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Prescribing behaviour is a dynamic and multifaceted process involving the intermediate customers who follow the norm of reciprocity as one of the fundamental guiding principle for taking decisions. The past studies have shown that the prescriber's decisions could depend upon factors from core aspects of drugs to their habitual aspects. The aim of the present study is to find out the impact of psychosocial factors on different age groups and different area of specialty of doctors in Rajasthan, India. A total of 431 doctors responses were gathered through a questionnaire method from different cities of Rajasthan. The results showed that the Paediatricians rated psychosocial (nonmedical) factors as least important factors influencing prescribing as compared to other specialties. Moreover senior doctors who are looked upon as KOL (key opinion leaders) to make rational prescribing decisions based on clinical facts also rated these psychosocial factors as less influencing as compared to younger doctors. The pharmaceutical marketing and doctors relationship is always a debate which raises not only ethical issues but also social issues. The findings of the study would be helpful to the pharmaceutical industry to curb any wasteful expenditure on the marketing of drugs to the doctors and indicate the factors that can act as a meaningful segmentation tool for the pharmaceutical marketers influencing the prescribing behaviour.

A Study of Psychosocial Factors on Doctors Prescribing Behaviour - An Empirical Study in India