DC Field | Value | Language |
dc.contributor.author | HAILESLLASSIE, TEMESGEN | - |
dc.date.accessioned | 2021-12-28T12:30:06Z | - |
dc.date.accessioned | 2021-12-28T12:30:07Z | - |
dc.date.available | 2021-12-28T12:30:06Z | - |
dc.date.available | 2021-12-28T12:30:07Z | - |
dc.date.issued | 2021-04 | - |
dc.identifier.uri | . | - |
dc.identifier.uri | http://hdl.handle.net/123456789/6678 | - |
dc.description.abstract | This study was conducted to explore the effect of pharmaceutical promotion strategies on
prescribing behavior of physicians and determine promotional tools which are effective in
influencing the prescribing behavior of physicians. Furthermore, the study also focused to examine
the relationship between various kinds of promotional tools with demographic variables of
physicians. A Cross-sectional survey strategy was used. And data was collected through selfadministered
questionnaire to selected physicians in Addis Ababa. Purposive or judgmental
sampling method was followed. Data was analyzed on the basis of responses provided by 270
respondents. Factor analysis was used for data reduction and ANOVA and F-test and
Independent-Sample t test for hypothesis testing. Analysis results show that the personal selling
and sales promotion has been perceived to be the most influencing strategy whereas the personal
selling itself has been revealed to be the second most important factor. The advertising, sales
promotion and educational promotional tools strategies have also perceived to the third, fourth
and fifth important influencing factors respectively. Finally, public relation strategy is perceived
to be the least important factor by physicians. Findings of the present study can help
pharmaceutical companies in designing their promotion strategies that are more effective in
influencing the prescribing behavior of physicians. Moreover, the information offered by
pharmaceutical companies to physicians may help to develop their professional competency. | en_US |
dc.language.iso | en | en_US |
dc.publisher | ST. MARY’S UNIVERSITY | en_US |
dc.subject | Pharmaceutical promotion strategies, Physician prescribing behavior, Promotional tools, Personal selling, Advertising, Sales promotion and Public relation. | en_US |
dc.title | THE IMPACT OF PHARMACEUTICAL PROMOTION STRATEGIES ON PRESCRIBING BEHAVIOR OF PHYSICIANS IN ADDIS ABABA CITY. | en_US |
dc.type | Thesis | en_US |
Appears in Collections: | Business Administration Business Administration
|