The Impact Of Marketing Activities Of Pharmaceutical Companies On Physicians Prescription Pattern In Addis Ababa

The purpose of this study is to determine the impact of pharmaceutical marketing activitiespersonalrnselling on Physicians’ prescription pattern in Addis Ababa. Therefore, this study aimsrnto bridge this gap in literature and knowledge. The study employs a descriptive research designrnand uses quantitative approach. A survey is conducted by using structured close endedrnquestionnaires which is distributed to 234 doctors practicing in Addis Ababa. Descriptive,rncorrelation and multiple regression statistical tools were used to examine the relationshiprnbetween Pharmaceutical marketing activities and physicians’ prescribing behavior. The result ofrnthe research revealed that sponsoring of meetings and drug samples are best predictors ofrnphysicians prescribing behavior. Hypotheses testing revealed that there is positive andrnsignificant relationship between marketing activities of the pharmaceutical companies andrnphysicians’ prescribing behavior. Recommendation and future studies are forwarded.

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