Abstract:
The objective of this study is to examine the effect of consumer experience, brand trust, price
sensitivity, and perceived product efficacy on the repeat purchase intention in the pharmaceutical
industry in the Sri Lanka Colombo district. The healthcare sector has observed the wave of
increasing competition and consumer awareness, hence, the firms should understand factors that
engage the consumers in loyalty, and this would go a long way in helping the pharmaceutical
retailers and marketers to survive.
To carry out, a structured questionnaire that was distributed to 150 respondents was given a
quantitative research design. The data were analysed using SPSS, undertaking descriptive
statistics, reliability testing, correlation analysis, chi square test, and multiple linear regression to
examine relationships between variables. Findings indicated that consumer experience is the
strongest predictor for repeat purchase intention, and it did not correlate negatively with repeat
purchase behavior, in line with all hypothesized relationships.
About the selected variables, the regression model accounted for 98.7 percent of the variance of
repeat purchase intention, indicating the strength of influence these variables play in determining
consumer loyalty. The findings of these studies are valuable to the pharmaceutical businesses
that desire improving customer retention through improved service delivery, their trust building,
their strategic pricing, and their promotion of the product’s efficacy.
Along with contributions to academic literature, it provides potential practical strategies for
pharmaceutical marketing in developing markets such as Sri Lanka. The focus is to give
recommendations to industry stakeholders to fortify brand customer relationships and increase
long-term loyalty in the urban healthcare market.
