تأثير جودة المنتجات الدوائية على قرار الشراء: دراسة تحليلية لوجهة نظر الاطباء والصيادلة
Date
2023-05-29
Authors
نور فؤاد محمود دنادنه
Nour Fuad Mahmoud Danadna
Journal Title
Journal ISSN
Volume Title
Publisher
Al-Quds University
Abstract
هدفت الدراسة إلى التعرف على تأثير جودة المنتجات الدوائية على قرار الشراء، دراسة تحليلية لوجهة نظر الأطباء والصيادلة، ومن أجل تحقيق هدف الدراسة استخدمت الباحثة المنهج الوصفي والتحليلي، وتكون مجتمع الدراسة من جميع الأطباء والصيادلة العاملين في الضفة الغربية ويمارسون المهنة، من العام 2023، والبالغ عددهم (24664)، وكان عدد الأطباء (15667) بنسبة (%63.5)، والصيادلة (8997) بنسبة (%36.5) حسب إحصائية وزارة الصحة الفلسطينية، في حين تم اخذ عينة طبقية عشوائية بسيطة تكونت من (378) طبيباً وصيدلانياً، ومن أجل جمع البيانات من عينة الدراسة تم تصميم استبانة الكترونية وتم توزيعها عبر وسائل التواصل الإلكتروني على عينة الدراسة، ومن أجل التعرف على مدى تأثير جودة المنتجات الدوائية في قرار الشراء، تم استخدام تحليل الانحدار الخطي المتعدد وذلك باستخدام برنامج التحليل الإحصائي SPSS، وخلصت الدراسة إلى العديد من النتائج أهمها: أن تأثير جودة المنتجات الدوائية على قرار الشراء من وجهة نظر الأطباء والصيادلة جاء بدرجة مرتفعة، وأظهرت النتائج أن أهم أبعاد جودة المنتوجات الدوائية من وجهة نظر الأطباء والصيادلة في الضفة الغربية كان بالتسلسل التالي: الجودة المدرجة للمنتج والذي جاء بدرجة مرتفعة جدا، الخدمة المستفادة من المنتج، المميزات الثانوية للمنتج، متانة المنتج، مطابقة المنتج للمعايير والموثوقية في المنتج، وكان أقلها أهمية بعد جمالية المنتج وبعد أداء المنتج، حيث جاءت هذه الأبعاد بدرجة استجابة مرتفعة، كما أوضحت النتائج أن أهم أبعاد قرار شراء المنتوجات الدوائية من وجهة نظر الأطباء والصيادلة في الضفة الغربية كان بالتسلسل التالي: السعر والجودة، اختيار الماركة، خيارات المنتج، وجاء أقل أبعاد قرار شراء المنتوجات الدوائية أهمية بعد وقت الشراء، كما كشفت النتائج أنه يوجد تأثير لجودة المنتوجات الدوائية بأبعادها (الميزات الثانوية، المتانة، الجودة المدركة، المطابقة) على قرار الشراء من وجهة نظر الأطباء في الضفة الغربية، في حين تبين عدم وجود تأثير لجودة المنتوجات الدوائية بأبعادها (أداء المنتج، جمالية المنتج، الخدمة المستفادة من المنتج، الموثوقية في المنتج)، وتبين أنه يوجد تأثير لجودة المنتوجات الدوائية بأبعادها (أداء المنتج، الميزات الثانوية للمنتج، جمالية المنتج، الجودة المدركة للمنتج، الخدمة المستفادة من المنتج، الموثوقية في المنتج) على قرار الشراء من وجهة نظر الصيادلة في الضفة الغربية، في حين لا يوجد تأثير لجودة المنتوجات الدوائية بأبعادها (متانة المنتج، مطابقة المنتج للمعايير)، وفي ضوء ذلك أوصت الدراسة: تعد جودة المنتج الدوائي أحد أبرز محددات القرار الشرائي للمستهلكين، وعليه فإن الباحثة توصي بأنه يجب على شركات التصنيع الدوائي أن تعمل وتعز من جودة منتوجاتها باستمرار، بما يحقق الرغبة في الشراء لدى المستهلكين، وضرورة أن تهتم شركات الصناعات الدوائية في فلسطين بتطبيق كافة أبعاد الجودة في المنتوجات الدوائية واعتبار الجودة أساساً للتفوق على المنتوجات المنافسة لها، وأن تحقيق ذلك يعتمد على جميع العاملين في الشركة وعلى اهتمامهم بمفاهيم الجودة والتصنيع الجيد لتحسين جودة المنتج ومنافسته للمنتوجات الأخرى اعتمادا على الجودة العالية، وأن على الشركات الدوائية أن تهتم بتبني برامج تسويقية موجهة بحيث تتلاءم مع الأسواق المحلية، بحيث يمكنها تقديم حزمة متكاملة للسوق بالتركيز على جودة المنتجات الدوائية والمنافع المتحقق من استخدامها.
