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An Empirical Investigation into Physician Preferences in Drug Prescription: An Integrated Methodology of AHP and QFD

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  • Farzana Elahi
  • Shamsad Ahmed
  • Mahbubul Haque
  • Nazreen Chowdhury

Abstract

In order to sustain in a competitive market like pharmaceutical in Bangladesh, it is important to get an insight into physicians¡¯ preferences in prescribing the drugs. The aim of this work is to investigate and address the physician requirements through an integrated methodology of Analytic Hierarchy Process (AHP) and Quality Function Deployment (QFD). In this research, an expert panel has been interviewed to recognize the criteria affecting physicians¡¯ decisions. The results from AHP derived through Expert Choice software demonstrate that from the viewpoint of physicians, out of the five criteria, quality of product offering is ranked highest in prescribing the drugs followed by the reputation of the company, relationship enjoyed with the company, etc. As for the technical aspects, derived from the relationship matrix of AHP and QFD, out of the sixteen, brand image is ranked first followed by the quality of raw and packaging materials, skilled production personnel etc. The contribution of this research is expected to enable the managers in the pharmaceutical companies to recognize the factors that influence physicians in prescribing drugs for the patients and help them find out challenging items with preeminent alternatives. Few suggestions for future research are also put forward.

Suggested Citation

  • Farzana Elahi & Shamsad Ahmed & Mahbubul Haque & Nazreen Chowdhury, 2016. "An Empirical Investigation into Physician Preferences in Drug Prescription: An Integrated Methodology of AHP and QFD," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(5), pages 81-89, October.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:5:p:81-89
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    References listed on IDEAS

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    1. Sara Ellison Fisher & Iain Cockburn & Zvi Griliches & Jerry Hausman, 1997. "Characteristics of Demand for Pharmaceutical Products: An Examination of Four Cephalosporins," RAND Journal of Economics, The RAND Corporation, vol. 28(3), pages 426-446, Autumn.
    2. Vaidya, Omkarprasad S. & Kumar, Sushil, 2006. "Analytic hierarchy process: An overview of applications," European Journal of Operational Research, Elsevier, vol. 169(1), pages 1-29, February.
    3. Islam, Rafikul & Ahmed, Mohiuddin & Alias, Masliza, 2007. "Application of quality function deployment in redesigning website: A case study on TV3," MPRA Paper 11336, University Library of Munich, Germany.
    4. Rafikul Islam & Mohiuddin Ahmed & Masliza Hj. Alias, 2007. "Application of Quality Function Deployment in redesigning website: a case study on TV3," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 2(2), pages 195-216.
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    Cited by:

    1. Cedric Thomas Silveira, 2023. "Decoding a Doctor’s Prescription: A Study," Jindal Journal of Business Research, , vol. 12(1), pages 73-84, June.

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    More about this item

    Keywords

    pharmaceutical industry; physician preferences; Analytical Hierarchy Process (AHP); Quality Function Deployment (QFD);
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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