I
Marketing Factors Affecting on Purchasing Decision For Laboratory
Medical Supplies
"Empirical Study on Private Medical Laboratories in Amman, Jordan"
By
Omar Adnan Zaki Alhassen
University Number
20159116
Supervisor
Dr. Mustafa Saeed Al-Shaikh
This Thesis Was Submitted in Partial Fulfillment of the Master's Degree in
Marketing
Faculty of Graduate Studies
Zarqa University
Zarqa – Jordan
First Semester
January/2018
II
Marketing Factors Affecting on Purchasing Decision For Laboratory
Medical Supplies
"Empirical Study on Private Medical Laboratories in Amman, Jordan"
المستمزمات الطبية المخبريةالعوامل التسويقية المؤثرة عمى قرار شراء ردنال -عمان في مدينة عمى المختبرات الطبية الخاصة تطبيقية دراسة
الطالب إعداد عمر عدنان زكي الحسن
الرقم الجامعي20159116
إشراف سعيد الشيخ د. مصطفى
.التسويق تخصص في الماجستير درجة عمى الحصول لمتطمبات ستكمالا إ قدمت هذه الرسالة
الدراسات العميا كمية جامعة الزرقاء
الردن -الزرقاء
الول الدراسي الفصل 1028 / ثانيالن كانو
III
Marketing Factors Affecting on Purchasing Decision For Laboratory
Medical Supplies
"Empirical Study on Private Medical Laboratories in Amman, Jordan"
By
Omar Adnan Zaki Alhassen
Supervisor
Dr. Mustafa Saeed Al-Shaikh
Abstract
The aim of this study is to determine the marketing factors affecting on purchasing decision for
laboratory medical supplies empirical study on private medical laboratories in Amman-City.
The study examined a number of marketing factors affecting on purchasing decision laboratory
medical supplies ;( product quality , price, supply speed, personal selling and country of
origin), These variables represent the independent variables in the study, these variables were
studied and their impact on the dependent variable, which represents purchasing decision for
laboratory medical supplies.
The size of the population was (363) private medical laboratories, 300 questionnaires were
distributed, Out of this number, 50 have not been undelivered, and 30 of which were
incomplete. The sample size analyzed was 220 questionnaires with a response rate of (73 %).
The results showed that there is a statistically significant effect on all the marketing factors
included in the study and that they are associated with the dependent variable with a strong
positive relationship with a contribution of (75%).
IV
The results also showed that each dimension of the study had a different contribution, with the
best contribution for the price variable was (52%),followed by Country of origin variable
(42.3%),and the weakest variable was for the supply of speed variable of (12.5%).
The study recommends that they medical laboratory supplies companies should focus on the
characteristics of medical laboratory products, especially in terms of the quality of medical
laboratory product and supply of speed, as well as should follow effective promotional
activities especially personal selling.
V
VI
VII
Dedication
To
The one who taught me the meaning of success, and patience (My Dear Father)
The one who taught me the steadfastness and enlightened my path, the one whose
her prayers were behind my success (My Dear Mother)
Those who always supported me, stood by me, from whom I derived my
determination and steadiness (My Sister & My Brothers)
My Friends whom without them would have never successeded or done
anything.
VIII
Acknowledgments
I would like to thank my Supervisor Dr. Mustafa Saeed Al-Shaikh who
has given me continuous support and encouragement to carry out this
study successfully.
I would also like to extend my thanks and gratitude to the President of
Zarqa University, and to all the staff members of the Marketing
Department, Prof. Dr. Rudaynah Othman, Prof. Dr. Zakaria Azzam ,
Dr. Abdulfattah Al-Azzam, Dr. Ayed Ma'alaa and Dr. Hmood Sanad
who were a valuable source of information to me throughout my
Master Programme.
And I am very grateful for the strong support and guidance provided to
me by my family, friends & colleagues, and special thanks go to
everyone who has contributed to the success of this study.
I would also like to extend my thanks to all those who have judged the
questionnaire and those who have helped me to accomplish this thesis.
Praise be to Allah, Lord of the Worlds
IX
Table of Contents
Subject Page No.
Title in English I
Title in Arabic II
Abstract In English III
Authorization V
Decision of Examination Committee VI
Dedication VII
Acknowledgments VIII
Table of Contents IX
List of Tables XI
List of Figures XII
Chapter One: General Framework of The Study
1-1: Introduction 2
1-2: Research Problem & Questions 3
1-3: Research Importance 4
1-4: Research Objectives 5
1-5: Research Model 6
1-6: Research Hypothesis 6
1-7: Procedural and Conventional Definitions 7
Chapter Two: Theoretical Framework and Previous Studies
Part 1: Marketing Factors Affecting on Purchasing Decision
2-1: Introduction 10
2-1-1: Product Quality 11
2-1-2: Price 13
2-1-3: Speed of Supply 15
2-1-4: Personal Selling 16
2-1-5: Country of Origin 18
Part 2: Purchasing Decision
2-2: Introduction 21
2-2-1: Types of Decision Making 22
2-2-2: Decision Making Process 24
Part 3: Medical Laboratories
2-3-1: Introduction 28
2-3-1-1: Fundamentals of Medical Laboratories 28
X
2-3-1-2: Development of Medical laboratories 30
2-3-1-3: Importance of Medical laboratories 32
2-3-1-4: Department & Responsibilities of Each Unit in Laboratory 32
Part 4: Previous Studies
2-4-1: Previous Studies 36
2-4-2: A Summary of Previous Studies 47
2-4-3: What Distinguishes This Study? 51
Chapter Three: Methodology and Procedures
3-1 : Introduction 53
3-2 : Nature of The Study 53
3-3 : Data Collection Methods 53
3-4 : The Questionnaire 53
3-5 : Methodology 55
3-6 : Research Population 55
3-7 : Research Sample 55
3-8 : Pilot Study 56
3-9: Correlation 58
3-10 : Validity Test 58
3-11 : Reliability Test 59
3-12 : Research Determinants 60
Chapter Four: Data Analysis and Findings
4-1 : Introduction 62
4-2 : Profile of Respondent 62
4-3 : Description of Research Variables 63
4-3-1 : Descriptive Statistics of Principle Variables 70
4-4: Correlation of Variables 71
4-5 : Factor Analysis 72
4-6: Test of Hypothesis 75
4-7 : Stepwise Regression 82
Chapter Five: Conclusions and Recommendations
5-1: Introduction 84
5-2 : Conclusions 84
5-3 : Recommendations 86
References 87
XI
Appendixes
Appendix (1): Questionnaire Evaluation Committee 95
Appendix (2): Questionnaire in English Language 96
Appendix (3): Questionnaire in Arabic Language 100
The SPSS Results
Appendix (4): Profile of Respondents and Descriptive of Variables 105
Appendix (5):Outliers , Normality , Linearity , Homoscedastiity and Correlation 108
Appendix (6):Factor Analysis 113
Appendix (7): Reliability of Pilot Study & Reliability Constructs After EFA 116
Appendix (8):Hypothesis of Study Direct Effects 125
Abstract – In Arabic 133
List of Tables
Table (2-1):Number of Private Medical Laboratories in Jordan 29
Table (2-2): Summary of previous studies 47
Table (3-1): Part of Questionnaire 54
Table (3-2): Five Point Numerical Scale 54
Table (3-3): Summary of Response Rate 56
Table (3-4): Cohen's Guideline of Correlation Strength 58
Table (3-5): Reliability Results of Study Variables after EFA 60
Table (4-1): Percentage of Demographic Characteristics in the Questionnaire 62
Table (4-2): Statistical Criterion for Interpreting Arithmetic Mean of the Study’s
Variables 64
Table (4-3): Means and Standard Deviation for the Product Quality Variable 64
Table (4-4): Means and Standard Deviation for the Price Variable 65
Table (4-5): Means and Standard Deviation for the Supply Speed Variable 66
Table (4-6): Means and Standard Deviation for the Personal Selling Variable 67
Table (4-7): Means and Standard Deviation for the Country of Origin Variable 68
Table (4-8): Means and Standard Deviation for the Purchasing Decision Variable 69
Table (4-9): Descriptive Statistic of all Principle Variables (N=220) 70
Table (4-10): Correlations for Independent Variables 71
Table (4-11): Variables and Number of Measured Items 73
Table (4-12): Summary of Factor Analysis Model of Study 74
Table (4-13): Results of Multiple Regressions for the Main Hypothesis 76
Table (4-14): Results of Simple Regression for the First Sub- Hypothesis 77
Table (4-15): Results of Simple Regression for the Second Sub- Hypothesis 78
Table (4-16): Results of Simple Regression for the Third Sub- Hypothesis 79
XII
Table (4-17): Results of Simple Regression for the Fourth Sub- Hypothesis 80
Table (4-18): Results of Simple Regression for the Fifth Sub- Hypothesis 81
Table (4-19): Results of Stepwise Regression 82
List of Figures
Figures (1-1): Research Model 6
Figures (2-1): Types of Buying Behaviour 22
Figures (2-2): Buyer Decision Process 24
1
Chapter One
General Framework of the Study
1-1: Introduction
1-2: Research Problem & Questions
1-3: Research Importance
1-4: Research Objectives
1-5: Research Hypothesis
1-6: Research Model
1-7: Procedural and Conventional Definitions
2
1-1: Introduction
The health sector in the Hashemite Kingdom of Jordan is considered one of the most important
sectors, especially since it occupies a good national and international position, as well as a good
reputation in the medical and humanitarian fields which makes Jordan host individuals from all
over the world. This gives Jordan the high position in therapeutic tourism and humanitarian
assistance provided by the Hashemite Kingdom of Jordan to the displaced from war and from
all countries of the Arab countries that are witnessing conflicts and wars, by both the public and
private sectors. furthermore In Jordanian hospitals, medical centers and clinics, medical
laboratories, where all the medical tests for patients are done, are considered the most
important. That is because they help in diagnosing of most diseases and finding the right way to
get appropriate treatment.
The demand for medical services has led to an increase in the number of medical laboratories in
the Hashemite Kingdom of Jordan, especially in the city of Amman. This has led to an increase
in the number of supply companies specialized in consumables, devices and medical materials
for medical laboratories.
Most consumers, who sometimes pay real attention to the influence that country-of-origin
information has on the process of evaluating and choosing products. The crucial word here is
sometimes, since the effects of country-of-origin information can range from strong to weak to
non-existent. At the cognitive level, there are many products for which the additional
information of country of origin plays little or no role in our decision-making process (Solomon
et al., 2006).
The study of marketing factors is considered an important filed in studying the private medical
laboratories consumption behavior when buying the needed medical supplies , in order to
3
identify the differences in the customers behavior, that causes them to decide a certain buying
decisions for a certain medical products , for that the medical supplies companies must pay
attention and do further searchers and studies the marketing factors and their effect on the
purchasing decision of medical laboratories , to adjust their products and selling methods in
order to acquire more customers .
It is important to note that the purchasing decision of medical laboratories is not so simple; it is
complex, So the marketer should be careful to stock the product at the right place at the right
time so that the consumer who has made a decision in favor of the brand can have access to the
product, Else the consumer may have to change his decision at the last moment.
(Sangeeta,2011)
1-2: Research Problem & Questions
Many private medical labratories and hospitals face several problems as they deal with
equipment companies and their supplies in Jordan, which makes them face problems in
deciding what to buy from these companies.
The most highlighted problems include price, quality of medical devices and supplies, speed of
supply, country of origin and personal selling..
The increase in the number of the companies that supply laboratory materials has generated
intense competition among them and each one of them is seeking to gain the largest number of
customers of medical laboratories to sell their products to, which led them to adopt marketing
activities, which aims to encourage the owners of medical laboratories to deal with these
companies.
In light of the above, the research aims to answer the following main question:
• Do marketing factors affect the purchasing decision of laboratory medical supplies?
4
From the Main Question Several Sub Questions are Supposed:
1. Does the Quality of the laboratory product affect the purchasing decision of laboratory
medical supplies?
2. Does the Price of laboratory materials affect the purchasing decision of laboratory
medical supplies?
3. Does the Speed of the Supply of laboratory materials affect the purchasing decision of
laboratory medical supplies?
4. Does the Personal Selling of laboratory materials affect the purchasing decision of
laboratory medical supplies?
5. Does the Country of Origin of laboratory materials affect the purchasing decision of
laboratory medical supplies?
1-3: Research Importance
The medical services market, especially the medical labs, is very competitive. It is imperative
for them to provide the best services through the best equipment, medical supplies and tools
that facilitate their work. They have to work to choose the best that suits the satisfaction for
customers and gain good reputation and ensure the speed in the performance of services.
Theoretical Importance: The importance of this study stems from the importance of the role
played by the supply companies of laboratory materials in providing all the goods and supplies
to these laboratories, which help them to provide services to customers with the required
quality and in the right time and place at the right price.
