FACTORS DETERMINING PHYSICIANS' LOYALTY TO PHARMACEUTICAL BRANDS IN PESHAWAR

Abstract

The present study on Factors Determining Physicians' Loyalty to Pharmaceutical
Brands in Peshawar was undertaken with purpose to determine the relationship
between physicians' loyalty to pharmaceutical brands in the context of product quality,
brand image and regular visits of medical representatives. Product quality, brand
image and regular visits of medical representatives were three independent variables
and Physicians' Loyalty was the dependent variable of the study. A sample size of 120
out of 550 doctors as respondents were selected through simple random sampling
practicing in Peshawar city. Data was collected through a five-point Likert scale
questionnaire. There were total 16 questions in the questionnaire and each variable
contained 4 questions. The data was analyzed using descriptive statistics, factor
analysis, Pearson's correlations and multiple-regression through SPSS. The results of
the research revealed that regular visits of medical representatives have the most
significant and positive relationship with physicians' loyalty to pharmaceutical brands.
Product quality and brand image also showed significant positive relationship with
physicians' loyalty to pharmaceutical brands. Organizations can enhance physician's
loyalty by focusing product quality, brand image and continuous interactions of medical
sales representatives with physicians, which in turn, will be helpful in achieving good
market share and increased revenue.