Influence of Promotional Tools and Physicians’ Demographics: A Study of Indian Pharmaceutical Industry
Keywords:
Pharmaceutical Industry, Promotional Tools, Physician DemographicsAbstract
This paper attempts to study the association between physicians’ demographics and promotional tools influence on prescription behaviour. This paper is part of a larger study. Primary data for the study from physicians was collected through a survey using a structured questionnaire. One thousand physicians were identified through systematic random sampling. The questionnaire was administered face to face through personal visits in physicians’ chambers in the hospitals. A significant association is found between practicing years and educational programs, medical representative and samples influence on prescription behaviour. Qualification of respondents’ was found to be related with medical representative’s influence on prescription behaviour. Physicians with the qualification of Master of Surgery have the highest mean influence on prescription behaviour. A significant association was found between specialty of physicians’ and mean influence score of medical representative, gifts and samples. Orthopaedics specialty scored highest for the mean influence score of medical representative. Numbers of prescriptions were found to e associated with educational programs influence on prescription behaviour. Physicians writing 21 to 50 rescriptions in a week were found to be most influenced by educational programs.
How to cite this article: Srivastava V. Influence of Promotional Tools and Physicians’ Demographics: A Study of Indian Pharmaceutical Industry. J Adv Res Oper Markt Mgmt 2018; 1(1): 14-26.
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