Promotional Tools: Do Physicians Really Bite The Hook?
Published: 2014
Author(s) Name: Vinita Srivastava, Meenakshi Handa, Anupama Vohra |
Author(s) Affiliation:
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Abstract
This study focuses on promotion done by pharmaceutical industry and its
influence on physician prescription behavior. Primary data for the study
was collected through a survey of physicians. A total of 189 physicians
participated in the study. The predictors of prescription behavior were found
to be Offers, Advertisement and Medical representative. The predictors
are able to explain 20.2 percent of the physician prescription behavior. In
this study researchers also attempted to establish a relationship between
the variables explored. The study shall be able to guide the marketers in
opting for an appropriate promotion mix.
Keywords: Decision Making, Physician Prescription Behavior, Promotion
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