Mediating and Marketing Factors Influence the Prescription Behavior of Physicians: An Empirical Investigation

Rizwan Raheem Ahmed, Jolita Vveinhardt, Dalia Streimikiene () and Muhammad Awais
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Rizwan Raheem Ahmed: Indus University, Gulshan, Karachi,
Jolita Vveinhardt: Lithuanian Sports University, Kaunas,
Dalia Streimikiene: Lithuanian Sports University, Kaunas,
Muhammad Awais: Indus University, Gulshan, Karachi,

The AMFITEATRU ECONOMIC journal, 2016, vol. 18, issue 41, 153

Abstract: The authors present general review of the literature and the results of an empirical research on the subject. A cross-sectional questionnaire-based survey was conducted, being answered by 350 respondents: mix of graduate and post graduate doctors of private and public hospitals of Karachi City, and pharmaceutical personnel (mix of sales and marketing) of national and multinational pharmaceutical companies operating in Pakistan. To test hypothesis, structural equation modelling (SEM) was employed using AMOS 7 software package. As data are normally distributed, maximum likelihood method of estimation was used. Factorial ANOVA also enables us to examine the interaction effect between the factors. The results from factorial ANOVA test all the hypotheses of model, and results were declared significant at p

Keywords: prescription behaviour; mediating factors; marketing variables. (search for similar items in EconPapers)
JEL-codes: M30 M31 M39 (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:aes:amfeco:v:41:y:2016:i:18:p:153

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