Consumer Experience, Brand Trust And Price Sensitivity On Repeat Purchase

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.