Analysis of Product Mix Variables Associated with Prescribing Behaviour of Doctors in Hyderabad, Telangana

Abstract

The industry with the highest growth rate is India's pharmaceutical sector. This study aims to investigate the various determinants associated with the prescribing behaviour of doctors. It is based on a comprehensive review of existing literature and survey data collected from a sample of doctors from different regions and specialties. The study examines the role of various factors, such as the doctor's demographic characteristics, product mix variables, in shaping doctors' prescribing behaviour. The results indicate multiple factors, including the doctor's age, years of experience, level of education, and patient demand, significantly influence prescribing behaviour. The study shows that pharmaceutical marketing and financial incentives have a considerable impact on the prescribing behaviour of doctors. This study provides a better understanding of the complex factors that influence prescribing behaviour and underscores the importance of developing interventions to promote evidence-based prescribing practices.