An investigation of willingness to buy generic prescription medicines in Australia
This paper investigates consumer perception on prescription generic medicines (PGM) in Australia. Specifically, it examines how consumer concern and consumer knowledge about counterfeit medicines influence attitudes towards generic prescription medicine and willingness to pay more for branded prescr...
| Main Authors: | , |
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| Format: | Working Paper |
| Published: |
School of Marketing, Curtin Business School
2010
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/15969 |
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