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Influence of Pharmaceuticals Marketing on Prescription Choice Behavior: An Empirical Evidence of Bangladesh


Mr. Maniruzzaman, Mahamudul Hasan

The study aims to investigate the impact of Pharmaceuticals Marketing on Prescription choice behavior of Doctors in Pharmaceuticals industry of Bangladesh. The respondents of the study were Doctors and Medical representatives. The researchers have used a structured questionnaire to collect data from 26 Doctors and 89 Medical Representatives. One sample t-test and two independent sample t-test have been utilized to analyze and present the data. The study shows that Pharmaceuticals Promotional tools have significant effect on the prescription choice of Doctors. However, there exist significant differences in the perception of Medical Representatives and Doctors regarding the effectiveness of each promotional tool. MR’s provide more importance on pharmaceuticals promotional tools than the importance given by Doctors. Nevertheless, both groups think that these promotional tools are essential to influence the prescription choice behavior. The results of the study have significant importance for Pharmaceuticals managers, consumer Rights Activist groups and Policy planners of Pharmaceuticals Marketing in Bangladesh.

Keywords: Pharmaceuticals Marketing, Prescription Choice Behavior, Bangladesh