Özet:

Prescription practices of Private medical practitioners are largely influenced by promotional practices of medicine marketers. Such promotional practices by companies tried to twist the attitude of private practitioners toward generic drugs. This study intended to investigate the effect of promotional practices of pharmaceutical companies on attitude towards generic drugs of private medical practitioners. 167 responses from private medical practitioners were collected through structured questionnaires. The analysis showed that promotional practices of companies negatively influence the attitude toward generic drugs. Personal Selling by medical representatives of companies and patient demand for specific drug brands based on information he/she received directly by pharmaceutical companies through email, social media or by post etc are found to be the least influencing factors on prescription practices of private medical practitioners. The other factors which have high influence on prescription practices are given in the conclusion. The scope of future studies is given in the conclusion section of this paper.

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