أثر ممارسة المزيج التسويقي لشركات بيع الأدوية و الصيدليات على الخداع التسويقي من وجهة نظر المستهلك في محافظة الخليل

الملخص EN

This study investigates the effect of the practice of the marketing mix of pharmaceutical companies and pharmacies on marketing deception from the point of view of the consumer in Hebron Governorate.

The researcher designed a questionnaire consisting of two dimensions and then the distributed it to a random sample of consumers.

A total of 285 questionnaires wer distributed, 280 questionnaires were retrieved, and (18) questionnaires were excluded, with a total of 262 remaining usable questionnaires.

The data were analyzed statistically using the SPSS program, and the study concluded with the following results: The level of arithmetic averages and standard deviations of the effect of the effect of the marketing mix practice of drug sales companies and pharmacies on marketing deception from the point of view of the consumer in Hebron Governorate "was high on all the axes of the study.

The results also indicated that the degree of response of the sample members was largely about the impact of the marketing mix practice of drug selling companies and pharmacies on the marketing deception of distribution from the point of view of the consumer in the Hebron governorate with a mean (3.89) and a standard deviation (0.94) where it was a relative weight (79.28).

The study recommended the necessity of activating the supervision of the Palestinian drug market and raising the level of awareness by the concerned authorities and informing the consumer of the mechanisms of pharmacies work in a better way.