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Table 5 Perceived influence of product strategy on physicians’ prescribing behavior in hospitals of Dessie, Ethiopia (n = 136)

From: Influence of pharmaceutical marketing mix strategies on physicians’ prescribing behaviors in public and private hospitals, Dessie, Ethiopia: a mixed study design

No. Description SDa
N (%)
Da
N (%)
Na
N (%)
Aa
N (%)
SAa
N (%)
Mean ± SD
1 Country of pharmaceutical product manufacturer 6 (4.4) 14 (10.3) 36 (26.5) 52 (38.2) 28 (20.6) 3.60 ± 1.06
2 Image of pharmaceutical company 4 (2.9) 24 (17.6) 33 (24.4) 49 (36) 26 (19.1) 3.51 ± 1.08
3 Supportive evidence of the efficacy of the medicine given by pharmaceutical company 0 (0) 10 (7.4) 20 (14.6) 64 (47.1) 42 (30.9) 4.01 ± 0.86
4 Release of new innovations or combinations of drugs 1 (0.7) 12 (8.8) 17 (12.6) 52 (38.2) 54 (39.7) 4.07 ± 0.97
5 Form of delivery of the medicine 1 (0.7) 15 (11) 20 (14.7) 64 (47.1) 36 (26.5) 3.88 ± 0.95
6 Easy to remember brand names 9 (6.6) 22 (16.2) 31 (22.8) 55 (40.4) 19 (14) 3.39 ± 1.11
7 Reputation of the source of medicine 9 (6.6) 16 (11.8) 42 (30.8) 50 (36.8) 19 (14) 3.40 ± 1.07
8 Quality of medicine 2 (1.5) 11 (8.1) 13 (9.5) 53 (39) 57 (41.9) 4.12 ± 0.98
9 Fixed-dose packaging of the product 5 (3.7) 18 (13.2) 21 (15.5) 52 (38.2) 40 (29.4) 3.76 ± 1.12
10 Full therapy packaging 8 (5.9) 24 (17.6) 26 (19.1) 51 (37.5) 27 (19.9) 3.48 ± 1.16
  1. aResponses ranged from strongly disagree (1) to strongly agree (5)