Physician behaviour towards marketing of pharmaceuticals products

Abstract

The objective of this research has been to examine the factors that a physician takes into account while prescribing a drug, contribution of demographic variables in a physician s behaviour and the attitude of physician towards the relationship with medical representative(s) (MR). Physicians attitude for different issues has been compared across age, gender, income, and education. The research study has been undertaken based on a sample of ten hospitals i.e. six public hospitals and four private hospitals located in the region of Chandigarh (Union Territory) and SAS Nagar (Mohali), Punjab. From the given sample of hospitals, 530 physicians were approached on the basis of a list of doctors prepared, and nth doctor approached in the hospitals with appointment. It has been found that physicians have optimistic view regarding product quality, advertising, operating philosophy of pharmaceutical firms, consumer responsibilities, consumerism, government regulations and other marketing activities. newline