Mystery Written on Prescription Pads : Exploring Marketing Factors Influencing Prescription Behavior Using AHP Approach

The Indian Pharma market is highly fragmented & nature of competition is intense. Further, in modern times influencing doctors’ prescription decision has become very complex as there is little systematic knowledge about factors affecting doctors’ prescription behavior and weight of individual factor. This study aims at demystifying this complex prescription behavior of doctors, through examining above factors. For this focus group study conducted followed by quantitative study using Analytic Hierarchy Process (AHP) approach was conducted. Findings of the study made some important implications for marketers in order to do proper allocation of their resources to improve their promotional efficacy