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Marketing norm perception among medical representatives in Indian pharmaceutical industry

Molugulu Nagashekhara1, Syed Omar Syed Agil2, Ravindran Ramasamy3

  • 1Masterskill College of Nursing and Health, KK Metro Branch, Kota Kinabalu, Sabah, Malaysia.

Journal of Basic and Clinical Pharmacy
|May 15, 2014
PubMed

Insights

This study found that medical representatives' perceptions of marketing norms differ based on their employer (domestic vs. multinational) and educational background, but not gender. Training on marketing norms is recommended for better decision-making.

Area of Science:

  • Pharmaceutical Marketing
  • Medical Sales Ethics
  • Organizational Behavior

Background:

  • Marketing norm perception is crucial yet under-researched in the pharmaceutical sector.
  • Understanding these perceptions is vital for ethical sales practices and industry standards.

Purpose of the Study:

  • To investigate the perception of marketing norms among medical representatives.
  • To identify factors influencing these perceptions within the pharmaceutical industry.

Main Methods:

  • Quantitative, cross-sectional study design.
  • Data collected from 300 medical representatives using simple random and cluster sampling.
  • Structured questionnaire administered for data collection.

Main Results:

  • No significant difference in perception based on gender.
  • Significant differences observed between representatives from domestic and multinational companies.
  • Educational background impacts perception; degree holders and multinational company representatives show higher perception.

Conclusions:

  • Medical representatives' perceptions of marketing norms are influenced by company type and education, not gender.
  • Mandatory training on marketing norms is suggested to aid decision-making in sales-related dilemmas.
Keywords:
Medical representativesethical behaviororganizational culture

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