Practical Importance: The importance of this study about linking marketing factors; (product
quality, price, supply speed, personal selling, country of origin), and the decision to purchase
5
medical laboratories from the supply companies, as well as introducing the impact of these
factors on the nature of the purchase decision.
This study takes into account the importance of the role played by the supply companies in
providing the laboratory needs of the goods that enable them to provide their services.
Therefore, the results of this study might help the laboratories to select the appropriate supply
companies and at the same time might assist the supply companies to adopt the most influential
factors to develop their business.
1-4: Research Objectives
This study aims to demonstrates the impact of marketing factors on how medical laboratories
deal with supply companies by achieving the following main objective:
• To knowing of the impact of marketing factors on the decision of purchasing laboratory
medical supplies.
From this Main Objective, Sub Objectives are Derived:
1. To knowing the impact of the Quality of the laboratory product on the purchasing
decision of laboratory medical supplies.
2. To knowing the effect of the Price of laboratory materials on the purchasing decision of
laboratory medical supplies.
3. To identifying of the impact of speed of the supply of laboratory materials on the
purchasing decision of laboratory medical supplies.
4. To identifying of the effect of Personal Selling of laboratory materials on the
purchasing decision of laboratory medical supplies
5. To identifying of the effect of the Country of Origin of laboratory materials on the
purchasing decision of laboratory medical supplies.
6
1-5: Research Model
The model of the study was based on the studies of (Al-Azzam , 2016), (Ismail , 2016), (Al-
Dqas , 2014 ) & (Javed, 2013) & (Damati,2011 ) .
Figures (1-1): Research Model
Independent Variables Dependent Variables
Marketing factors
Source: Developed By The Researcher
1-6: Research Hypotheses
Based on the importance of the problem and the objectives of the study, the main hypothesis is
the following:
Product Quality
Personal Selling
Price
Speed of Supply
Country of Origin
Purchasing Decision
7
The Main hypothesis
H0: There is no statistically significant effect (α ≤ 0.05) of marketing factors on the decision of
purchasing laboratory medical supplies.
From the Main Hypothesis the Researcher Derive the Following Sub-Hypotheses:
H01: There is no statistically significant effect (α ≤ 0.05) of the Quality of the laboratory
products on the purchasing decision of laboratory medical supplies.
H02: There is no statistically significant effect (α ≤ 0.05) of the Price of the laboratory products
on the purchasing decision of laboratory medical supplies.
H03: There is no statistically significant effect (α ≤ 0.05) of the Speed of Supply of laboratory
products on the purchasing decision of laboratory medical supplies.
H04: There is no statistically significant effect (α ≤ 0.05) of the Personal Selling of laboratory
products on the purchasing decision of laboratory medical supplies.
H05: There is no statistically significant effect (α ≤ 0.05) of the Country of Origin of laboratory
products on the purchasing decision of laboratory medical supplies.
1-7: Procedural and Conventional Definitions:
Purchase Decision:
The stage of buyer decision process in which a consumer actually buys the product (Kotler et
al., 2013).
Price :
It is a set of values that consumers exchange for the benefits of having or using a product or
service (Kotler et al., 2005).
Product Quality :
8
The totality of features and characteristics of a product that bear on its ability to satisfy stated
or implied needs (Kotler & Keller, 2016).
Personal Selling:
Is a form of person-to-person communication in which the seller tries to assist and / or
persuade potential buyers to purchase a product or service of the company (Belch & Belch,
2003).
Country of Origin :
Is the country in which the product is manufactured and also called the country of resource.
( www.wikipedia.org/wiki/Country_of_origin,2017)
Laboratory:
Is a department in the hospital or health centers that performs tests for clinical samples in order
to obtain information that contributes to the diagnosis of diseases and facilitate the treatment
and prevention of the disease and maintain the health of the patient.
Supply Companies:
Is the company that provides the necessary medical supplies and equipment for conducting
laboratory tests in the laboratory section.
Speed of Supply:
Is the minimum time required to deliver medical supplies to the place of request from the time
of the purchase order.
9
Chapter Two
Theoretical Framework and Literature Review
Part 1: Marketing Factors Affecting on Purchasing Decision
2-1: Introduction
2-1-1: Product Quality
2-1-2: Price
2-1-3: Speed of Supply
2-1-4: Personal Selling
2-1-5: Country of Origin
10
2-1: Introduction
The success of the Jordanian medical sector and its creativity in all fields of medicine
represents a huge achievement. Jordan has proceeded to a regional and international level, as it
has become a destination for patients from all over the neighboring countries who seek the
distinguished medical services in all its fields and at a competitive and appropriate prices.
The raise in demand for therapeutic services has led to an increase in the number of medical
establishments, including hospitals, pharmacies, medical laboratories and radiation centers. In
addition, the numbers of medical and laboratory supply companies increased in a clear and
remarkable way in recent years, to meet the needs of those companies.
The expansion in medical success in Jordan and the growing demand for medical services in
the Kingdom have made medical supplies companies in Jordan focusing on marketing
processes through several marketing factors such as product quality, price and many more,
because they are sensitive and important for such customers.
These marketing factors have been introduced according to the targeted medical markets in a
manner that enables them to meet the needs and desires of customers as well as obtaining the
satisfaction and loyalty of customers and achieving the goal sought by the companies, which is
profit in addition to maintain the competition in the medical markets.
(McCarthy,1964) classified various marketing activities into marketing mix tools of four broad
kinds, which he called the four Ps of marketing: product, price, place, and promotion(McCarthy
& Perreault,2002).Once the objectives are established, the marketers must decide how to
achieve these objectives. This produces a set of general strategies that must be refined into
actionable and achievable activities. The marketing mix elements (product, price, promotion,
11
and distribution) represents the tools in which an organization 's broad marketing strategies are
translated into marketing programs for action.( Burnett,2008)
2-1-1: Product Quality :
Product quality should also be determined by how customers view the product. from a
marketing perspective, quality means a product’s ability to satisfy a customer’s needs or
requirements(McCarthy & Perreault,2002),also quality in business, engineering, and
manufacturing, quality means noninferiority or a superiority of the product. It meets or exceeds
customer or other user expectations (De Feo, 2001).
In addition (Crosby , 1980) defined quality as conformity to requirements, not goodness,
quality means those features of products which meet customer needs and thereby provide
customer satisfaction. In this sense, the meaning of quality is oriented to income.(Juran
&Godfrey,1999).
A distinction can be made between two types of quality, product features which enhance
customer satisfaction,and freedom from deficiencies,which increase customer satisfaction
(Juran,1992).
The concept of quality is difficult to study, because people perceive quality differently
(Burgess, 1996). Some scholars have focused on combined or assimilated design of products
and services (Zaifang & Xuening, 2010)
In reference to the above quality definitions the researcher suggests that quality of product is:
The Sum of attributes and characteristics in the medical product that meet the needs of the
medical laboratory and facilitate its work.
Eight dimensions of product quality management can be used at a strategic level to
analyze quality characteristics (Garvin ,1987):
12
1. Performance:
Performance refers to a product's primary operating characteristics. This dimension of
quality involves measurable attributes; brands can usually be ranked objectively on
individual aspects of performance, for instance ease of operation of medical devices.
2. Features:
Features are additional characteristics that enhance the appeal of the product or service
to the user. presence of free maintenance of the medical device.
3. Reliability:
Reliability is the likelihood that a product will not fail within a specific time period.
This is a key element for users who need the product to work without fail.for example,
asking about the advantages of medial product before buying .
4. Conformance:
Conformance is the precision with which the product or service meets the specified
standards. for instance medical product specification and can be developed.
5. Durability:
Durability measures the length of a product’s life. When the product can be repaired,
estimating durability is more complicated. The item will be used until it is no longer
economical to operate it. This happens when the repair rate and the associated costs
increase significantly. the device can be repaired by maintenance engineering.
6. Serviceability:
Serviceability is the speed with which the product can be put into service when it
breaks down, as well as the competence and the behavior of the serviceperson. for
example service guarantee and availability of spare part.
13
7. Aesthetics:
Aesthetics is the subjective dimension indicating the kind of response a user has to a
product. It represents the individual’s personal preference. the external appearance of
device.
8. Perceived Quality:
Perceived Quality is the quality attributed to a good or service based on indirect
measures.for example the device works with high accuracy.
2-1-2: Price
Price as a concept relates to customer satisfaction which can be explained as “assessment of the
possible outcomes compared to the costs paid by the consumers” (Oliver, 2006).
Also price is the amount of money that is charged for “something” of value . (McCarthy &
Perreault,2002),the price is considered the only element in marketing that generates revenue,
unlike other elements that represent costs. Price is one of the most flexible elements that can
change quickly. It is one of the first problems that faces many marketing managers and
companies. Pricing is also a major strategic tool for creating and capturing value for customers.
(Kotler et al.,2005).
Furthermore pricing is one of the most important elements of the marketing mix, as it affects
profit, volume and share of the market and consumer perceptions. Just as pricing plays a crucial
role in determining brand image, increasingly companies are being judged on the transparency
and equity with which they treat price as a marketing variable.(Stone & Desmond,2007)
From a customer's point of view, value is the sole justification for price, many times customers
lack an understanding of the cost of materials and other costs that go into the making of a
product. But those customers can understand what that product does for them in the way of
14
providing value. It is on this basis that customers make decisions about the purchase of a
product( Burnett,2008)
In reference to the above price definitions, the researcher suggests that price is: The value paid
by the customer to the medical laboratory companies to obtain or purchase a medical product .
When marketing managers administer prices, as most do, they must consciously set a price-
level policy. As they enter the market, they have to set introductory prices that may have long-
run effects. They must consider where the product life cycle is and how fast it’s moving. And
they must decide if their prices should be above, below, or somewhere in between relative to
the market. (McCarthy & Perreault,2002).
Several options exist for pricing new products:-(Kotler et al., 2014)
1. Prestige Pricing:
For example, hospitals or medical laboratory suppliers seeking to position themselves
as luxurious and elegant enter the market with a high price to support this position
2. Market-Skimming Pricing:
Price skimming is setting a high price when the market is price-insensitive, and it can
make sense when lowering the price will create less revenue. Price skimming can be an
effective short-term policy.
However, one danger is that competition will notice the high prices that consumers are
willing to pay and enter the market, creating more supply and eventually reducing
prices
3. Market-Penetration Pricing
Rather than setting a high initial price to skim off small but profitable market segments,
other companies set a low initial price to penetrate the market quickly and deeply,
15
attracting many buyers and winning a large market share,Several conditions favor
setting a low price
The market must be highly price-sensitive so that a low price produces more market
growth
There should be economics that reduce costs as sales volume increases
The low price must help keep out competition
According to(George & Kostis,2005),there are many goals (objectives) of pricing,
including: Increase Sales, Increase Revenues, Maximize Sales ,Maximize Market Share,
Coverage Of Increased Costs ,Quality leadership, Resistance Against Competition, Market
Development ,Sales Stability, Attract New Customer and Maintain Existing Customer.
2-1-3: Speed of Supply
The importance of speed of supply is evident in the medical sector in general and in medical
laboratories in particular because it is a matter of human life. This is especially important
because some laboratory tests help the doctor if the patient needs to be hospitalized.
The distribution component of the marketing mix achieves the temporal benefit of obtaining the
product at a time that the consumer needs it (medical laboratory). One of the objectives of the
purchasing process is to obtain medical materials in the appropriate time to ensure continuity of
work. Supply speed is considered as an important factor when medical laboratories and
hospitals deal with supply companies. The supply company takes the supply speed factor in the
competition between the suppliers of medical supplies.
Transportation plays a connective role among the several steps that result in the conversion of
resources into useful goods in the name of the ultimate consumer. It is the planning of all these
functions and sub-functions into a system of goods movement in order to minimize cost
16
maximize service to the customers that constitutes the concept of business logistics. The
system, once put in place, must be effectively managed. (Fair &Williams,1981)
The researcher believes that the speed of supply is the time that is necessary to deliver
laboratory medical materials to the laboratory in the shortest possible time.
2-1-4: Personal Selling
Personal selling is considered an important tool of marketing because it is one of the elements
of the promotional mix, which is based on direct contact between the companies that supply
medical laboratory materials, and medical laboratories and in a way that positively affects the
purchase decision.
It is an excellent means in terms of its ability to design persuasive messages according to the
needs and desires of medical laboratories. However, the cost of Personal selling is high and
exceeds the cost of the rest of the elements of the promotional mix.
Personal selling, unlike advertising or sales promotion, involves direct relationships between
the seller and the prospect or customer.( Peter&Donnelly, 2001)
In addition personal selling it is a personal communicating process that aims at persuading
possible purchasers,and make them purchase a commodity or a service that it promotes, and it
represents a source of financial benefit through the completion of the sale. (Chonko et al.,
2003),also (Denis,2000) defines Personal selling as a communicative activity that requires
smiling, exchanging conversation, building friendly relationships with distancing resentment,
conflict and trauma, whatever its kind is,further more Personal selling can be defined as
personal contacts aiming at informing the consumer and convincing him to purchase a product,
or anything that can satisfy him and satisfy his needs. (Berkowitz et al., 2000),The researcher
believes that Personal selling is the personal efforts and the process of direct face to face
17
contact between the companies that supply laboratory materials, and medical laboratories to
persuade them to buy the medical product.