The study aimed to identify the impact of the quality of pharmaceutical products on the purchasing decision, an analytical study of the doctors and pharmacists point of view, and in order to achieve the goal of the study, the researcher used the descriptive and analytical approach, and the study population consisted of all doctors and pharmacists working in the West Bank and practicing the profession, from the year 2023, amount Their number is (24664), and the number of doctors was (15667) with a rate of (63.5%), and pharmacists (8997) with a rate of (36.5%) according to the statistics of the Palestinian Ministry of Health, while a simple stratified random sample was taken consisting of (378) doctors and pharmacists. Collecting data from the study sample, an electronic questionnaire was designed and distributed via electronic communication to the study sample, and in order to identify the extent to which the quality of pharmaceutical products affects the purchase decision, multiple linear regression analysis was used, using the SPSS statistical analysis program, and the study concluded many The most important results are: The effect of the quality of pharmaceutical products on the purchase decision from the point of view of doctors and pharmacists came to a high degree. Learned from the product, the secondary characteristics of the product, the durability of the product, the conformity of the product to the standards and reliability in the product, and the least important of them was after the aesthetics of the product and after the performance of the product, as these dimensions came with a high degree of response. Pharmacists in the West Bank were in the following sequence: price and quality, brand selection, product options, and the least important dimensions of the decision to purchase pharmaceutical products came after the time of purchase. On the purchase decision from the point of view of physicians in the West Bank, while it was found that there was no effect of the quality of pharmaceutical products in its dimensions (product performance, product aesthetics, the service gained from the product, reliability in the product), and it was found that there was an effect of the quality of pharmaceutical products in its dimensions (product performance, The secondary features of the product, the aesthetics of the product, the perceived quality of the product, the service gained from the product, the reliability of the product) on the purchase decision from the viewpoint of pharmacists in the West Bank, while there was no effect of the quality of pharmaceutical products in its dimensions (product durability, product conformity to standards), and in In light of this, the study recommended: The quality of the pharmaceutical product is one of the most important determinants of the purchasing decision of consumers, and accordingly, the researcher recommends that the pharmaceutical manufacturing companies should work and constantly enhance the quality of their products, in order to achieve the desire to buy among consumers, and the need for pharmaceutical companies in Palestine to pay attention Applying all dimensions of quality in pharmaceutical products and considering quality as a basis for superiority over competing products, and that achieving this depends on all employees of the company and their interest in the concepts of quality and good manufacturing to improve product quality and its competition with other products based on high quality, and that pharmaceutical companies should be interested in adopting programs Marketing oriented to suit the local markets, so that it can provide an integrated package to the market by focusing on the quality of pharmaceutical products and the benefits achieved from their use.
The study aimed to identify the impact of the quality of pharmaceutical products on the purchasing decision, an analytical study of the doctors and pharmacists point of view, and in order to achieve the goal of the study, the researcher used the descriptive and analytical approach, and the study population consisted of all doctors and pharmacists working in the West Bank and practicing the profession, from the year 2023, amount Their number is (24664), and the number of doctors was (15667) with a rate of (63.5%), and pharmacists (8997) with a rate of (36.5%) according to the statistics of the Palestinian Ministry of Health, while a simple stratified random sample was taken consisting of (378) doctors and pharmacists. Collecting data from the study sample, an electronic questionnaire was designed and distributed via electronic communication to the study sample, and in order to identify the extent to which the quality of pharmaceutical products affects the purchase decision, multiple linear regression analysis was used, using the SPSS statistical analysis program, and the study concluded many The most important results are: The effect of the quality of pharmaceutical products on the purchase decision from the point of view of doctors and pharmacists came to a high degree. Learned from the product, the secondary characteristics of the product, the durability of the product, the conformity of the product to the standards and reliability in the product, and the least important of them was after the aesthetics of the product and after the performance of the product, as these dimensions came with a high degree of response. Pharmacists in the West Bank were in the following sequence: price and quality, brand selection, product options, and the least important dimensions of the decision to purchase pharmaceutical products came after the time of purchase. On the purchase decision from the point of view of physicians in the West Bank, while it was found that there was no effect of the quality of pharmaceutical products in its dimensions (product performance, product aesthetics, the service gained from the product, reliability in the product), and it was found that there was an effect of the quality of pharmaceutical products in its dimensions (product performance, The secondary features of the product, the aesthetics of the product, the perceived quality of the product, the service gained from the product, the reliability of the product) on the purchase decision from the viewpoint of pharmacists in the West Bank, while there was no effect of the quality of pharmaceutical products in its dimensions (product durability, product conformity to standards), and in In light of this, the study recommended: The quality of the pharmaceutical product is one of the most important determinants of the purchasing decision of consumers, and accordingly, the researcher recommends that the pharmaceutical manufacturing companies should work and constantly enhance the quality of their products, in order to achieve the desire to buy among consumers, and the need for pharmaceutical companies in Palestine to pay attention Applying all dimensions of quality in pharmaceutical products and considering quality as a basis for superiority over competing products, and that achieving this depends on all employees of the company and their interest in the concepts of quality and good manufacturing to improve product quality and its competition with other products based on high quality, and that pharmaceutical companies should be interested in adopting programs Marketing oriented to suit the local markets, so that it can provide an integrated package to the market by focusing on the quality of pharmaceutical products and the benefits achieved from their use.