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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM66306
Volume:
10 |
7 |
Jul 2026
Pages:
1-10
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Master of Business Administration
Dr. Ambedkar Institute of Technology
Master of Business Administration
Dr. Ambedkar Institute of Technology
The pharmaceutical industry relies heavily on sales representatives to build strong relationships with healthcare professionals and communicate accurate product information. Their effectiveness plays an important role in influencing prescribing behaviour, purchasing decisions, and customer satisfaction. This study examines the effectiveness of sales representatives at Group Pharmaceuticals Ltd., Malur, Bengaluru, by focusing on key factors such as communication skills, product knowledge, professionalism, and relationship building. Primary data were collected from 125 respondents, including doctors, pharmacists, and medical store owners, using a structured questionnaire and convenience sampling. The collected data were analysed using Pearson correlation and simple linear regression. The findings reveal that effective communication, sound product knowledge, and regular interactions positively influence healthcare professionals' perceptions and contribute to better pharmaceutical marketing outcomes. The study concludes that strengthening sales representatives' competencies through continuous training and ethical marketing practices can enhance customer relationships and improve organizational performance in a competitive pharmaceutical market.
KEYWORDS
The study concludes that pharmaceutical sales representatives play a vital role in strengthening pharmaceutical marketing by effectively communicating product information, demonstrating strong product knowledge, and building lasting relationships with healthcare professionals. The findings reveal that communication skills, professionalism, and customer-oriented behaviour significantly influence doctors' prescribing decisions, pharmacists' recommendations, and overall customer satisfaction. The statistical analysis further confirms a positive relationship between sales representative effectiveness and pharmaceutical marketing performance. Therefore, pharmaceutical companies should focus on continuous training, ethical marketing practices, and relationship management to enhance the competencies of their sales representatives, improve customer trust, and achieve sustainable growth in an increasingly competitive healthcare environment.
Adkonkar, S., Angrish, V., Sharma, B., & Vishal, B. (2022). Pharmaceutical marketing practices in India and the role of medical representatives. International Journal of Pharmaceutical Research and Applications. Albarq, A. N., & Suleiman, A. (2020). Influence of pharmaceutical marketing practices on physicians' prescribing behavior. International Journal of Pharmaceutical and Healthcare Marketing, 14(3), 321–338. Chiplunkar, S. S., Shivakumar, H. G., Meghana, G. S., & Vishkanthe Gowda. (2023). Pharmacological knowledge and its role in improving the effectiveness of medical representatives in pharmaceutical marketing. International Journal of Pharmaceutical Sciences and Research. Karri, S., & Pardhasaradhi, M. (2024). Challenges faced by medical representatives and factors influencing their effectiveness in pharmaceutical promotion. International Journal of Research in Marketing Management and Sales. Paliwal, A., & Puttanna, K. (2025). Physicians' perceptions of pharmaceutical promotional strategies in India's pharmaceutical market. Journal of Pharmaceutical Policy and Practice. Winter, V., Litvinova, T., Babaskin, D., Babaskina, L., & Savinova, O. (2019). The role of medical representatives in providing pharmaceutical information to healthcare professionals. Research Journal of Pharmacy and Technology.
Publication Date
7/21/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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No funding information available for this research.
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