FACTORS DETERMINING PHYSICIANS' LOYALTY TO PHARMACEUTICAL BRANDS IN PESHAWAR

The present study on Factors Determining Physicians' Loyalty to Pharmaceutical Brands in Peshawar was undertaken with purpose to determine the relationship between physicians' loyalty to pharmaceutical brands in the context ofproduct quality, brand image and regular visits of medical representatives. Product quality, brand image and regular visits of medical representatives were three independent variables and Physicians' Loyalty was the dependent variable of the study. A sample size of 120 out of 550 doctors as respondents were selected through simple random sampling practicing in Peshawar city. Data was collected through a five-point Likert scale questionnaire. There were total 16 questions in the questionnaire and each variable contained 4 questions. The data was analyzed using descriptive statistics, factor analysis, Pearson's correlations and multiple-regression through SPSS. The results of the research revealed that regular visits of medical representatives have the most significant andpositive relationship with physicians' loyalty to pharmaceutical brands. Product quality and brand image also showed significant positive relationship with physicians' loyalty to pharmaceutical brands. Organizations can enhance physician's loyalty byfocusingproduct quality, brand image and continuous interactions ofmedical sales representatives with physicians, which in turn, will be helpful in achieving good market share and increased revenue.