A Qualitative Research on the Role of Product Specialists on the Awareness and Preference of Products

Abstract

In this study, the impact of promotions made by product experts on the product's awareness and preference was explored using qualitative research methods. For this purpose, interviews were conducted with a total of 19 participants, including 15 expert physicians from eight different branches and 4 product specialists. The data obtained from the interviews were coded and categorized using the content analysis technique. Interview data and code lists were transferred to a program called "MAXQDA12" which is a qualitative data analysis program and frequency and percentage distribution analyzes of codes were made. According to research findings, it was found that the product experts have influenced on the awareness and preference of the products during the promotions, but the credibility of the promotions made by the product experts was found to be weak.