Effects of Promotional Mix on Physician Prescription Behavior Mediated by the Brand Image: In the Case of Government Hospitals
No Thumbnail Available
Date
2023-07
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
The purpose of this study was to investigate the effects of promotional mix on physician prescription behavior mediated by brand image in the case of government specialized hospital in Addis Ababa. Based on research objectives and proposed hypotheses, quantitative research approach with explanatory research design adopted. Physician have been currently working at government specialized hospitals in Addis Ababa were taken as a study population. A sample of 207 physicians was selected using convenience sampling technique. Primary data from the targeted respondents were collected through self-administered questionnaires, and analyzed using SPSS version 20.0. Both descriptive and inferential statistics were used for analysis of demographic profiles of the respondents, promotional mix, and brand image and physician prescription behavior variables. The results of the findings revealed that all promotional mix elements, except publicity had positive and significant effect on physician prescription behavior. Amongst them, direct marketing had relatively the strongest positive and significant effect on prescription behavior of physician. Advertising and personal selling had also higher effects next to direct marketing. Sales promotion was found to be the least effective promotional mix tool. Moreover, brand image showed a mediating effect on the relationship between promotional mix and physician prescription behavior. It can be concluded that pharmaceutical promotions and brand image of a drug are good predictors of physician prescription behavior pattern
Description
Keywords
Promotional mix, Brand image