Mystery Written on Prescription Pads: Exploring Marketing Factors Influencing Prescription Behaviour using the AHP Approach
Mystery Written on Prescription Pads: Exploring Marketing Factors Influencing Prescription Behaviour using the AHP Approach

Summary/Abstract: The Indian Pharma market is highly fragmented & nature of competition is intense. Further, in modern times influencing doctors’ prescription decision has become very complex as there is little systematic knowledge about factors affecting the doctors’ prescription behaviour and the weight of individual factor. This study aims to demystify this complex prescription behaviour of doctors, through examining the above mentioned factors. For this purpose, a focus group study will be followed by a quantitative study using the Analytic Hierarchy Process (AHP) approach. The findings of the study will have important implications for the marketers in order to do proper allocation of their resources, to improve their promotional efficiency

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