A Study Of Attitude And Perceptions Of Pharmaceutical Value Chain Members Towards Consumer Promotions

Shweta Srivastava and Anand Sharma

Paradigm, 2010, vol. 14, issue 2, 45-55

Abstract: This study is an attempt to analyze the attitude of pharmaceutical value chain members towards sales promotion schemes. The researchers have studied the factors that managers/sales staff believe are important for the company to offer trade/consumer promotions. It has been observed that consumer promotions are focused on long term as well as short term goals. The study also revealed that there is a close relationship between sales promotion and the structural variables of the company. So it is recommended that companies should critically analyze its structural variables before formulating and implementing its sales promotion strategies. Collected data have been analyzed to extract as much as the underlying factors.

Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:sae:padigm:v:14:y:2010:i:2:p:45-55

DOI: 10.1177/0971890720100206

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