This study is an empirical investigation of consumer satisfaction
with the provision of medicine in Egypt.
One way to look at consumer protection in the medicine market
is to explore consumer satisfaction with the provision of medicine.
A further way is to investigate the various consumption patterns of
medicines (in terms of expenditures). Both ways are combined
together in this investigation to gain an insight into the
protection provided to the Egyptian consumers in the medicine
market. The findings are then used to make recommendations in order
to improve medicine provision and protection in Egypt. In addition,
the study aims to contribute theoretically by presenting a
conceptual model of consumer satisfaction. Further, the work tries
to determine the components of consumer satisfaction with respect
to the underlying factors and the degree of satisfaction
experienced by the Egyptian consumers.
The rationale of the second objective of this study was to
investigate whether consumer segments exist in the Egyptian market
on the basis of consumer satisfaction with the provision of
medicine products with particular demographic and socio-economic
characteristics. Ho such clear segments emerged.
It was hypothesized that: (1) there are no significant
differences among Egyptian consumers with different demographic and
socio-economic characteristics on the basis of their satisfaction
with the provision of medicine products and (2) there is no
significant relationship between the consumption patterns of
medicines (in terms of expenditure) and consumer demographic and
socio-economic (in terms of sex, age, income, education,
occupation, marital status, family size).
The primary data required was collected via personal
interviews using a structure questionnaire. ' Information was
collected on consumer attitudes, opinions and demography / socioeconomy. A random multi-stage area sample of 1300 consumers was
chosen. Respondents were selected from two cities, Cairo and Giza. From that sample, 938 usable cases of data were obtained and
analysed.
Two scales of measurement are employed in this study. First,
an interval scale to measure consumer satisfaction on a set of
variables and statements as well as to investigate consumption
patterns of medicines. Second, a nominal scale was used to record
information on consumers' demographics and socio-economics.
The reliability of the satisfaction scale employed in this
study was statistically tested using Cronbach's Alpha. In addition,
five different types of analysis are used to achieve the research
objectives (i.e., factor analysis, cluster analysis, discriminant
analysis, ANOVA, multiple regression analysis). Factor analysis is
used to analyse the set of satisfaction variables to determine the
underlying factors of consumer satisfaction. The degree of
satisfaction with those factors is also calculated to determine the
extent to which consumers are satisfied with each factor. It was
found that packaging and labelling contribute most to the variance
explained and are the factors with which consumers are most
satisfied. Consumers are least satisfied with medicine price and
availability of medicines.
Cluster analysis is utilized in this study to explore the
similarities and dissimilarities between the Egyptian consumers
segments on the basis of their satisfaction with respect to the
twelve factors identified and the statements. However, this
analysis did not bring out segments. This was confirmed by
discriminant analysis. ANOVA was therefore employed to investigate
the similarities and dissimilarities among consumers with different
demographic and socio-economic characteristics. Multiple regression
analysis was used to determine the relationship between consumption
patterns (dependent variable) and consumer demographic and socioeconomic. The study found that sex, age, income, education, family
size and marital status do affect satisfaction with, and
consumption of, medicine products. In addition, the research
hypotheses are tested via ANOVA (F Ratio) and T tests.
The study makes a contribution to knowledge in three areas,
theoretical, empirical and practical. The main theoretical
contribution is the building of a conceptual model of consumer
satisfaction, while the empirical contribution is that this type of study has not been carried out before into consumer satisfaction
with medicines in a developing country.
Finally, the practical contribution is the significant
implications arising from the work for all the players in the
medicine arena, especially the Egyptian government, since, the
study reveals that the Egyptian consumers feel that the provision
of medicine is less than satisfactory.
The thesis concludes with recommendations for further consumer
behaviour research, empirical studies of consumer satisfaction and
actions which need to be taken by the Egyptian government,
particularly to improve the medicine provision situation in Egypt
and provide the Egyptian consumer with adequate protection.