Original Research Article
Impact of cherry picking strategy on medical products’ marketing: Moderating role of salesperson gender
Tareq N. Hashem*1 and Moath Al Azizi2
1Associate Professor, Marketing Department, Isra University, Amman, Jordan.
2Gastroenterologist, Mediclinic Al Ain Hospital, Abu Dhabi, UAE.
*Corresponding Author Email: tareq.hashem(at)iu.edu.jo
Tareq N. Hashem |
Moath Al Azizi |
Article Number: 10.15739/irjpeh.21.027 | Pages: 259-267 | Vol. 9 (4), July 2021 | DOI: https://doi.org/10.15739/irjpeh.21.027
Received: May 28, 2021 Accepted: June 28, 2021 Published: July 15, 2021
Abstract
The current study aimed at examining the influence of cherry-picking strategy on medical products through the moderating role of salesperson gender. Study adopted the quantitative approach through utilizing the questionnaire as a tool. The questionnaire included statements related to study variables (cherry picking, medical marketing and salesperson gender) on liker 5 scale. Results of study indicated that there an influence of cherry-picking marketing strategy on medical product, in addition to that, salesperson gender moderates the relationship between the dependent and independent variable. Study recommended focusing more on experience of salesperson in addition to increase the attention on gender and its role in moderating the process of marketing and purchase decision.
Keywords:
Cherry picking, marketing strategy, medical marketing, salesperson, gender, purchase process, purchase decision
How to Cite this Article
Hashem TN, Al Azizi M(2021).Impact of cherry picking strategy on medical products’ marketing: Moderating role of salesperson gender.Int. Res. J. Pub. Environ. Health 8(4):259-267.
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