Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/217998 
Year of Publication: 
1988
Citation: 
[Journal:] South African Journal of Business Management [ISSN:] 2078-5976 [Volume:] 19 [Issue:] 3 [Publisher:] African Online Scientific Information Systems (AOSIS) [Place:] Cape Town [Year:] 1988 [Pages:] 99-108
Publisher: 
African Online Scientific Information Systems (AOSIS), Cape Town
Abstract: 
The authors investigate opinion leadership at the retail pharmacy level with regard to the purchase of health and beauty aid products. The characteristics of opinion leaders are identified and both pharmacists and pharmacy assistants are assessed in terms of these characteristics. The proposition that both the pharmacist and the pharmacy assistant qualify as opinion leaders is confirmed using a sample of 251 white, female consumers of health and beauty aid products. The implications of this finding for both pharmacy retailers and the manufacturers/marketers of health and beauty aid products are discussed.
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.