BUSINESS –TO-BUSINESS CUSTOMER ATTRACTION AND RETENTION IN BUSINESS (CASE STUDY OF POKUPHARMA COMPANY LIMITED, GHANA)

Abstract

This study sets out the mechanisms to the attraction and retention of business-to-business (B2B) customers in the Ghanaian pharmaceutical industry. A total of 20 wholesale and 20 retail pharmaceutical shops wereconveniently sampled at par for the study purpose. Questionnaires’ were used to collect the data. The results show that B2B customers prioritize buying in the industry mainly because ofsellers’ product efficacy and discount offer on bulk purchase. In the industry buyers perceives that most sellers including Pokupharma has very high quality products and good corporate image.A multiple-regression analysis showed a positive moderate correlation between customers’ reasons for choosing a particular firm in the industry and the frequency of repeat purchase.Bulk discount and attractive aftersales services were important factors for B2B customers, when considering a supplier. Keywords: B2B, Customer Attraction and Retention, Pharmaceutical Industry, Ghana