Publication:
Investigating the impact of marketing mix strategies on physicians’ satisfaction in the Yemeni pharmaceutical industry
Investigating the impact of marketing mix strategies on physicians’ satisfaction in the Yemeni pharmaceutical industry
Date
2014-02
Authors
Mohsen Ali Murshid
Mohd Suberi Ab. Halim
Abdullah Osman
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Volume Title
Publisher
Research Projects
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Abstract
Previous studies have paid much attention on marketing mix strategy and
customer satisfaction, but none has explored in pharmaceutical industry. This
study fills this research gap. The main purpose of this study is to investigate the
impact of marketing mix strategies employed by local pharmaceutical
companies on physicians’ satisfaction with locally manufactured drugs in
Yemen. Therefore, this study proposes the rare and novel constructs respectively
marketing mix and physician satisfaction and provides a research framework to
explore the relationships among product, price, promotion and place of local
drug and physician satisfaction. The data for this study was collected by of selfadministrated
questionnaire from sample of 300 specialist physicians in Sana’a
city. Out of 300 questionnaires, 192 were returned by the end of September,
2013. Data were analyzed by using software SPSS-19 version by adopting the
statistical techniques regression. The results of the study showed that four
marketing mix strategies were significant and have positive impact on
physicians’ satisfaction. The results of this study can be used as guideline for
marketing management in Yemeni pharmaceutical industry to be more
successful in planning their marketing strategies and programs.
Description
Keywords
Pharmaceutical industry,
Marketing mix strategy,
Physicians’ satisfaction