Investigating the Impact of Marketing Mix Strategies on Physicians' Satisfaction in the Yemeni Pharmaceutical Industry

Abstract

Previous studies have paid much attention on marketing mix strategy and customer satisfaction, but none has explored in pharmaceutical industry. This study fills this research gap. The main purpose of this study is to investigate the impact of marketing mix strategies employed by local pharmaceutical companies on physicians’ satisfaction with locally manufactured drugs in Yemen. Therefore, this study proposes the rare and novel constructs respectively marketing mix and physician satisfaction and provides a research framework to explore the relationships among product, price, promotion and place of local drug and physician satisfaction. The data for this study was collected by of self-administrated questionnaire from sample of 300 specialist physicians in Sana’a city. Out of 300 questionnaires, 192 were returned by the end of September, 2013. Data were analyzed by using software SPSS-19 version by adopting the statistical techniques regression. The results of the study showed that four marketing mix strategies were significant and have positive impact on physicians’ satisfaction. The resultsof this study can be used as guideline for marketing management in Yemeni pharmaceutical industry to be more successful in planning their marketing strategies and programs.