Marketing norm perception among medical representatives in Indian pharmaceutical industry.
Study of marketing norm perception among medical representatives is an under-portrayed component that deserves further perusal in the pharmaceutical industry. The purpose of this study is to find out the perception of marketing norms among medical representatives. The research design is quantitative and cross sectional study with medical representatives as unit of analysis. Data is collected from medical representatives (n=300) using a simple random and cluster sampling using a structured questionnaire. Results indicate that there is no difference in the perception of marketing norms among male and female medical representatives. But there is a difference in opinion among domestic and multinational company's medical representatives. Educational back ground of medical representatives also shows the difference in opinion among medical representatives. Degree holders and multinational company medical representatives have high perception of marketing norms compare to their counterparts. The researchers strongly believe that mandatory training on marketing norms is beneficial in decision making process during the dilemmas in the sales field.
Masterskill College of Nursing and Health, KK Metro Branch, Kota Kinabalu, Sabah, Malaysia.
Molugulu
M
Nagashekhara
Professor and Deputy Dean, Razak School of Government, University Tun Abdul Razak, Capital Square, Block C & D No. 8, Jalan Munshi Abdullah, 50100 Kuala lumpur, Malaysia.
Syed Omar Syed
SO
Agil
Associate Professor, Razak School of Government, Universiti Tun Abdul Razak, Capital Square, Block C & D No. 8, Jalan Munshi Abdullah, 50100 Kuala lumpur, Malaysia.
Ravindran
R
Ramasamy
Medical representatives; ethical behavior; organizational culture