The nature of personal selling positions this promotional as a tool uniquely among those
available to marketers. Its advantages include the following: (Belch & Belch, 2003).
1) Allowing for two-way interaction:
The ability to interact with the receiver allows the sender to determine the impact of the
message, so the medical representative should enhance the relation between medical
supplies companies and private laboratories .
2) Tailoring of the message:
Because of the direct interaction, messages can be tailored to the receiver. This more
precise message content lets the sender address the consumer’s specific concerns,
problems, and needs. Notifying the provider company about any defect or unsatisfaction
from the laboratories.
3) Lack of distraction:
In many personal selling situations, a one-to-one presentationis conducted. The
likelihood of distractions is minimized and the buyer is generally paying close attention
to the sales message. the medical representative should deliver a clear message about
the company's product.
4) Involvement in the decision process:
Through consultative selling and relationship marketing, the seller becomes more of a
partner in the buying decision process, acting in conjunction with the buyer to solve
problems. the medical representative help the laboratories to purchase the medical
product .
18
5) Source of research information:
In a well-integrated marketing/sales department the sales force can be the “eyes and
ears” of the firm. sales representative can collect information on competitors’ products
and services, promotions, pricing, and so on, the medical representative informs the
company about the market related factors such as price and new product.
2-1-5: Country of Origin
Country-of-Origin is the “overall perception consumers form about of products, from a
particular country, based on their prior perceptions of the country’s production and marketing
strengths and weaknesses” (Roth & Romeo, 1992). also country-of-origin phenomena is also
named as the “Made in….” labelling which is an extrinsic cue and can be seen on different
products (Orth & Firbasova, 2003)
Country images are likely to influence people's decisions related to purchasing, investing,
changing residence and traveling (Kotler & Gertner, 2002).
In addition (Nebenzahl, et.al ,1997) defines country-of-origin as an associated with a certain
product or brand regardless of where the product is produced, further more(Gurhan &
Maheshwaran, 2000) defines country-of-origin extent to which place of manufacture influences
product evaluation, country-of-origin can be defined a factor that reflects a consumer's general
perception about the quality of products made in a particular country and the nature of people
from that country (Knight & Calantone, 2000).
Country-of-Origin can be defined as the country of assembly of a product implying the
products produced (assembled) either in their brands home country (uninational product), in
countries other than the brand home country (Haubl & Elrod, 1999).
19
The researcher believes that country-of-origin is the home country in which the medical
product is manufactured regardless of where it is assembled and packaged.
20
Part 2
Purchase Decision
2-2: Introduction
2-2-1: Types of Decision-Making
2-2-2: Decision-Making Process
21
2-2: Introduction
Marketers are interested in consumers’ purchase behaviors, and the decision making process.
The consumers’ decision making is a choice amongst various alternatives that address
problematic issues like: what to buy, where to buy, when to buy, how to buy, how much to buy
(Sangeeta,2011).
Consumers have different needs and desires that make them different from one another. They
also have different consumption patterns because of the different environmental factors that
influence their behavior formation. Therefore, marketers seek to meet the needs and desires of
consumers by providing goods and services that meet these needs and desires (Sangeeta, 2011)
Some purchase decisions are more important than others, the amount of effort we put into each
one differs. Sometimes the decision-making process is done almost automatically; we seem to
make snap judgments based on very little information. At other times, reaching a purchase
decision begins to resemble a full-time job. A person may literally spend days or weeks
thinking about an important purchase such as a new home, even to the point of obsession.
(Solomon,et al., 2006).
As for the decision to buy medical and laboratory products, the purchasing decision is difficult
because it is related to the diagnosis of the disease, so it is necessary to choose medical
products according to many measures and to examine the medical laboratory product,
especially if the product is purchased for the first time. The purchasing decision should be
studied carefully to ensure medical laboratories access to good medical laboratory products.
The decision to buy medical and laboratory products is complex and often takes time.
22
2-2-1: Types of Decision-Making
All consumer-buying decisions are not alike and amount of effort put into the decision making
process differs. When the decision-making process is almost automatic, snap judgment can be
made with little information search. This kind of routinely made buying decision involves little
risk and low involvement. Other times the decision-making process requires a lot of time and
information search.
The products that are bought rarely involve high risk and extensive problem solving (Kardes
et.al,2011). Figure ( 2-1) shows four types of decision making based on the degree of consumer
involvement.
Figure( 2-1). types of buying behavior
Source: Kotler&Armstrong(2010),Principles of Marketing,Pearson Education, New
Jersey,pp176-177
1- Complex Buying behavior :
The medical laboratories face complex buying decision when they meet the problem of
choosing a product that they don't know any information about it.Complex buying behavior
can be initiated by a motive that is central to an individual’s self-concept. The products that
23
are bought seldom like a laboratory equipment or laboratory machine require considerable
amount of consideration before the purchase decision.
The consumer is highly involved because the product is expensive, risky and reflects the
consumer itself. Many brands can be evaluated separately to see which brand responds best to
the set of desired characteristics. (Kotler&Armstrong,2010).
For example, buying the medical laboratory equipment, although it is important to buy them
but the laboratory faces a problem of its high price.
2- Dissonance-Reducing Buying Behavior :
During dissonance-reducing buying behavior consumers are highly involved, because the
product can be expensive, self-expressive and bought infrequently, However, consumers see
little or no difference among the brands. It is a straightforward and simple activity to choose a
product among alternatives even if the consumer may shop around. (Kotler et.al,2013)
3- Habitual Decision-Making:
Habitual decision-making choices are usually made routinely with little or no conscious effort.
This is almost opposite to extended decision-making where information is searched. Many
decisions are made so routinely that the consumer does not even realize them before seeing
products in the shopping cart. It is almost like consumer works automatically without
conscious control. also this kind of activity can be seen dangerous or critical, but at the same
time efficient. The consumer can minimize the time used in selecting products and energy
spends on decisions. This habit becomes a problem for marketers when they want to change
the consumer’s old habits by introducing a new product.
The products that are purchased frequently in laboratory is like a buying the medical
laboratory disposables that are regularly used liked syringe , cotton , alcohol,…..etc.
24
4- Variety Seeking Buying Behavior:
The last type of decision-making is variety seeking buying behavior. As the name already
reveals, customers are interested to change the brand for the sake of variety rather than
dissatisfaction. customers can make buying decisions without evaluation and evaluate the
brand during consumption. However, next time the customers might pick up a different brand
simply to try another brand. (Kotler&Armstrong,2010),for example the process of buying or
searching for new medical supplies
2-2-2: Decision-Making Process
A customers decision-making process includes five stages that the customers goes through
before the actual purchase. During these stages the customers recognizes the need, gathers
information, evaluates alternatives and makes the purchase decision. After the actual purchase
comes post purchase behavior where the consumer evaluates the received satisfaction level.
(Kotler &Armstrong,2010).
Figure (2-2) Buyer Decision Process
Source : Verma and Duggal(2015), Marketing first edition, Oxford high education
1- Need Recognition:
Problem recognition or need recognition is a state when a discrepancy is felt between
existing or actual state and desired state .to put it simply, it refers o when the difference
between the existing state and desired state is big enough to be perceived by a
customers and activities his decision making process for finding a solution to it(Verma
and Duggal,2015).
Need
Recognition
Post
Purchase
Behavior
Purchase
Decision
Evaluation
of
Altrenativ
e
Information
Search
25
2- Information search:
An interested consumer may or may not search for more information. If the
consumer’s drive is strong and a satisfying product is near at hand, the consumer is
likely to buy it then. If not, the consumer may store the need in memory or undertake an
information search related to the need (Kotler et al., 1999).Information provided by
marketers is invariably favorable to the product and/or brand. Consumers are especially
likely to note the negative information and to avoid products or brands that receive
negative evaluation (Shiffman & Kanuk, 2004).
3- Evaluation of alternatives.
Evaluate or judge competing alternatives in terms of salient beliefs about relevant
consequences and combine this knowledge to make a choice (Peter & Olson, 1999).
Some basic concepts will help us understand customer evaluation processes .first ,the
customer is trying to satisfy a need. second, the customer is looking for certain benefits
from the product solution. third, the customer see each product as a bundle of attributes
with varying abilities to deliver the benefits ( Kotler& Keller, 2016).
4- Purchase Decision :
The consumer has evaluated alternatives and is ready to proceed to the actual purchase
itself. Typically, the consumer’s purchase decision is to buy the most preferred brand.
There are factors that can affect the consumer’s buying decision such as the attitudes of
others or beliefs about the brand created by marketers. (Kotler&Armstrong,2010).
Particularly when limited problem solving occurs before making a choice. These kinds
of shortcuts can range from universal thoughts like “higher price products are higher
26
quality” or “buy the same brand than last tim”. These shortcuts can turn out to be
unfavorable to the consumer. (Solomon,et al., 2006).
5- Postpurchase Behavior:
The marketer’s job does not end when the product is bought. After purchasing the
product, the consumer will either be satisfied or dissatisfied and will engage in post
purchase behavior of interest to the marketer. (Kotler&Armstrong,2010)
According to the (Verma &Duggal,2015) A post purchase level have three possibilities
exist :
1. Satisfaction :when a consumer's expectations are met or when there is no
discrepancy between expectations and delivery
2. Dissatisfaction : when the consumer feels dissatisfied when delivery is short of
expectations ,it’s a negatively charged situation and the consumer feels
displeasure and disappointment.
3. Delight : when the consumer feels delighted as actual delivery exceeds
expectations. customer delight is caused when customer is pleasantly surprised .
27
Part 3
Medical laboratories
2-3-1: Introduction
2-3-1-1: Fundamental of Medical Laboratories
2-3-1-2: Development of Medical Laboratories
2-3-1-3: Importance of Medical Laboratories
2-3-1-4: Department & Responsibilities of Each Unit in
Laboratory
28
2-3-1: Introduction
Medical laboratories are at the top of the major medical professions. This specialization is also
one of the main and developed majors in the critical medical studies, besides other medical
majors, rendering this specialization as a fundamental profession in medicine. In practice, there
is no hospital, medical center or dispensary without a laboratory, regardless of its area or
number of examination carried out in the laboratory.
Medical laboratories have their vital significance in many of the illnesses, as the physician
cannot approach an (appropriate) decisive diagnosis without demanding the laboratory
examinations and checking the results.
The Medical laboratories sector is the third of the largest medical and health sectors in Jordan
in terms of the numbers of the workers. It comprises (12%) of the total workers in the different
medical and health sectors, with its rank just after medicine and nursing sectors.( Ministry of
Health,2016)
These institutions are based on scientific, medical and technical foundations, and on the use of
different devices and equipment, ranging from simple instruments and equipment's to the
highly sophisticated, sensitive technologies and devices. The aim is to obtain very accurate
results and diagnosis, upon which the selection of the proper treatment depends, as well as
follow-up of the patients. Even more, they contribute to detecting the disease before the
appearance of its symptoms, treat it or apply preventive procedures for the disease.
2-3-1-1: Fundamental of Medical Laboratories
The Medical laboratories kept up with the beginnings of the medical development in Jordan,
with the first laboratory for medical analyses in south of Jordan was in (1927) in Ma'an City.
This was followed by initiating the first governmental laboratory in Amman City (the Capital
29
of jordan) in (1940). Thereafter, the central laboratory for medical examinations was opened in
Amman in (1953) (Abu Taha ,2016).
As a result of the increase of health awareness, and the importance of the medical laboratories
in treating the patients, in terms of patient diagnosis, treatment and follow-up, the first private
medical laboratory was established in Amman in (1954) (Abu Taha ,2016).
Given the significance of Jordan and its international status in the medical sector, being a
pioneer country in the medical sector and keeping up with the advancements in this sector,
increasing numbers of patients came to jordan for medical treatment. Consequently, this led
into an increase of the medical service providers in jordan , including the medical laboratories.
Numbers of private sector medical laboratories increased in the jordan to amount (537) private
medical laboratories, distributed over all the governorates of Jordan. Majority of these
laboratories were centered in Amman (67.6%), followed by Zarqa (11.92%), and Irbid (7.1%),
as per the following table:
Table (2-1): Number of Private Medical Labratories in Jordan.
Governorate Number Percentage
Amman 363 67.6 %
Zarqa 64 11.92 %
Irbid 38 7.1 %
Balqa'a 26 4.8 %
Karak 9 1.68 %
Madba 8 1.49 %
Aqaba 8 1.49 %
Al-Mafraq 6 1.12 %
30
Jarash 6 1.12 %
Ma'an 5 0.93 %
Al-Tafelah 3 0.56 %
Ajloun 1 0.19 %
Total 537 100%
Source: (Ministry of Health, 2017), Directorate of Licensing of Health Professions Institutions.
