The Impact of Marketing Activities of Pharmaceutical Companies on Physicians’ Prescription pattern in Addis Ababa
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Date
2020-10
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Journal ISSN
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Publisher
A.A.U
Abstract
The purpose of this study is to determine the impact of pharmaceutical marketing activitiespersonal
selling on Physicians’ prescription pattern in Addis Ababa. Therefore, this study aims
to bridge this gap in literature and knowledge. The study employs a descriptive research design
and uses quantitative approach. A survey is conducted by using structured close ended
questionnaires which is distributed to 234 doctors practicing in Addis Ababa. Descriptive,
correlation and multiple regression statistical tools were used to examine the relationship
between Pharmaceutical marketing activities and physicians’ prescribing behavior. The result of
the research revealed that sponsoring of meetings and drug samples are best predictors of
physicians prescribing behavior. Hypotheses testing revealed that there is positive and
significant relationship between marketing activities of the pharmaceutical companies and
physicians’ prescribing behavior. Recommendation and future studies are forwarded.
Description
A Thesis Submitted to Addis Ababa University College of Business
and Economics, Graduate Studies in Partial Fulfillment of the
Requirements for the Degree of Master of Business Administration,
Specialization in Management
Keywords
Detailing, Meetings, Physician, prescribing