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Register a new userThe relative importance of the effect of the marketing mix elements in the decision to buy medicines from the point of view of pharmacists in the city of Damascus
الأهمية النسبية لتأثير عناصر المزيج التسويقي في قرار شراء الأدوية من وجهة نظر الصيادلة في مدينة دمشق
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Syrian Virtual University رسالة ماجستير
Publication date
2016
and research's language is
العربية
Created by
Shamra Editor
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قامت هذه الدراسة على أساس قياس الأهمية النسبية لتأثير عناصر المزيج التسويقي لشركات الأدوية العاملة في السوق السورية في القرار الشرائي، و ركزت على القرار الشرائي للصيادلة كونهم أحد أهم الوسطاء الذين يقومون بشراء الأدوية من شركات الأدوية ليعاد بيعها للمستهلكين النهائيين (المرضى).
the present study based on the measurement of the relative importance of the effect of the marketing mix elements for pharmaceutical companies operating in the Syrian market in the decision SPV, focused on the decision SPV for pharmacists because they are one of the most important middlemen who buy drugs from pharmaceutical companies to be sold to end-consumers (patients).
Artificial intelligence review:
Research summary
تناولت هذه الدراسة تأثير عناصر المزيج التسويقي على قرار شراء الأدوية من وجهة نظر الصيادلة في مدينة دمشق. اعتمدت الباحثة على استبيان وزع على 100 صيدلي، استرد منها 88 استبيانًا صالحًا للتحليل. وأظهرت النتائج أن السعر هو العنصر الأكثر تأثيرًا في قرار الشراء، يليه التوزيع، ثم الترويج، وأخيرًا المنتج. كما أظهرت الدراسة أن التصاميم الجذابة للمنتج والسمعة الجيدة بين الصيادلة وأسعار المنتجات المتناسبة مع دخول الأفراد هي الأكثر تأثيرًا. وأوصت الدراسة بالتركيز على تحسين تصاميم المنتجات وتقديم أسعار منافسة، وعدم التركيز على الحصول على امتيازات دولية أو المشاركة في المعارض.
Critical review
دراسة نقدية: تعتبر هذه الدراسة مهمة لفهم تأثير عناصر المزيج التسويقي على قرار شراء الأدوية، ولكن هناك بعض النقاط التي يمكن تحسينها. أولاً، العينة المستخدمة قد تكون غير كافية لتمثيل جميع الصيادلة في دمشق، مما قد يؤثر على تعميم النتائج. ثانيًا، لم يتم التطرق بشكل كافٍ إلى تأثير العوامل الاقتصادية والسياسية الراهنة في سوريا على قرارات الشراء. ثالثًا، كان من الأفضل استخدام أساليب تحليلية أكثر تعقيدًا مثل النمذجة الهيكلية لتحليل العلاقات بين المتغيرات بشكل أعمق. وأخيرًا، كان يمكن أن تكون التوصيات أكثر تفصيلًا وملائمة للتطبيق العملي.
Questions related to the research
-
ما هو العنصر الأكثر تأثيرًا في قرار شراء الأدوية من وجهة نظر الصيادلة في دمشق؟
العنصر الأكثر تأثيرًا هو السعر.
-
ما هي الجزئيات الأكثر تأثيرًا ضمن المزيج التسويقي في قرار الشراء؟
التصاميم الجذابة للمنتج، السمعة الجيدة بين الصيادلة، وتناسب أسعار المنتجات مع دخول الأفراد.
-
هل هناك تأثير للعوامل الديموغرافية على قرار الشراء؟
نعم، هناك تأثير لموقع الصيدلية بين منطقة شعبية، متوسطة، وراقية، بينما لا يؤثر العمر أو قدم الصيدلية أو جنس الصيدلاني.
-
ما هي التوصيات الرئيسية التي قدمتها الدراسة لشركات الأدوية؟
التركيز على التصاميم الجذابة للمنتجات، وضع تسعيرة تتناسب مع دخول الأفراد، تقديم أسعار منافسة، وعدم التركيز على الحصول على امتيازات دولية أو المشاركة في المعارض.
References used
(Akroush, M. N. (2011). The 7Ps Classification of the Services Marketing Mix Revisited: An Empirical Assessment of their Generalisability, Applicability and Effect on Performance-Evidence from Jordan’s Services Organisations. Jordan Journal of Business Administration, 7(1
Baker, M. J., & Hart, S. J. (Eds.). (2008). The marketing book. Routledge. London
(Chew, L. D., O'Young, T. S., Hazlet, T. K., Bradley, K. A., Maynard, C., & Lessler, D. S. (2000). A physician survey of the effect of drug sample availability on physicians' behavior. Journal of General Internal Medicine, 15(7
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