Furthermore, the number of the private sector laboratories in Amman noticeably increased,
from about 233 labs in 2010 up to 363 in 2017, increased up to (156 % ) , distributed over the
large areas of the Amman .Except , there are laboratories inside the private hospitals in the City
of Amman (Ministry of Health,2017).
2-3-1-2 : Development of Medical Laboratories :
Medical laboratories are among the areas most influenced by the technological and scientific
progresses in our age. In the past, the laboratory examinations relied mainly on primitive
methods in carrying out the laboratory examinations, which required more time and effort, not
to mention low accuracy levels, as they depended on the manual (not automated) works (Al-
kateeb et al., 2014).
Due to the medical laboratories importance in diagnosis and patient follow-up, there was a bad
need to develop the medical laboratory sector; particularly, the medical equipment, which
contributed in creating a revolution in the medical laboratories domain. Such developed
medical instruments contributed to reduce both the patients and medical laboratories workers'
sufferings; as more than one examination could be carried out for the same person, from the
same one sample taken from the patient.
31
On the other hand, the auto analyzers systems, which are widely used in the medical
laboratories, are the most important aspects of this development. These devices are able to
identify the patient's sample, carry out the medical analyses and print the results automatically,
in the highest accuracy degrees. The capacity of such equipment may sometimes approach
(900) examination per hour (Al-kateeb et al., 2014).
The significance of the medical laboratories development and the technologies used in this
sector, helped in many vital changes in the health care, such as:
1- Detecting the diseases in the early stages;
2- Reducing the time needed to recognize the lab examinations, especially in the urgent
cases;
3- Avoiding the human errors, and obtaining more accurate results (may come up to
100%) in some equipment.
4- Taking only small amounts of blood, which reduces the patient's suffering.
5- Savings in the medical materials and disposables used in the lab.
This great development in the laboratory examinations technology contributed to the increase
of the medical laboratory examinations and diversification, as a result of increasing levels of
knowledge of the community and physicians as well. For instance:
1- Immunity,Hormone and chemical examinations became quicker and more accurate.
2- Bacterial and viral examinations, as the polymerase chain reaction (PCR) became one
of the most accurate examinations to diagnose a large number of diseases, including
AIDS, hepatitis virus, and other diseases.
3- DNA examinations became an important part to identify the ID of the dead bodies,
parentage, genetically diseases, crimes murders, etc.
32
2-3-1-3: Importance of Medical Laboratories :
Medical laboratories are an important component of the medical care system, given that the
diagnosis of many diseases and health problems mainly depend on these laboratories. They
help the physician in selecting and determining the suitable diagnosis of a certain disease, and
accordingly, providing the required medical treatment.
The most important processes and functions the laboratories accomplish are:(Albzour,2016)
1- Diagnosis: distinction of the presence of a certain disease from other diseases, or the
natural condition, based on the laboratory examination results.
2- Treatment: identifying the proper treatment of the bacterial infections, where the
antibiotics effectiveness on the disease-causing bacteria is tested; and then providing a
detailed report about the pertinent medicines to eradicate the disease-causing bacteria.
3- Prognosis: knowledge of the disease development stage with the patient, through the
results of laboratory examinations; specifically, whether the disease severity increases
or decreases, based on the examination results.
4- Follow-Up: through repeating the lab examinations of the patient, after taking
appropriate treatment, and comparing the new results with the previous results, to know
whether the treatment method is appropriate or no .
5- Examinations related to social, criminal and judicial issues: such as detecting drug
abuse, doping abuse, alcohol drinking, and parentage proof.
2-3-1-4: Department & Responsibilities of Each Unit in Laboratory :
The laboratory consists of many department, among them:
(www.wikipedia.org/wiki/Medical_laboratory,2017).
1. Microbiology: receives almost any clinical specimen, including swabs,feces
, urine, blood, sputum, cerebrospinal fluid, synovial fluid, as well as possible
33
infected tissue. The work here is mainly concerned with cultures, to look for
suspected pathogens which, if found, are further identified based on biochemical
tests. Also, sensitivity testing is carried out to determine whether the pathogen is
sensitive or resistant to a suggested medicine. Results are reported with the
identified organism(s) and the type and amount of drug(s) that should be prescribed
for the patient.
2. Parasitology : responsible for examining parasites, feces samples may be examined
for evidence of intestinal parasites such as tapeworms or hookworms and others.
3. Virology: is concerned with identification of viruses in specimens such
as blood, urine, and cerebrospinal fluid.
4. Hematology: works with whole blood to do full blood counts, and blood films as
well as many other specialised tests.
5. Coagulation: requires citrated blood samples to analyze blood clotting times and
coagulation factors.
6. Clinical Biochemistry: usually receives serum or plasma. They test the serum for
chemicals present in blood. These include a wide array of substances, such as lipids
, blood sugar, enzymes, and hormones.
7. Toxicology: mainly tests for pharmaceutical and recreational
drugs. Urine and blood samples are submitted to this lab.
8. Immunology/Serology : uses the concept of antigen-antibody interaction as a
diagnostic tool. Compatibility of transplanted organs is also determined.
9. Blood bank : determines blood groups, and performs compatibility testing on donor
blood and recipients. It also prepares blood components, derivatives, and products
34
for transfusion. Regulated by the FDA since giving blood is considered a drug, this
unit determines a patient's blood type and Rh status, checks for antibodies to
common antigens found on red blood cells, and cross matches units that are
negative for the antigen.
10. Urinalysis : tests urine for many analytes. Some health care providers have a
urinalysis laboratory, while others don't. Instead, each component of the urinalysis
is performed at the corresponding unit.
11. Histopathology: processes solid tissue removed from the body (biopsies) for
evaluation at the microscopic level.
12. Cytopathology : examines smears of cells from all over the body (such as from
the cervix) for evidence of inflammation, cancer, and other conditions.
13. Genetics: mainly performs DNA analysis.
14. Cytogenetics: involves using blood and other cells to get a karyotype. This can be
helpful in prenatal diagnosis (e.g. Down's syndrome) as well as in cancer (some
cancers have abnormal chromosomes).
15. Surgical pathology : examines organs, limbs, tumors, fetuses, and other tissues
biopsied in surgery such as breast mastectomies.
35
Part 4
Previous Studies
2-4-1 : Previous Studies
2-4-2 : A Summary of Previous Studies
2-4-3 : What Distinguishes This Study?
36
2-4-1: Previous Studies
1- The Study of (Joudeh,2017) entitled with "Marketing Factors Influencing Customer
Buying Decision For Pharmaceutical Products.(A Field Study on Customers in Zarqa
Governorate)".
The objective of this study is to detemine the effect of marketing factors on the purchasing
decision of the customers of the pharmaceutical products represented by (pharmacy site,
country of origin of the drug, service provided in pharmacies, pharmacy brand name and
availability of alternatives in pharmacy). In order to achieve the objectives of the study and
test hypotheses, a total of (450) questionnaire was distributed to customers from various
pharmacies in Zarqa Governorate, based on the simple random sampling method. After the
completion of the distribution, a total of (422) questionnaires were retrieved (28)
questionnaires that the researcher could not retrieve.. Thus, the number of questionable
questionnaires (393) (88%) of the total questionnaires.
The study found that there is a statistically significant effect of the variables combined.
The study also showed that there is a statistically significant effect on these variables, with
different levels of influence. Where the study confirmed that the availability of
pharmacological alternative in pharmacies had the greatest impact of these factors followed
by the country of origin of the drug, and then service in the pharmacy, and then the trade
name of the pharmacy, and the location of the pharmacy the least impact among these
marketing factors.
The study recommended the necessity of choosing the appropriate location for pharmacies
and providing a range of health services in the pharmacy to accompany the sale of the
37
drug. The study also recommended the necessity of providing alternatives to the medicine
continuously, and not restricting customers to one option, provided that the customer has
the freedom to choose the medicine according to his wishes, And the need to choose the
names of pharmacies that reflect the basic task of pharmacy.
2- The Study of (Al-Azzam , 2016) A Study Of The Impact Of Marketing Mix For
Attraction Medical Tourism In Jordan.
The objective Of this study was to determine the marketing mix to attract medical
tourism to Jordan and evaluated the actual Potential foreign patients represented by
cost, quality and other aspects of recognition of the role of government And
relevant bodies in this market.
The study sample consisted of 200 patients who were come to Jordan for treatment
in Jordanian hospitals. The study concluded that there is a statistically significant
relationship between the elements of the marketing mix and the therapeutic
attraction.
The study concluded that the price is one of the most attractive and influential
factors for patients coming to Jordan.
3- The Study of( Ismail ,2016) entitled with " The Effect of the Factors Attracting
Medical Tourists to Choose Jordanian Hospitals as a Medical Touring Destination
(Empirical Study on Therapeutic Tourists in Amman / Jordan).
The aim of the study was to determine the effect of the factors which attract therapeutic
tourists who come for the treatment in Jordanian hospitals in the city of Amman;
(quality of medical service, efficiency of medical staff, contacting and communication,
38
price). To achieve the objectives of the study and to test its hypotheses, a simple random
sample of (402) patients was selected from the study population of (300,000).
The study found that there is a statistically significant effect of the variables; quality of
medical services, medical staff, medical services, and ease of communication on the
selection of Jordanian hospitals as therapeutic tourism destinations with varying effects. It
also found that there is a statistically significant impact of these variables for each one
alone, when they are not together. The ease of communication has the greatest impact on
attracting tourists and selecting Jordanian hospitals, followed by the quality of medical
service and the efficiency of medical staff. The study also found that there is no
statistically significant effects on the variables of price and the efficiency of medical staff
to attract therapeutic tourists in choosing the Jordanian hospitals as a tourist destination
when the study variables are combined.
This study recommended that Jordanian hospitals consider the factors that affect the
attraction of therapeutic tourists to select Jordanian hospitals for treatment, as well as the
importance of developing the quality of medical services provided to the therapeutic tourist
and raising the efficiency and expertise of medical staff. Besides, the study recommended
to pay attention to the factor of price of medical services in order to increase the attraction
of therapeutic tourists to Jordan as a destination for treatment.
4- The Study of (Mujahidi and Madah, 2015) entitled with "The Impact of the
Personal Characteristics of the Salesman on his Selling Performance (A field study
on cars sector in Algeria).
This study aims to provide a new contribution to the existing literary background on
salesman personality traits, and to the studies analyzing his performance, through the study
39
of the impact of salesman personality traits including: physical, psychological and
cognitive traits on his selling performance. Accordingly, this study highlights the
theoretical concepts related to personality in general, in addition to the use of statistical
methods to analyze the potential differences in performance between salesmen in the
Algerian automotive sector, and what are the main reasons behind these differences if they
exist. The main findings of this study confirm the existence of an effect of all salesmen
traits and personal characteristics on their performances.
5- The Study of (Al-Dqas,2014) entitled with The Impact of Promotional Mix
Elements on Medical Prescription Decision of Specialized Physician's (Doctors) in
Amman City/Emprical Study.
This study aims to investigate the impact of promotional mix elements on physicians'
decision process for medical prescription in Amman city. To achieve the objectives of the
study, a sample of (355) specialist physicians has been selected from the population of
(1380) specialist physicians and the retrieved percentage was 86%.,
the results showed a significant statistical effect of the elements of the promotional mix
together on physicians' decision process in Amman city. In addition, the results indicated
that there is a significant relationship between the elements of the promotional mix and the
physicians' decision for medical prescription. Results of the study also showed that the
elements of sales promotion, public relations and advertising have the greatest impact on
the physicians' decision for medical prescription but the importance of both personal
selling and publicity in the presence of other elements were weak. The study emphasized
on the importance of using promotional mix elements in the pharmaceutical companies in
order to influence on physicians' decision process for medical prescription
40
6- The Study of (Nour et al.,2014) entitled " The Impact of Promotional Mix
Elements on Consumers Purchasing Decisions''
The study examined the impact of promotional activities exercised in Jordanian
shareholding Ceramic and glass production companies on their consumers purchasing
decisions. For the purpose of this study a pre-designed questionnaire has been
distributed to a purposeful sample of 36 managers and staff in marketing departments of
these companies. A set of results has been found, and can be summarized as follows:
The degree of promotional mix elements practice in Jordanian shareholding Ceramic
and glass production companies was high for advertising, personal selling, and sales
promotion, while it was moderate to low for publicity, and public relations.
The study recommended ,It is essential for Jordanian shareholding Ceramic and glass
production companies to pay more attention in increasing their promotional activities
practice, and reinforce their accomplishments in promotional mix elements advertising,
Personal Selling, and Sales Promotion that effecting consumers purchasing decision
making.
