CONSUMER PERCEPTION OF SELECTED PHARMACEUTICAL ADVERTISEMENTS IN NIGERIA

This study examined consumer perception of selected pharmaceutical advertisements in Nigeria such as Lonart, Andrews Liver Salt and Panadol as they relate to consumer satisfaction. The study aimed at finding the effects of pharmaceutical advertisements in Nigeria. The study used the survey research method. Specifically, data were collected via questionnaire. Findings revealed that pharmaceutical advertisements in Nigeria are not completely misleading. The study also showed that pharmaceutical advertising provides consumer satisfaction. The study further unravelled that pharmaceutical advertisements are embedded with appeals. It was equally found that pharmaceutical advertising encourages self-prescription among the Nigerian public. The study concluded that pharmaceutical advertising provides satisfaction to consumers. Based on the findings, it was recommended among other things, that advertisers and sponsors of pharmaceutical advertisements should persuade and guide prospective consumers to first visit the hospital and conduct proper test before consuming any advertised medication.