THE EFFECTS OF PROMOTIONAL MIX ON PHYSICIAN PRESCRIPTION BEHAVIOR MEDIATED BY BRAND IMAGE IN THE CASE OF PRIVATE GENERAL HOSPITALS, ADDIS ABABA

Abstract

The purpose of this study was to investigate the effects of promotional mix on physician prescription behavior mediated by brand image in the case of private general hospitals in Addis Ababa. Based on the research objectives and proposed hypotheses, quantitative research approach with explanatory research design adopted. Physician had been currently working at private general hospitals in Addis Ababa were taken as a study population. A sample of 150 physicians was selected using convenience sampling technique. Of which 133 valid and usable responses were collected and used for analysis. Primary data from the targeted respondents were collected through self-administered questionnaires, and analyzed using SPSS version 20.0. Both descriptive and inferential statistics were used for analysis of demographic profiles of the respondents, promotional mix, and brand image and physician prescription behavior variables. The results of the findings revealed that all promotional mix elements, except advertising, had positive and significant effect on physician prescription behavior. Amongst them, public relations had relatively the strongest positive and significant effect on prescription behavior of physician. Sales promotion and personal selling had also higher effects next to public relations. Direct marketing was found to be the lest effective promotional mix tool. Moreover, brand image showed a mediating effect on the relationship between promotional mix and physician prescription behavior. It can be concluded that pharmaceutical promotions and brand image of a drug are good predictors of physician prescription behavior pattern