7- The Study of (Lenin , 2014) Measuring Supply Chain Performance in the
Healthcare Industry.
The objective of This study is to critically assess and investigate the supply chain
activities of Al Zahrawi Medical, U.A.E and to identify and address the areas of
weakness that may affect organizational performance.
The findings suggested that optimizing the operations would help the company to
achieve higher profits and have a competitive advantage.
41
The conclusion of This study provided empirical insights, in terms of health care
complexity and identified significant differences in terms of product portfolio range,
cost contribution, delivery frequency patterns, size of supplier base, lead time, inventory
management and distribution tactics and replenishment control and decision. The
findings suggested that optimizing the operations would help the company to achieve
higher profits and have a competitive advantage.
The recommendations of this study these All the factors affecting the forecasting should
be looked into and checked if they still influence the demand forecast. Improved
forecasts can benefit all trading partners in the supply chain. It can result in lower
inventory levels, reduced stock outs and higher customer satisfaction.
8- The Study of (Alfred ,2013) Influences of Price And Quality On Consumer
Purchase Of Mobile Phone In The Kumasi Metropolis In Ghana A Comparative
Study.
The study focused on the consumers of the selected mobile phones in Kumasi
Metropolis in Ghana. The study use both primary data and secondary data.
Questionnaires, personal interviews and price list of the selected mobile phones were
used. The study use non probability sample method. This study is descriptive research
which tries to describe how consumers are been influence by Price and Quality when
buying mobile phone. Interviews and questionnaires were the main instrument used for
collecting data in this study.
The outcome of the study was that Price and quality has influence on the consumer
buying decision and that consumers consider both price and quality in their buying
situation.
42
9- The Study of (Javed ,2013) Impact of Country-of-Origin on Product Purchase
Decision.
The purpose of this study is to explain, explore and to analyse the possible impact of
the different Country-of- Origin on consumers purchase decision on three different
categories of products. This study is conducted from a consumer-based view to
investigate what to what extend Country-of-Origin effect the customers purchasing
decision for three different categories of products .
Primary data was collected using standardized questioners from four different cities of
Pakistan. Results demonstrated that the people who looks for Country-of-origin
information, they have certain images of different countries in different product
categories. Research also concluded that Pakistan is only preferred country in Fabric
products and not in electronics and cosmetics products. Product Involvement and
Product knowledge does affect the customer choices in term of selecting the countries
across different product categories,Demographic variables also influenced the
Country-of-Origin effect. “Made in Pakistan” was evaluated better for Fabrics but not
for Electronics or Cosmetics.
10- The Study of (Damati,2011) entitled with The Impact of Marketing Mix Elements
of Optical Medical Products on Its Marketing Performance in Jordan.
The objective of this study was to identify the effects of the marketing mix of the visual
medical products such as (the characteristics of the visual medical product, pricing,
promotion and distribution) on their marketing performance in the optics industry and trade
in Jordan. The researcher relied on the descriptive analytical method to describe the study
variables and test the hypotheses using the statistical package for social sciences SPSS.
43
The sample of the study was (108) companies and institutions in the optical industry and
trade.
The study came up with several conclusions, most notably the absence of a statistically
significant effect on the characteristics of the visual medical product on the marketing
performance in the optical companies and trade in Jordan at the level of significance (α
<0.05), as well as the existence of a statistical significance effect of the decisions of the
pricing of optical medical products on the marketing performance in the companies of the
manufacture and trade of optics in Jordan at the level of significance (α<0.05).
11- The Study of (Abu Baker. Et al,2009) Measuring Supply Chain Performance
Among Public Hospital Laboratories.
The purpose of this paper is to investigate the efficiency levels of the
decision‐making units within the public hospital laboratories in using their chain
towards meeting the satisfaction of doctors.
Data was collected from two senior laboratory administrators and 30 doctors of
two hospital laboratories in Malaysia using two sets of structured questionnaires,
which comprised of two dimensions, i.e. doctor satisfaction dimension (DSD) and
supply chain inputs (SCI). The dimensions of DSD and SCI were developed and
that SCI has been relabeled as hospital laboratories inputs (HLI) to suit the nature
of current study. The resulting data were positioned on an importance‐performance
matrix. By using the data envelopment analysis software, the efficient frontier for
both hospital laboratories was calculated under different scenarios.
Results reveal that one of the laboratories satisfies doctors
efficiently using the present levels of HLI for each scenario while the other failed.
44
The study recommended improvements in time-related delivery activities such as
reduction in lead time and on-time delivery may not significantly impact on the
doctors’ satisfaction.
12- The Study of (Sufian,2008): "The Role of Marketing in the Health Sector Services
from the Beneficiaries (Patients) Point of View, A Case Study: Al-Sunawbar
Sanatorium in the City of Setif - Algeria".
The study aimed at identifying the role of marketing mix in improving the quality of health
services and thus achieving the organization's desired health goals. The researcher has
relied on the analytical descriptive approach in studying the variables of the health
marketing mix and testing hypotheses and analyzing the results.
The study came up with a set of results, most notably the elements of the health marketing
mix; service, price, promotion and distribution contribute to improving and achieving a
high level of quality of health services in the sanatorium from the patients point of view.
As they contribute to give a good impression for the patients, and a distinct mental image
compared to other competing health organizations,The study showed that there are two
weakness points inherent to the sanatorium and attention should be focused on them; price
and promotion.
13- The Study of (Hugh,2006) Supply Chain Management in the Clinical Laboratory.
Between 15 and 45 percent of a clinical laboratory’s operating budget is spent on
supplies. Given the size of this expenditure, laboratory managers must pay close
attention to the supply chain and develop effective strategies to manage their inventory.
Areas that need analysis include the carrying cost of supplies, the cost to generate a
purchase order, methods to efficiently count supplies on hand, processes
45
to ensure that lot number items are used before their expiration, and detailed analysis of
the inventory. At the University of California-San Francisco Medical Center, we
investigated options to manage our inventory and implemented a computerized system.
The system required modifications to existing practices, which initially seemed
unwieldy. However, after a relatively short learning curve, the improvement to
operations has been significant, with a reduction in wasted reagents, fewer staff hours
used to count supplies, and the ability to provide prompt analysis of the inventory for
audits and discussions with administration.
In conclusion, we found that the implementation of a computerized supply management
system has helped us organize all of our supply, vendor, storage location, Purchase
order, and equipment data.
The recommendation We have been able to respond more rapidly and accurately to
inquiries for information related to our inventory, purchase order activity, and supply
usage. This system has proven to be effective and has allowed us to make significant
improvements to our material management system with a net savings in operating
expenses.
14- The Study of (Al-Hinnawi ,2004) entitled with "The Marketing Mix Elements and
their Impact on the Overall Performance of Jordanian Pharmaceutical Industries.
The study aimed to analyzing the effect of the elements of the marketing mix; product and
pricing, promotion and distribution, on the overall performance of Jordanian
pharmaceutical companies in terms of local and international sales.
The study sample consisted of (14) Jordanian pharmaceutical industries. The researcher
relied on the descriptive analytical approach in studying the variables of the study, the
46
study came up with a number of results, the most important of which is that there is a
relationship between the elements of the marketing mix cataloging in marketing plans and
organization performance. In addition, it found that the product component had the greatest
impact on the local performance of the organization. At the national level, promotion is the
most important element in the marketing of corporate products. The study recommended
the need to rely heavily on marketing planning and strategic marketing to ensure the
success of performance and achieve the corporate goals.
15- The Study of (Narayanan . et al ,2004) Return on Investment Implications of
Pharmaceutical Promotional Expenditures: the Role of Marketing Mix
Interactions.
The study aimed at finding out the effect of pharmaceutical marketing mix on the
revenues of companies, And how these elements interact with each other, It also aims to
identify the extent to which companies spend on promotional activities and their impact
on return on investment.
The study sample was formed from a group of pharmaceutical companies that produce
anti-allergies. The researchers relied on the descriptive analytical method in studying
the variables.
And to reach the results, the most prominent of which was that direct advertising
through sales men of pharmaceutical products has the greatest impact on increasing
demand for the company's products and thus increasing revenues
16- The Study of (Alallak,2001) entitled "The Effectiveness of the Pharmaceutical
Promotion Efforts which Pharmaceutical Warehouses in Jordan Offer: A Field
Study
47
The aim of the study was to measure the effectiveness of the pharmaceutical promotion
efforts offered by drug depots in Jordan from pharmacists' point of view. The aim of the
study was to measure the difference between pharmacists' evaluation of drug promotion
according to demographic variables such as age, gender, scientific qualification, country of
graduation and number of years of practicing the profession.
The study sample consisted of a random sample of (102) pharmacies in the regions of the
Municipality of Amman
The researcher relied on the descriptive analytical method by distributing the questionnaire
on the sample of the study. The study come up with a number of results, the most
prominent of which is the fact that the pharmaceutical promotion practiced by the drug
depot in Jordan generates positive convictions and enough information about the promoted
drugs, and helps pharmacists to choose between the drugs being promoted. The study also
found that drug promotion efforts positively affect the sale in pharmacies.
2-4-2: A Summary of Previous Studies
Table (2-2) Summary of Previous Studies
Results Methods Year Researcher
Name
Title No
The study found that there
is a statisticallysignificant
effect of the variables
combined. The study also
showed that there is a
statistically significant
effect on these variables.
marketing factors on the
purchasing decision of the
customers of the
pharmaceutical products
represented by (pharmacy site,
country of origin of the drug,
service provided in
pharmacies, pharmacy brand
name and availability of
alternatives in pharmacy).
2017 Joudeh "Marketing Factors
Influencing
Customer Buying
Decision For
Pharmaceutical
Products.(A Field
Study on Customers
in Zarqa
Governorate)".
1
that there is a
statistically significant
marketing mix to attract
medical tourism
2016 Al-Azzam A Study Of The
Impact Of Marketing 2
48
relationship between the
elements of the
marketing mix and the
therapeutic attraction
And The study
concluded that the price
is one of the most
attractive and influential
factors for patients
coming to Jordan
Mix For Attraction
Medical Tourism In
Jordan
there is a statistically
significant effect of the
variables; quality of
medical services, medical
staff, medical services,
and ease of
communication on the
selection of Jordanian
hospitals as therapeutic
tourism destinations with
varying effects
(quality of medical service,
efficiency of medical staff,
contacting and
communication, price).in
selection of Jordanian
hospitals as therapeutic
tourism
2016 Ismail The effect of factors
which attract
therapeutic tourists
in selecting
Jordanian hospitals
as a therapeutic
tourism
3
study showed that most of
the personal
characteristics studied had
influence on the selling
performance of the
salesman.
introducing a new addition to
the existing literary
backgrounds that revolves
around the personality of the
sales person and to studies
aimed at analyzing his
performance by studying the
effect of the personal
characteristics of physical,
psychological and cognitive
characteristics on his selling
performance
2015 Mujahidi
and Madah
"The impact of the
personal
characteristics of the
salesman on his
selling performance
(a field study on cars
sector in Algeria).
4
a significant statistical
effect of the elements of
the promotional mix
together on physicians'
decision process in
Amman city.
investigate the impact of
promotional mix elements on
physicians' decision process
for medical prescription in
Amman city
2014 Al-Dqas The Impact of
Promotional Mix
Elements on Medical
Prescription
Descision of
Specialized
Physician's (Doctors)
in Amman
City/Emprical Study
5
The degree ofpromotional
mix elements practice in
Jordanian shareholding
Ceramic and glass
Promotional Mix Elements on
Consumers Purchasing
2014 Nour et al., The Impact of
Promotional Mix
Elements on
Consumers
6
49
production companies
was high for advertising,
personal selling, and sales
promotion, while it was
moderate to low for
publicity, and public
relations.
Purchasing
Decisions
The findings suggested
that optimizing the
operations would help the
company to achieve
higher profits and have a
competitive advantage
assess and investigate the
supply chain activities of Al
Zahrawi Medical, U.A.E and
to identify and address the
areas of weakness that may
affect organizational
performance
2014 Lenin Measuring Supply
Chain Performance
in the Healthcare
Industry
7
Price and quality has
influence on the
consumer buying decision
and that consumers
consider both price and
quality in their buying
situation
how consumers are been
influence by Price and Quality
when buying mobile phone
2013 Alfred Influences of Price
And Quality On
Consumer Purchase
Of Mobile Phone In
The Kumasi
Metropolis In Ghana
A Comparative
Study.
8
the people who looks for
Country-of-origin
information, they have
certain images of
different countries in
different product
categories. Research also
concluded that Pakistan is
only preferred country in
Fabric products and not in
electronics and cosmetics
products. Product
Involvement and Product
knowledge does affect the
customer choices in term
of selecting the countries
across different product
categories
to explain, explore and to
analyse the possible impact of
the different Country-of-
Origin on consumers purchase
decision on three different
categories of products
2013 Javed Impact of Country-
of-Origin on Product
Purchase Decision
9
most notably the absence
of a statistically
significant effect on the
characteristics of the
the characteristics of the visual
medical product, pricing,
promotion and distribution on
their marketing performance in
the optics
2011 Damati The Effect of the
components of the
marketing mixture of
optical medical
products on the
marketing
10
50
visual medical product on
the marketing
performance in the optical
companies and trade in
Jordan .
performance in
Jordan.
