Factors Explaining Consumer’s Attitudes Towards Buying Counterfeit Drugs in North Cameroon


  • Clémence Kayou Tayou Université De Maroua
  • Halidou Mamoudou Université De Maroua
  • Jules Roger Feudjo University of Dschang-Cameroon


attitude; counterfeit drugs; perceived risk; perceived quality


The purpose of this research is to identify the determinants of the attitude towards counterfeit drugs
and to analyze the effect of this attitude on the purchasing behavior of Cameroonian consumers. The purchase
of illicit drugs requires a better understanding of consumer behavior if the authorities are to effectively combat
the development of this scourge. Data were collected by questionnaire from 696 households in the cities of
septentrional zone of Cameroun. The use of regression tests on the determinants of attitude towards counterfeit
drugs. The results reveal that attitude towards counterfeit drugs depends on certain socio-demographic factors,
product-related factors, and psychographic factors. However, product-related factors, such as perceived quality
and the price differential between the original and the counterfeit drug, are the most important. These results
are similar to those of Le Roux (2015). The counterfeit drug market is resistant to anti-counterfeiting campaigns
mainly because patients find relief at a lower cost.

Author Biographies

Clémence Kayou Tayou, Université De Maroua

PhD, Management Sciences

Halidou Mamoudou, Université De Maroua

Professor of Management Sciences

Jules Roger Feudjo, University of Dschang-Cameroon

Professor, Associate in Management Sciences


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