Chapter 9: A Study in Pharmacies in the Ancash Region of Peru: Brand Loyalty and Purchase Intent

Maintaining a good brand reputation is crucial in the modern era of marketing management. However, despite the great interest in this topic, there is little research on the mechanisms of brand equity creation and the results that derive from it. The purpose of this research was to determine whether or not there is a connection between consumers’ perceptions of a pharmacy’s brand and their likelihood to make a purchase there. The methodology used was observational research using a combination of correlation and transaction, but was not experimental. Data were collected through a 22-question survey using a Likert scale style. A stratified sample of 234 customers from the four major pharmacy chains in the city (Farmarecuay, Inkafarma, Mundialfarma and Mifarma) was used. With a standard root mean square residual(SRMR) of 0.032, the confirmatory model is relevant within its range of precision, while the perceived quality dimension has the greatest impact on purchase intention. Both the brand value (R2 = 0.895) and the purchase intention (R2 = 0.770) coefficients of determination demonstrate a strong causal association between the variables under study.