Results reveal that one
of the laboratories
satisfies doctors
efficiently using the
present levels of HLI for
each scenario while the
other failed.
to investigate the efficiency
levels of the decision‐making
units within the public
hospital laboratories in using
their chain towards meeting
the satisfaction of doctors
2009 Abu Baker.
Etal
Measuring supply
chain performance
among public
hospital
laboratories.
11
The study came up with a
set of results, most
notably the elements of
the health marketing mix;
service, price, promotion
and distribution
contribute to improving
and achieving a high level
of quality of health
services.
identifying the role of
marketing mix in improving
the quality of health services
and thus achieving the
organization's desired health
goals
2008 Sufian The role of
marketing in the
health sector
services from the
beneficiaries
(patients) point of
view, a case study:
Alsunawbar
sanatorium in the
city of Setif -
Algeria
12
we found that the
implementation of a
computerized supply
management system has
helped us organize all of
our supply, vendor,
storage location, Purchase
order, and equipment data
implementation of a
computerized supply
management system to
organize all of our supply,
vendor, storage location,
Purchase order, and equipment
data
2006 Hugh Supply Chain
Management in the
Clinical Laboratory
13
the most important of
which is that there is a
relationship between the
elements of the markrting
mix cataloging in
marketing plans and
organization performance.
the marketing mix; product
and pricing, promotion and
distribution, on the overall
performance of Jordanian
pharmaceutical companies
2004 Al-Hinnawi "The Marketing Mix
Elements and their
Impact on the
Overall Performance
of Jordanian
Pharmaceutical
Industries.
14
51
In addition, it found that
the product component
had the greatest impact on
the local performance of
the organization
the most prominent of
which was that direct
advertising through sales
men of pharmaceutical
products has the greatest
impact on increasing
demand for the company's
products and thus
increasing revenues
The study aimed at finding out
the effect of pharmaceutical
marketing mix on the revenues
of companies, And how these
elements interact with each
other
2004 Narayanan .
etal ,
Return on
Investment
Implications of
Pharmaceutical
Promotional
Expenditures: the
Role of Marketing
Mix Interactions.
15
The study also found that
drug promotion efforts
positively affect the sale
in pharmacies
measure the effectiveness of
the pharmaceutical promotion
efforts offered by drug depots
in Jordan from pharmacists'
point of view
2001 Alallak The effectiveness of
the pharmaceutical
promotion efforts
which Pharmaceutical
Warehouses in Jordan
offer: A Field Study
16
2-4-3: What Distinguishes This Research?
This research is conducted to identify the marketing factors affecting on purchasing
decision for laboratory medical supplies.
What distinguishes this research (according to the knowledge of the researcher) is that
it hasn’t been previously studied particularly in Jordan or determined the marketing
factors affecting on purchasing decision for laboratory medical supplies. This study
provided a new addition to medical supplies companies and help them to adopt better
marketing plans to market their medical products.
In addition, the research presented a set of conclusions and recommendation for medical
supplies companies providing medical laboratory product in Jordan, in order to develop
and improve their purchasing decision.
52
Chapter Three
Methodology & Procedures
3-1 : Introduction
3-2 : Nature of The Study
3-3 : Data Collection Methods
3-4 : The Questionnaires
3-5 : Methodology
3-6 : Research Population
3-7 : Research Sample
3-8 : Pilot Study
3-9 : Correlation
3-10 : Validity
3-11 : Reliability
3-12 : Research Determinants
53
3-1: Introduction
This chapter presents the methodological approach that is applied in this research, nature of the
study, data collection methods, the questionnaires, methodology, research population, research
sample, pilot study, correlation and research determinants. The chapter also shows
measurements of the reliability as well as the validity.
3-2: Nature of the Study
This empirical study is considered as a statistical analytical approach study where the
researcher used a questionnaire to collect data, analyze the data and test the hypotheses by
simple and multiple regression analysis.
3-3: Data Collection Methods
The researcher used two data collection methods; Primary data and Secondary data as follows:
a) Primary data: A questionnaire was used to collect data about the variables used in the study
according to literature review and previous studies.
b) Secondary data: which are data collected from different resources in libraries and the review
of literature and previous studies for the theoretical framework, which includes: Books and
reports , Ph.D & Master theses in marketing which are related to this study and Information
available on websites related to marketing and to the marketing factors affecting on purchasing
decision for laboratory medical supplies.
3-4 : The Questionnaires The questionnaire included 2 parts, the first one is about general information of research
sample and the second one measures the 6 variables. Table (3-1) shows the parts of
questionnaires. Appendix (2) shows detail of questionnaires.
54
Table (3-1) Parts of questionnaires
Parts one: General information
Gender 2
Qualification 3
Purchase Decision Maker 5
Years of experience of the purchase
decision maker
3
Part two: Variables
Product quality 7
Price 6
Supply speed 5
Personal selling 7
Country of origin 6
Decision of Purchasing 7
Scale of Questionnaires
The research used the five-point Likert scale for all sections of the questionnaire, Table (3-2)
shows the answers regarding Likert scale.
Table( 3-2): Five Point Numerical Scale
Scales
Strongly Agree
Agree Undecided Disagree Strongly
Disagree
Code SD A UND DA SDA
Items 5 4 3 2 1
55
3-5: Methodology
The study aims to identify The Marketing Factors Affecting on Purchasing Decision For
Laboratory Medical Supplies Emprical Study on Private Medical Laboratories in Amman. The
study includes one independent variable (Marketing Factor) which included (product quality,
price, supply speed, personal selling, country of origin), and one dependent variable (Decision
of Purchasing), which form one main hypothesis and five sub hypotheses. The researcher used
the descriptive analytical statistical method for describing the phenomenon of the sample or
population, the researcher depended upon the questionnaire for collecting data to analyze and
test the hypothesis and literature review was used for the theoretical part.
3-6: Research Population
The research population comprises of managers of private medical laboratories in all Private
Medical Laboratory in Amman which are specific to (363) medical private laboratories in
Amman, the size of research population was identified by Ministry of Health in Jordan,(2017).
3-7: Research Sample
According to (Sekaran,2003) and regarding population size of (363) the representatives sample
shouldn’t be less than (186),In social science, even if the sample size selected is fully
representative of the whole population, the pattern of actual respondents is unlikely to reflect
the whole population, as those who do not respond may show different characteristics than
those who choose to respond. Furthermore, previous research has found that gender, age,
occupation, income level, and marital status in social activities influence response rate. In order
to reduce response bias, the researcher made sure that the international respondents were not
local. Also, the researcher supported the respondents concerning any question they may ask
that were not understood by them. He assured the respondents that the questionnaire design is
56
right and the language of the questionnaire remained neutral. In addition, the researcher and the
respondents agreed on a time framework that was appropriate for both the researcher and
respondents.
In the process of conducting the main study, 300 questionnaires were distributed to managers of
laboratory medical suppliers. Out of this number, 50 were undelivered, and 30 questionnaires
were incomplete (missing response). The researcher obtained the achieved response rate through
tremendous effort, hard work and extra financial cost. Thus, a total of 220 responses were
usable for subsequent analysis, giving a response rate of (73 %) Table (3-3).
The sample size appears to be sufficient and response rate obtained was comparable to several
studies in the same area, such as 70% (Karami, 2006) 34% (Kemperman et al., 2009) and so on.
Table (3-3) provides a summary on the response rates.
Table (3-3): Summary of Response Rates
Questionnaire administrated 300
Undelivered 50
Uncompleted 30
No. of responses 220
Response rate (220/ 300) 73%
3-8: Pilot Study
According to (Saunders et al.,2003), it is always useful to carry out a pilot study before data
collection. A pilot study is not a pre-test, but it is used more formatively to help the researcher
in variableing pertinent lines of questioning (Yin, 1994). This should be done by testing and
checking the questionnaire on a small sample of the subjects through the pilot study. If the
researcher does not get the opportunity to do so he can test the questionnaire on managers. The
57
purpose is to achieve a flawless questionnaire so that it would be possible for the researcher to
take all the necessary modifications after the pilot study.
Also, the researcher would have the sufficient time and space to perform a trial analysis on the
sample of the pilot study and validate it. In fact, the purpose of the pilot study is to check the
reliability, validity and viability of the research instrument as well as to determine the time
needed for conducting the main study. Having piloted the main study, the researcher would
have the time to make changes and modifications before conducting the main study.
Before deciding on the actual instrument to be utilized in this study, a pilot study was
conducted using a convenient sample.(Sekaran,2000) stated that a pilot study is performed to
correct any inadequacies in the instrument prior to data collection. The researcher discussed
with the respondents any confusion they felt while they were completing the questionnaire to
identify difficulties in wording and translation. The reliability test for each instrument was
calculated using the pilot study data.
The questionnaire should be piloted, as this stage is a fundamental step in the research journey.
The pilot test is a pre-test by implementing a trial run. Additionally, the pilot test supports the
validity and reliability of a questionnaire. A pilot test has various benefits to data analysis such
as deciding the sample size. The pilot test of this research took place between (May-June 2017)
after getting ethical permission from the evaluation committee at Zarqa University. The
Participants assigned to the pilot study were included in the main research. The pilot study,
similar to the research study, was administered in the Arabic language. As mentioned earlier in
the “Language of the Questionnaire” section, the questionnaire was translated into the Arabic
language and translated back into English to ensure accuracy in translation. The pilot study was
carried out on a representative sample of 30 persons who were randomly selected from
58
managers in private Jordanian Laboratory. Based on previous studies having a sufficiently large
sample for an Exploratory Factor Analysis (EFA) helps avoid rogues and splinters, (EFA) is
generally regarded as a technique for large sample sizes and the researcher needs to conduct
(EFA) since the testing was of a western variable in an Arab culture. Therefore, 30 managers
were given the questionnaires with a further 30 being distributed to managers. Participants also
gave their suggestions and comments about improving the questionnaire.
3-9 : Correlation
The correlation analysis is conducted for the evaluation of the strength and importance
of the variables’ relationship. According to (Pallant,2001), the correlation analysis is a
statistical method that is utilized in explaining the strength and the direction of the
linear relation of two variables.
A perfect correlation of (1 or -1) shows that the value of a variable can be accurately
determined from the value of the other variable. The correlation value of 0 presents the
absence of relationship. The rule of thumb was laid down by (Cohen,1988) to identify
the strength of relation between two variables (r) as presented in Table (3-4).
Table (3-4): Cohen’s Guideline of Correlation Strength
r values Strength of relationship
r = +.l0 to .29 or r = -.l0 to -.29 Poor
r = +.30 to .49 or r = -.30 to -.49 Medium
r = +.50 to l.0 or r = -.50 to -.l.0 Strong
3-10: Validity
The researcher designed a questionnaire based on literature review and previous studies. The
questionnaire was reviewed and approved by 12 professors and associated professors in the
59
field of marketing from different universities. The questionnaire was translated to arabic
language and distributed to the research sample for simplifying purposes to answer the
questions honestly and confidently, see Appendix (2).
3-11 : Reliability Test
According to (Nunnally,1978) reliability is "the consistency of your measurement or the degree
to which an instrument measures in the same way each time, it is used under the same condition
with the same subjects". This study used the SPSS 19.0 software for determining the internal
consistency. However, as display in next section type of reliability will discuss, which is
Cronbach's alpha.
Cronbach's alpha has been widely used to test internal consistency of variables measuring the
variable in a summated scale (Hair et al., 2006). Table (3-5) shows that the reliability results.
Each variable shows Cronbach's alpha readings of acceptable values above 0.60 (Hair et al,
2006). Reliability values for all variables range from 0.771 to 0.878. These show that all
variables have internal consistency acceptable. In addition, after having conducted the
exploratory factor analysis (EFA) 37 items remained. More details refer to (Appendix 7 ).
60
Table (3-5): Reliability Results of Study Variables after EFA
Variable Name
Original
Items
Items after
EFA
Cronbach's
Alpha
after EFA
Product Quality 7 6 0.865
Price 6 6 0.878
Supply Speed 5 5 0.807
Personal Selling 7 7 0.771
Country of Origin 6 6 0.833
Purchasing Decision 7 7 0.856
Total items 38 37 0.934
3-12: Research Determinants
The limits of the Research are:
Human Limits: Directors of the medical private laboratories or their Representative
Location Limits: Amman - Jordan.
Time Limits: First Semester 2017/2018.
Subject Limits: Marketing Factors affecting on Purchasing Decision For Laboratory
Medical Supplies Emprical Study on Private Medical Laboratories in Amman.
