
AN - SCOPUS:85152563168
SN - 9783031269554
T3 - Lecture Notes in Networks and Systems
SP - 67
EP - 78
BT - Digitalisation
A2 - Alareeni, Bahaaeddin
A2 - Hamdan, Allam
A2 - Khamis, Reem
A2 - Khoury, Rim El
PB - Springer Science and Business Media Deutschland GmbH
T2 - International Conference on Business and Technology, ICBT 2022
Y2 - 23 March 2022 through 24 March 2022
ER -