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  • The size of the pharmaceutical market and sales are increasing constantly. Market is flooding with a new drugs and preparations. There is increasing the number of the communication campaign for these medicaments. This paper aims to analyze the relationship between the awareness of the communication campaign and the purchase of the drugs. There is monitoring five groups of drugs, namely vitamins and minerals, medicines for immune support, painkillers, pharmaceutical cosmetics and medicines to support the nervous system. Analysis is made by using logistic regression, there are determine odds ratio of purchase and purchase probability. The coefficients are estimated using maximum likelihood.
  • The size of the pharmaceutical market and sales are increasing constantly. Market is flooding with a new drugs and preparations. There is increasing the number of the communication campaign for these medicaments. This paper aims to analyze the relationship between the awareness of the communication campaign and the purchase of the drugs. There is monitoring five groups of drugs, namely vitamins and minerals, medicines for immune support, painkillers, pharmaceutical cosmetics and medicines to support the nervous system. Analysis is made by using logistic regression, there are determine odds ratio of purchase and purchase probability. The coefficients are estimated using maximum likelihood. (en)
Title
  • The Analysis of the Influence of Communication on the Purchase of Pharmaceutical Products Using Logistic Regression
  • The Analysis of the Influence of Communication on the Purchase of Pharmaceutical Products Using Logistic Regression (en)
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  • The Analysis of the Influence of Communication on the Purchase of Pharmaceutical Products Using Logistic Regression
  • The Analysis of the Influence of Communication on the Purchase of Pharmaceutical Products Using Logistic Regression (en)
skos:notation
  • RIV/61989100:27510/11:86079355!RIV12-MSM-27510___
http://linked.open...avai/riv/aktivita
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  • S
http://linked.open...vai/riv/dodaniDat
http://linked.open...aciTvurceVysledku
http://linked.open.../riv/druhVysledku
http://linked.open...iv/duvernostUdaju
http://linked.open...titaPredkladatele
http://linked.open...dnocenehoVysledku
  • 185815
http://linked.open...ai/riv/idVysledku
  • RIV/61989100:27510/11:86079355
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  • maximum likelihood method; odds ratio; logistic regression; marketing research; OTC; pharmaceutical market; customer behaviour (en)
http://linked.open.../riv/klicoveSlovo
http://linked.open...ontrolniKodProRIV
  • [93327C991138]
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  • Ostrava
http://linked.open...i/riv/mistoVydani
  • Ostrava
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  • MEKON 2011 : the CD of participants' reviewed papers from 13th International Conference
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http://linked.open...ichTvurcuVysledku
http://linked.open...cetTvurcuVysledku
http://linked.open...UplatneniVysledku
http://linked.open...iv/tvurceVysledku
  • Valečková, Jana
http://linked.open...vavai/riv/typAkce
http://linked.open.../riv/zahajeniAkce
number of pages
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  • Vysoká škola báňská - Technická univerzita Ostrava
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  • 978-80-248-2372-0
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  • 27510
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