Abstract

ROZANO SUPLET, Mercedes; GOMEZ SUAREZ, Mónica  and  DIAZ MARTIN, Ana M.ª. Customer perceptions of perceived risk in generic drugs: the Spanish market. Innovar [online]. 2009, vol.19, n.34, pp.53-64. ISSN 0121-5051.

This study examines the relationship between perceived risk dimensions in the generic drug market. This topic has not been sufficiently investigated from a marketing point of view. Its study is thus of great interest from both academic and social points of view. After analysing the relevant literature, the current research work thus proposed a model for analysing the mediating role played by psychological risk in influencing other risk factors regarding overall risk. The model was tested via a field study capturing consumer perceptions of risk when buying generic drugs. The results of structural equation modelling indicated that both psychological and physical risk have a positive, direct effect on perceived risk. The results also showed that psychological risk mediated the effects of performance and economic and social risk on overall risk. Public agents involved in developing the generic drug market should thus try to reduce perceptions of risk amongst consumers, placing special emphasis on physical and psychological risk factors. This would increase consumer trust in generic drugs and encourage patients to playing an active role in asking their physicians and pharmacists for these types of drug.

Keywords : generic drug; perceived risk; consumer behaviour; structural equation model.

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