(Ranking of Factors Effecting the Purchasing Decision of Pharmacists by AHP: A Research in Ankara Province)

Abstract

Purpose – The aim of this study is ranking of factors effecting the purchasing decision of pharmacists according to their importance by the Analytical Hierarchy Process (AHP) method. Drug producing companies are in a dense competition at global level in order to increase their sales volumes. In order to increase their competitiveness there are some factors the companies need to consider. The main factors providing for advantage in competition among drug companies are profitability, promotion, customer satisfaction and the price difference between original drug and generics. These factors effect directly the purchase of final purchasers of drug companies. Design/methodology/approach – In the study AHP method is used. For the purpose of the study, a survey has been conducted with 10 pharmacists in Ankara, Keçiören. Findings – As a result of the analysis the factors pharmacists take into consideration during purchase are respectively, customer satisfaction, profitability, promotion and price difference between original drug and generic drug. Accordingly the most important factor is customer satisfaction. Discussion – If pharmaceutical companies take into account the factors discussed in this study they can sell more products to pharmacies. The ranking obtained in this study can support pharmaceutical companies to develop marketing strategies. In addition it is thought that pharmaceutical companies can be ranked in future studies according the factors whose importance was revealed in this study.