Effective Environmental Factors On Moral Marketing In Pharmaceutical Industry
Subject Areas : Marketing
Keywords: moral marketing, legal environment, work environment, awareness environment, professional environment,
Abstract :
This research is performed in order to discuss effective environmental factors on moral marketing in pharmaceutical industry. The adopted research method is descriptive, survey and correlative. In addition, the population of research includes the entire managers and experts of Tehran’s pharmaceutical firms. By the use of the Cochran’s formula, the sample size was determined as 240 individuals. The samples were collected based on a simple random sampling method. Research data are collected through field studies and library investigations. The research instrument was a questionnaire and the reliability of the questionnaire was calculated as 0.846 through the Cronbach’s alpha method. Research data were analyzed through the application of LISREL software and by the use of inferential and descriptive statistical tests. Results of this research indicate that orientation of legal environment (9.35); work environment (8.95) and awareness environment (4.84) have positive effects on moral marketing. On the other hand, orientation of professional environment was found to have no positive effects on moral marketing. Results of rankings indicate that respectively the factors of working environment, legal environment, awareness environment and professional environment have the highest to least importance in terms of moral marketing among pharmaceutical companies in Tehran.
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