أثر عناصر المزيج التسويقي الدوائي على قرار شراء الأدوية محلية الصنع : دراسة تطبيقية في مدينة عمان

الملخص EN

The aim of this research is to know the impact of medicine marketing mix elements on buying decision of Jordanian patients in pharmacies for local medicines outside prescription in terms of (drug product, price, distribution, promotion).

The questionnaire of the research is consisting of two Parts: First Part is regarding demographic variable of the respondents, the Second Part is regarding the research variables.

800 questionnaires were distributed to sample of patients, and only 740 useable questionnaires were used.

This constitutes a response rate of about 92.5%.

The results of all hypotheses indicate that medicine marketing mix elements has impact on buying decision of Jordanian patients in pharmacies for local medicine.

The research recommends that Producers are advised to improve the quality of their local medicine products, also must work to intensify promotional activities in the form which makes their products compete with imported products.