ABSTRACT

This study examined the determinants of consumer purchase decision making for selected pharmaceutical products in Umuahia, Abia State. However, the specific objectives are; to: examine the extent to which socialfactors affect consumer purchase decision, examine the extent to -which personal factors affect consumer purchase decision and determine the extent to -which psychologicalfactors affect consumer purchase decisionTo achieve the objectives ofthe study survey research design -was adopted. The study adopted primary data through the use of structured questionnaire. The population ofthe study is made up of100 staffand sample is 80 after adopting Taro Yamane formula. The test the hypotheses,multiple regression analysis -was used. The findings revealed that Socialfactors has a significant effect on consumer purchase decision. The findings revealed that Personal factors has a significant effect on consumer purchase decision. The study recommends that Pharmaceutical firms should consider the social factors of consumers such as status, family and reference group when marketing their products since social factors affect consumer purchase decision. The study further recommends that customer relationship marketing contributes greatly to the organizational profitability. Hence, smallscale enterprise should designed a feasible customerrelationship strategy that can identify the most profitable customers to enabled tailoring services to their needs.