61
Chapter Four
Data Analysis and Findings
4-1 : Introduction
4-2 : Profile of Respondents
4-3 : Descriptive of Research Variables
4-3-1 : Descriptive Statistics of Principle Variables
4-4: Correlation of Variables
4-5 : Factor Analysis
4-6: Test of Hypothesis
4-7 : Stepwise Regression
62
4-1: Introduction
This chapter reports the result of the data analysis established through SPSS analysis.
Discussions in this chapter are divided according to Profile of Respondents, descriptive of
research variables, Finally, the results of the hypotheses testing and stepwise regression are
presented.
4-2 : Profile of Respondents
Sample characteristics include four major items in this study: (1) gender, (2) qualification, (3)
purchase decision maker, and (4) years of experience. The results were obtained after analyzing
the demographic variables. The frequency and percentage for each variable is listed according
to the survey categories as shown in Table (4-1).
Table (4-1): Percentage of Demographic Characteristics in the Questionnaire
Items Characteristics Frequencies Percentages
Gender Male 104 47.3%
Female 116 52.7
Total 220 100%
Qualification Diploma 3 1.4%
Bachlors 89 40.5%
High Education 128 58.2%
Total 220 100%
Purchase Decision Maker Laboratory Manager 84 38.2%
Sales Manager 64 29.1%
Laboratory Supervisor 61 27.7%
63
Others 11 5%
Total 220 100%
Years of Experience Less than 5 years 17 7.7%
5 -10 years 66 30%
More than 10 years 137 62.3%
Total 220 100%
In table (4-1):, 116 (52.7%) of the respondents were female and 104 (47.3%) were males,
Because females love to work in medical laboratories. It is realized that the majority of sample
recoded 52.7% were female, and the majority of the respondent's qualification varied high
education (58.2 %), bachelors were (40.5%), and diploma were (1.4%). This may be show the
most of managers have a high education (58.2%).
However, for purchase decision maker, laboratory manger reported a high level (38.2%),
follow by sales manager were (29.1%), supervisor laboratory were (27.7%), and lowest level
were others (5%).
Finally, the discussion shows that (62.3%) of the respondents have More than 10 years
experience, (30%) were have 5 -10 years, and (7.7%) were have Less than 5 years of
experience.
4-3: Description of Research Variables
The attitudes of respondents toward research variation‟ answers has been classified into three
levels; the following table shows those levels Table (4-2).
64
Table (4-2) Statistical Criterion for Interpreting Arithmetic Mean of the Study’s
Variables
Level Means
High 3.67 – 5.0
Medium 2.34 – 3.66
Low 1 – 2.33
Six variables were used in the study, five were independents and one was dependent. The
following discussion shows the “Mean” and “Standard Deviation” for the answers of the
respondents.
1. Product Quality
Product quality variable was measured by seven questions; Table (4-3) shows the “Mean” and
“Standard Deviation” for the respondent’s answers.
Table (4-3) Means and Standard Deviation for the Product Quality Variable
Items Means Standard
Deviation
Rank Level
I use a high quality of medical laboratory supplies
4.42 0.726 1 High
The Medical Laboratory supplies
companies provide products with high
quality
4.06 0.741 5 High
The Medical Laboratory supplies
companies present free sample to test
product quality
3.95 0.763 6 High
The quality of the medical product
plays a vital role in the companies
competition
4.40 0.743 2 High
The Medical Laboratory supplies
companies seek your opinion to
evaluate the quality of products that are
sold.
3.87 0.738 7 High
65
I consult the experienced ones of the
medical laboratory owners about the
medical laboratory supplies before
buying it
4.12 0.661 4 High
I Make sure that The Medical
Laboratory supplies match the
international standards
4.20 0.717 3 High
Average 4.20 0.727 High
The question with the highest mean is the first (I use a high quality of medical laboratory
supplies, the value of mean is (4.42). While, the lowest mean for questions is the seventh
(The Medical Laboratory supplies companies seek your opinion to evaluate the quality of
products that are sold.) with mean is (3.87).
2. Price
Price variable was measured by six questions; Table (4-4) shows the “Mean” and “Standard
Deviation” for the respondent’s answers.
Table (4-4) Means and Standard Deviation for the Price variable
Items Means Standard
Deviation
Rank Level
I find that the prices of The Medical
Laboratory supplies are suitable. 4.15 0.634 1 High
I see that The Medical Laboratory
supplies companies study market to set
suitable prices
4.15 0.651 1 High
I think the prices of The Medical
Laboratory supplies match their quality 4.15 0.674 1 High
I see that the prices of The Medical
Laboratory supplies of the local origin
is suitable in comparison with those of
foreign origin
4.13 0.638 2 High
I prefer to use Medical Laboratory
supplies that has a local origin due to
the low price
4.09 0.713 4 High
66
I buy the Medical Laboratory supplies
with high prices , due to the intensive
need
4.12 0.668 3 High
Average 4.13 0.663 High
All price questions were high level. The question that had the highest level was number first (I
find that the prices of The Medical Laboratory supplies prices are suitable) and number two (I
see that The Medical Laboratory supplies companies study market to set suitable prices) as will
as number three (I think the prices of The Medical Laboratory supplies match their quality)
the mean is (4.15). And the lowest level was number fifth (I prefer to use Medical Laboratory
supplies that have a local origin due to the low price) with mean of (4.09).
3. Supply Speed
Supply speed variable was measured by five questions; Table (4-5) shows the “Mean” and
“Standard Deviation” for the respondent’s answers.
Table (4-5) Means and Standard Deviation for the Supply Speed variable
Items Means Standard
Deviation
Rank Level
The Medical Laboratory supplies
companies commit to the exact time of
delivery of medical laboratory materials
required
4.05 0.701 3 High
I find The Medical Laboratory supplies
companies respond to the urgent
(emergency) orders.
4.05 0.670 3 High
The Medical Laboratory supplies
respond to the urgent (emergency)
orders of the same regular terms .
4.07 0.655 2 High
You find that The Medical Laboratory
supplies companies of a local origin are
faster in delivering than those of
foreign origins
4.09 0.667 1 High
The location of the company plays a
vital role in the time of delivering 4.03 0.682 4 High
Average 4.10 0.675 High
67
All questions of the supply speed variable are of high level, the question which has the
highest mean is the fourth (You find that The Medical Laboratory supplies companies of a
local origin are faster in delivering than those of foreign origins.) with a mean value of
(4.09), about, the lowest is the question fifth (The location of the company plays a vital role
in the time of delivering) which has a mean value of (4.03)
4. Personal Selling Personal selling variable was measured by seven questions; Table (4-6) shows the “Mean”
and “Standard Deviation” for the respondent’s answers.
Table (4-6) Means and Standard Deviation for the Personal Selling variable
Items Means Standard
Deviation
Rank Level
I see that the sales representatives in
The Medical Laboratory supplies
companies are well- trained to deal with
the medical laboratories
3.96 0.711 5 High
Sales representatives at The Medical
Laboratory supplies companies has a
convincing skills to make me buy
3.82 0.678 7 High
The Medical Laboratory supplies
companies ' representatives skills play
a role in the process of dealing with
these companies
4.11 0.617 3 High
I choose The Medical Laboratory
supplies from the representatives who
regularly visit the laboratory .
3.83 0.653 6 High
I choose The Medical Laboratory
supplies from the representatives who
Take a prior appointment before
coming
4.09 0.667 4 High
I prefer to deal with a representative
who can provide medical laboratory
products that even don't exist at her
company
4.16 0.632 2 High
I prefer to deal with a representative
who are well-trained and quick in
response
4.45 0.606 1 High
Average 4.06 0.652 High
68
However, questions of the personal selling variable are of high level, the question which
has the highest mean is the seventh (I prefer to deal with a representative who are well-
trained and quick in response) with a mean value of (4.45), about, the lowest is the question
two (Sales representatives at The Medical Laboratory supplies companies has a convincing
skills to make me buy) which has a mean value of (3.82).
5. Country of Origin
Country of origin variable was measured by six questions; Table (4-7) shows the “Mean”
and “Standard Deviation” for the respondent’s answers.
Table (4-7) Means and Standard Deviation for the Country of Origin Variable
Items Means Standard
Deviation
Rank Level
The country of origin affects the quality
of the product 4.35 0.649 1 High
I prefer to choose Medical Laboratory
supplies of a foreign origin 4.13 0.809 4 High
I think the Medical Laboratory supplies
of foreign country of origin is better of
those of local origin
4.15 0.769 3 High
I think the country of origin gives a
good idea about the product 4.21 0.737 2 High
The existence of many Medical
Laboratory supplies of many country of
origins give the chance to compare and
choose
4.15 0.747 3 High
I think the Medical Laboratory supplies
of a foreign origin are rare to find than
those of a local origins.
3.92 0.723 5 High
Average 4.20 0.739 High
Country of origin variable has a high level, the question which has the highest mean is the
first (The country of origin affects the quality of the product) with a mean value of (4.35),
about, the lowest is the question six (I think the Medical Laboratory supplies of a foreign
origin is rare to find than those of a local origins) which has a mean value of (3.92).
69
6. Purchasing Decision
Purchasing decision variable was measured by seven questions; Table (4-8) shows the
“Mean” and “Standard Deviation” for the respondent’s answers.
Table (4-8) Means and Standard Deviation for the Purchasing Decision Variable
Items Means Standard
Deviation
Importance Level
The quality of the Medical Laboratory
supplies affect my buying decision 4.49 0.665 1 High
The price of the Medical Laboratory
supplies affect my buying decision 4.04 0.622 5 High
The country of origin of the Medical
Laboratory supplies affect my buying
decision
4.03 0.675 6 High
The efforts of the sales representatives
encourage me to make my buying
decision
3.85 0.689 7 High
The supply speed of the Medical
Laboratory supplies affect my buying
decision
4.20 0.622 4 High
The simplicity of usage of of the
Medical Laboratory supplies affect my
buying decision
4.25 0.640 3 High
The commitment of the medical
laboratory supplies to the quality
standards of the products affect my
buying decision
4.46 0.691 2 High
Average 4.19 0.658 High
All questions of the dependent variable " Purchasing Decision " are of high level, the question
which has the highest mean is the first (The quality of the Medical Laboratory supplies affect
my buying decision) with a mean value of (4.49), about, the lowest is the question fortieth (The
efforts of the sales representatives encourage me to make my buying decision) which has a
mean value of (3.85).
70
4-3-1: Descriptive Statistics of Principle Variables
Descriptive analysis was conducted in subsequent stages to establish the validity and reliability
processes to ascertain the main score and standard deviation for the variables. Table (4-9), (see
Appendix (4 ) provides a discussion on the descriptive statistic of all principal variables.
Table (4-9): Descriptive Statistic of All Principle Variables (N= 220)
Variable
Total of
Items
Mean of Item Total
Mean
Standard
Deviation Min Max
Product Quality 7 3 5 4.14 0.515
Price 6 3 5 4.13 0.620
Supply Speed 5 3 5 4.06 0.637
Personal Selling 7 3 5 4.06 0.424
Country of Origin 6 3 5 4.15 0.546
Purchasing Decision 7 3 5 4.19 0.483
According to Table (4-9) above, 220 valid cases of mean and standard deviation for all the
variables were analyzed. The five-point interval scales were categorized into equal-sized
categories of low, moderate and high. Subsequently, the mean scores of less than 3.00 were
considered low value, mean scores of 3 to 4 were considered moderate value and mean scores
more than 4 were considered high ( Bataineh et al., 2015).
As mentioned earlier, the mean scores for purchasing decision variable are considered very
high (4.19), as shown in Table (4-9), followed by mean scores country of origin was (4.15) is
represented by 6 items, whilst the other variables have a high level (4 and above) as showed
above in Table (4-9), this indicates that the respondents confirm there is a high relationship
71
between product quality, price, supply speed, personal selling , and country origin towards
purchasing decision.
Standard deviation for all variables seems to fall between the ranges of 0.424 to 0.637 which
reflect the existence of considerable acceptable variability within the data set. However, the
various values indicate that all answers for the study variables were substantially different or
varied from one respondent to another. Furthermore, personal selling seems to have the lowest
standard deviation (0.424), which could be attributed to several reasons: (1) respondents did not
understand the statements regarding personal selling in the questionnaire, (2) respondents were
not sure about the role of personal selling for purchasing decision, and (3) respondents may
have similar views or perceptions of the influence of personal selling on purchasing decision.
4-4 : Correlation of Variables
Table (4-10) illustrates the correlation coefficients of the variables that were used in this study;
we can conclude that the correlation coefficient for all latent variables were under the threshold
of 0.80 (Hair et al., 2006). For example, it is clear that the both the product quality and supply
speed are considered as the lowest correlation coefficient of 0.10. (P= 0.000 and a significance
level of 0.01), whereas the higher correlation coefficient are between supply speed and personal
selling, which showed a correlation coefficient of 0.584 (P= 0.000 with a significance level of
0.01).
