An Evaluation of the Factors That Influence Healthcare Workers’ Perception of Medicine Brands

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dc.contributor.author Nyaben, Dorothy
dc.date.accessioned 2019-01-11T14:04:53Z
dc.date.available 2019-01-11T14:04:53Z
dc.date.issued 2018
dc.identifier.uri http://erepo.usiu.ac.ke/11732/4153
dc.description A Research Project Submitted to Chandaria School of Business in the Partial Fulfilment of the Requirements for the Degree of Master in Business Administration (MBA- Global) en_US
dc.description.abstract This study sought to evaluate the factors that influenced the healthcare workers perception towards medicine brand. The specific objectives of the study were to evaluate the personal characteristics that influenced health care workers perception of medicine brands, to evaluate the product based factors that influenced health care workers perception to medicine brands and evaluate the organization factors influencing health care workers perception towards medicine brands. The study was conducted using a descriptive research design drawing its population from physicians in Nairobi County. There were a total of 1568 doctors working in Nairobi representing 25% of 6,271 Doctors in Kenya (World Bank, 2015). Using stratified random sampling technique a total of 278 respondents were selected for inclusion in the study. Data collected for the study using questionnaires was analyzed using SPSS vs 22 for descriptive measures of means, minimums, maximums and frequency distributions. Regression analysis was used to analyze the data for relationships. Data was presented using tables and figures. The study found that the most important product based factors that influenced the doctors perception towards medicine brands were: product efficacy, overall quality of the product, The product cost effectiveness with preference for the most cost effective medicine brands, safety of the product including the side effects profile, product availability with preferences being for more readily available products, the approval of the product by recognized authorities such as the FDA, the ease of use or administration of the product, and the availability of scientific literature regarding the product. Product factors had a positive significant effect on doctors’ attitude towards a medicine brand. Secondly, the most important organization factors that influenced doctor’s perception towards specific medicine brands were; the availability of guidelines for product use, the institutional standard treatment guidelines, inclusion of the product in the institutional formulary list, parents social economic situation, availability of information on medical education activities, manufacturer credibility and recommendation by opinion leaders. There was no significant relationship between organization factors and brand attitude of doctors towards medicine brands. Finally, most important personal factors that influenced doctor’s prescriptions of various brands of medicines were knowledge of the medicine, the personal doctor’s decision, prior positive experience, core products use, other users experience and presentation of the given brand. Other mildly important factors that influenced the doctor’s prescription of medicine brands were use of approved medicine brands, use of brand name, use of chemical name, type of medicine whether generic and the age or relative newness of the medicine. Personal factors had a negative significant relationship with the brand attitude towards medicine brands by doctors. This study concluded that product based factors had a positive significant influence on the medical practitioners perception towards medicine brands. Organization factors did not have any significant effect on the medical practitioner’s perception towards medicine brands. Personal characteristics had a negative significant relationship with medical practitioner’s perception towards medicine brands. This study recommended that to enhance positive perceptions by medical practitioner’s manufacturers of medicines must focus on ease of use and provision of information about the products. In addition, it is key for manufacturers to focus on chemical names of medicines to promote positive perceptions amongst the brands. Chemical names was the single most differentiating attribute of the organization factors. Finally, to promote positive perceptions of medicine brands by medical representatives and sales people must focus on promoting use of products through free samples and success stories, present the brand in an attractive package and promote information and literature on the medicine amongst the doctors for knowledge building which is vital. Education awareness on medicine brands is very vital. en_US
dc.language.iso en en_US
dc.publisher United States International University - Africa en_US
dc.subject Evaluation en_US
dc.subject Healthcare Workers’ en_US
dc.subject Perception en_US
dc.subject Medicine Brands en_US
dc.title An Evaluation of the Factors That Influence Healthcare Workers’ Perception of Medicine Brands en_US
dc.type Thesis en_US

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