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
