IMPACT OF CUSTOMER BRAND EQUITY ON PURCHASING INTENTION IN PAKISTAN PHARMACEUTICAL INDUSTRY

Abstract

In Pakistan's pharmaceutical business, the research sought to determine the influence of customer purchase intentions on brand image, perception, preference, and loyalty. When it comes to the relationship between brand loyalty, brand image, brand image, purchase intention, and entrepreneurial marketing. Quantitative explanatory research has been applied in this, study, according to the findings. A convenience sampling strategy was used to obtain 424 answers from various self-service outlets and mega malls in Karachi, Pakistan, in this case. The survey instrument is based on a five-point Likert scale, which has been developed from a variety of previous studies. Research shows that brand loyalty, perception, and preference influence purchase intention that is statistically significant. It was shown that brand loyalty had the greatest effect on purchase intention, followed by brand preference, and the least impacted by brand perception; among three statistically significant factors, Entrepreneurial marketing also moderates the association between brand loyalty, perception, and choice for FMCG brands in Pakistan, according to the findings. A strong brand does not impact purchase intention, and marketing strategy does not mitigate its connection with buy intention when it comes to Pakistani Pharmaceutical products. The survey also found that the combination of all the factors predicted 34.1% percent of Pakistani consumers repurchase intention for Pharmaceutical companies. Conclusions and future research ideas are also included in the study's findings.