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Promotional Tools: Do Physicians Really Bite The Hook?

Drishtikon: A Management Journal

Volume 5 Issue 2

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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