The factors influencing customer choice of pharmaceutical brands in Sulaimani

Authors

  • Jinda Mustafa Qasim unversity of Sulaymaniyah, College of Administration and Economics
  • Pirshing Saleh Muhammad unversity of Sulaymaniyah, College of Administration and Economics

DOI:

https://doi.org/10.36325/ghjec.v18i3.14007

Keywords:

pharmaceutical marketing, prescription behavior, customer choice

Abstract

The pharmaceutical industry is an important component of health care systems throughout the world; it is comprised of many public and private organizations that discover, develop, manufacture and market medicines for human and animal health,  as Physicians play major role in the selection of medicine to consume, this study aims to determine the most important factors influencing physician prescription behavior (medicine brand choice).

In order to achieve this objective, a self-administered questionnaire designed, it was completed by 77 physicians in Sulaimani city. Iraq. Data were analyzed applying various statistical methods, such as descriptive statistics, and ANOVA.

The results show that, the most important factors influence physician’s prescription behavior are patient compliance, medicine efficacy, patient buying power, and medicine availability respectively.

this research suggests that future research may explore the factors influencing patient’s choice for over the counter medicine (OTC).

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Published

2022-09-30

How to Cite

Qasim, J. M. and Muhammad, P. S. (2022) “The factors influencing customer choice of pharmaceutical brands in Sulaimani”, Al-Ghary Journal of Economic and Administrative Sciences, 18(3), pp. 385–398. doi: 10.36325/ghjec.v18i3.14007.

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