Abstract

A focus on understanding the attributes that impact product evaluation is important in developing effective
marketing strategies of branded and generic drugs. This Quantitative cross-cultural study examines whether a
relationship exists between product evaluation attributes and consumer product trust and loyalty of branded and
generic drugs. This study examined the attributes of gender, country, product involvement, and consumer
knowledge.A self-administered questionnaire was utilized to collect data from patients and employees from two
different healthcare centers, one in Kenya and the other in central Florida. The outcome of the study indicated
that there was a correlationbetween several of these attributes and consumer product trust of generic and branded
drugs. Implications and limitations of this study are discussed. Despite of its limitations, the results of this study
lay down a strong foundation for further research on this subject.

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