Table (4-10): Correlations for Independent Variables
Product
Quality(PQ)
Price
(PR)
Supply
Speed(SS)
Personal
Selling(PS)
Country of
Origin(CO)
Product
Quality(PQ)
1
Price (PR) .325** 1
Supply
Speed(SS)
.098 .273** 1
72
Personal
Selling(PS)
.299** .343** .584** 1
Country of
Origin(CO)
.231** .303** .265** .573** 1
** Correlation is significant at the 0.01 level (2-tailed).
However, the second, test for multicollinearity was done by using correlation values between
variables, and using output from SPSS version 19.0 as shown in Table (4-10), correlations
between the variables have values less than 0.80, which means there is no multicollinearity
between the all variables, for more details see (Appendix 5).
4-5: Factor Analysis
This research contributes to knowledge by establishing the link between (product quality, price,
supply speed, personal selling, and country of origin) and purchasing decision. In this section
examines the link between (product quality, price, supply speed, personal selling, and country
of origin) and purchasing decision. For the assessment of the common variance between items,
principal component is used or the principal factor analysis (Kinnear & Gray, 1999). Through
this analysis, factors that are orthogonal or not linked to each other are extracted in descending
order (Bryman & Cramer, 1997).
As the size of the sample utilized in the analysis impacts, the reliability of the factors obtained
from it, the researcher took into consideration the minimum viable size to be undertaken in the
analysis. Researchers are in a disagreement regarding this issue (Bryman & Cramer, 1997).
(Coakes& Steed,2003) suggested a minimum ratio of five subjects for one single item, (Meyers
et al., 2006) suggested ten subjects.
73
On the other hand, (Hair et al.,1998) suggested twenty subjects per item. In the present
analysis, the cut-off point was adopted in excess of the latter view. The number of usable
questionnaires was 220, which is higher than the minimum number recommended for factor
analysis by (Hair et al., 1998), (Meyers et al.,2006), (Coakes and Steed,2003).This is
represented in Table (4-11). To make sure that the sample is appropriate for factor analysis;
preparatory analyses were carried out through the inspection of the matrix correlation. Because
the aim behind factor analysis is to present underlying relationships between variables, if a
questionnaire item does not correlate with any item at the 0.3 level or over, it has to be deleted
from the analysis (Kinnear & Gray, 1999).
Table (4-11): Variables and Number of Measured Items
Variable No. of Items Abbreviation
Product Quality 7 PQ
Price 6 PR
Supply Speed 5 SS
Personal Selling 7 PS
Country of Origin 6 CO
Purchasing Decision 7 PD
Total 38
(Hair et al., 2006) provided the rule of thumb for the interpretation of the factor loading.
According to him, factor loadings that are valued at +0.50 or more are very significant, while
+0.40 is most important and +0.30 is significant. They are all over 0.30 with the exception of
product quality items “only PQ6,” which was 0.067 as shown in table(4-12) A distinct factor
analysis was conducted for all items measured at an interval scale. Validity and reliability were
74
measured for six variables, namely, (product quality, price, supply speed, personal selling, and
country of origin) and purchasing decision. The next section discusses the variable validity of
the variables under study see (Appendix 6).
Table (4-12): Summary of Factor Analysis Model of Study
Variables Code FactorLoading
Product Quality
PQ1
PQ2
PQ3
PQ4
PQ5
PQ7
0.839
0.812
0.669
0.794
0.745
0.780
Price
PR1
PR2
PR3
PR4
PR5
PR6
0.875
0.973
0.962
0.900
0.934
0.960
Supply Speed SS1
SS2
SS3
SS4
SS5
0.903
0.940
0.977
0.987
0.914
Personal Selling PS1
PS2
PS3
PS4
PS5
PS6
PS7
0.644
0.691
0.627
0.722
0.656
0.599
0.598
Country of Origin CO1
CO2
CO3
CO4
CO5
CO6
0.639
0.906
0.899
0.854
0.748
0.312
75
Purchasing Decision PD1
PD2
PD3
PD4
PD5
PD6
PD7
0.705
0.741
0.758
0.647
0.800
0.728
0.765
4-6: Test of Hypothesis
A direct effect represents the effect of an independent variable on a dependent variable. This
section sheds the light on the hypotheses testing that is related to the main impact of purchasing
decision in Jordanian Laboratory. In this chapter was mentioned that a bivariate correlation is
conducted to comprehend the relation among the independent variables (product quality, price,
supply speed, personal selling, and country of origin), and dependent variable (purchasing
decision in Jordanian Laboratory).
Multiple regression analysis is conducted to understand the effect of independents variables
(product quality, price, supply speed, personal selling, and country of origin), on dependent
variable (purchasing decision in Jordanian Laboratory). In hypotheses testing, the choice of the
significant level was set at p<0.05 and p<0.01 (Cooper et al., 2003) and (Hair et al., 1998).
In this research hypothesized model there are five sub hypotheses respectively. This section
includes the hypothesis information of this study as discussed below:
H0: There is no statistically significant effect (α ≤ 0.05) of marketing factors on the
decision of purchasing laboratory medical supplies.
Table (4-13) shows the Result of Multiple Regression for the Main Hypothesis
76
Table (4-13) Results of Multiple Regressions for the Main Hypothesis
Dependent
Variable
R R² F DF
Sig of
Model
Independents
Variable
B T Sig
Purchasing
Decision
.86 .75
125.088
5
0.000
Product
Quality .054
1.532 .127
214 Price
.414 13.768 .000
219
Supply
Speed .014
.441 .660
Personal
Selling .156
2.648 .009
Country of
Origin .347
9.163 .000
Table (4-13) shows the dependent variable (Purchasing decision) and a set of independent
variables (product quality, price, supply speed, personal selling, and country of origin) are
significant, because F significant (0.00) is less than (0.05) therefore we reject the null
hypothesis and accept the alternative one which states that
There is statistically significant effect (α ≤ 0.05) of the marketing factors elements (product
quality, price, supply speed, personal selling, and country of origin) on purchasing decision.
The relationship between the dependent and independent variables is strong. It is more than
(0.5) (Cohen, 1988), R= 0.86. Also, the R² = 0.75, which means that the independent variables
contribution affects the dependent variable is about 75%.
77
Since the value of the calculated t for the variables (product quality 1.532, price 13.768, supply
speed 0.441, personal selling 2.648, and country of origin 9.16) more of them than the t Table
1.96, this means that there is statically significant effect on the dependent variables.
First sub hypothesis:
H01: There is no statistically significant effect (α ≤ 0.05) of the Quality of the laboratory
products on the decision of purchasing laboratory medical supplies.
Table (4-14) shows the Result of Simple Regression for the First sub Hypotheses
From the main hypothesis we derive the following sub-hypotheses:
Table (4-14) Results of Simple Regression for the First Sub- Hypothesis
Dependent
Variable
R R² Independent
Variable
t-table t-Calculated Sig
Purchasing
Decision
0.364 0.133 Product
Quality
1.96 5.776 0.000
Table (4-14) shows that, calculated t– value (5.776) is higher than t- table value (1.96), and this
indicates that there is a statically significant effect of the independent variable on the dependent
variable. The significant value of t is less than (0.05), and accordingly, the researcher rejects
the null hypothesis and accepts the alternative one which states that: There is statistically
significant effect (α ≤ 0.05) of the Quality of the laboratory products on the decision of
purchasing laboratory medical supplies.
Table (4-14) also shows that there is a (positive, medium) correlation between the independent
and dependent variable which is indicated by R value (R= 0.364) which is less than 0.5 (Cohen,
1988). In addition to this, the quality of the laboratory products variable affects decision of
purchasing laboratory medical supplies, where (R² = 0.133), which means that the independent
78
variables contributes in affecting decision of purchasing laboratory medical supplies by 13.3%,
and the remaining percentage is due to the other factors.
Second sub hypothesis:
H02: There is no statistically significant effect (α ≤ 0.05) of the Price of the laboratory
products on the decision of purchasing laboratory medical supplies.
Table (4-15) Results of Simple Regression for the Second Sub- Hypothesis
Dependent
Variable
R R² Independent
Variable
t-table t-Calculated Sig
Purchasing
Decision
0.721 0.520 Price 1.96 15.378 0.000
Table (4-15) shows that, calculated t– value (15.378) is higher than t- table value (1.96), and
this indicates that there is a statically significant effect of the independent variable on the
dependent variable. The significant value of t is less than (0.05), and accordingly, the
researcher rejects the null hypothesis and accepts the alternative one which states that: There is
statistically significant effect (α ≤ 0.05) of the price on the decision of purchasing
laboratory medical supplies.
Table (4-15) also shows that there is a (positive ,high) correlation between the independent and
dependent variable which is indicated by R value (R= 0.721) which is less than 0.5 (Cohen,
1988). In addition to this, the price variable affects decision of purchasing laboratory medical
supplies, where (R² = 0.520), which means that the independent variables contributes in
affecting decision of purchasing laboratory medical supplies by 52%, and the remaining
percentage is due to the other factors.
79
Third sub hypothesis:
H03: There is no statistically significant effect (α ≤ 0.05) of the Speed of Supply of
laboratory products on the decision of purchasing laboratory medical supplies.
Table (4-16) Results of Simple Regression for the Third Sub- Hypothesis
Dependent
Variable
R R² Independent
Variable
t-table t-Calculated Sig
Purchasing
Decision
0.354 0.125 Supply
Speed
1.96 5.586 0.000
As Table (4-16) above shows, calculated t– value (5.586) is higher than t- table value (1.96),
and this indicates that there is a statically significant effect of the independent variable on the
dependent variable. The significant value of t is less than (0.05), and accordingly, the
researcher rejects the null hypothesis and accepts the alternative one which states that: There is
statistically significant effect (α ≤ 0.05) of the Speed of Supply of laboratory products on
the decision of purchasing laboratory medical supplies.
Table (4-16) also shows that there is a (positive, medium) correlation between the independent
and dependent variable which is indicated by R value (R= 0.354) which is less than 0.5 (Cohen,
1988). In addition to this, the supply speed variable of laboratory products affects the decision
of purchasing laboratory medical supplies, where (R² = 0.125), which means that the
independent variables contributes in affecting decision of purchasing laboratory medical
supplies by 12.5 %, and the remaining percentage is due to the other factors.
80
Fourth sub hypothesis:
H04: There is no statistically significant effect (α ≤ 0.05) of the Personal Selling of
laboratory products on the decision of purchasing laboratory medical supplies.
As displayed in Table (4-17), shows that there is a (positive, medium) correlation between the
independent and dependent variable which is indicated by R value (R= 0.573) which is less
than 0.5 (Cohen,1988). In addition to this, the personal selling variable of laboratory products
affects the decision of purchasing laboratory medical supplies, where (R² = 0.328), which
means that the independent variables contributes in affecting decision of purchasing laboratory
medical supplies by 32.8 %, and the remaining percentage is due to the other factors.
Table (4-17) Results of Simple Regression for the Fourth Sub- Hypothesis
Dependent
Variable
R R² Independent
Variable
t-table t-Calculated Sig
Purchasing
Decision
0.573 0.328 Personal
Selling
1.96 10.323 0.000
Table (4-17) above, calculated t– value (10.323) is higher than t- table value (1.96), and this
indicates that there is a statically significant effect of the independent variable on the dependent
variable. The significant value of t is less than (0.05), and accordingly, the researcher rejects
the null hypothesis and accepts the alternative one which states that: There is statistically
significant effect (α ≤ 0.05) of the Personal Selling of laboratory products on the decision
of purchasing laboratory medical supplies.
81
Fifth sub hypothesis:
H05: There is no statistically significant effect (α ≤ 0.05) of the Country of Origin of
laboratory products on the decision of purchasing laboratory medical supplies.
As shows Table (4-18) above, calculated t– value (12.646) is higher than t- table value (1.96),
and this indicates that there is a statically significant effect of the independent variable on the
dependent variable.
Table (4-18) Results of Simple Regression for the Fifth Sub- Hypothesis
Dependent
Variable
R R² Independent
Variable
t-table t-Calculated Sig
Purchasing
Decision
0.651 0.423 Country of
Origin
1.96 12.646 0.000
Table (4-18) also shows that there is a (positive, high) correlation between the independent and
dependent variable which is indicated by R value (R= 0.651) which is less than 0.5 (Cohen,
1988). In addition to this, the country origin variable affects the decision of purchasing
laboratory medical supplies, where (R² = 0.423), which means that the independent variables
contributes in affecting decision of purchasing laboratory medical supplies by 42.3 %, and the
remaining percentage is due to the other factors. The significant value of t is less than (0.05),
and accordingly, the researcher rejects the null hypothesis and accepts the alternative one which
states that: There is statistically significant effect (α ≤ 0.05) of the Country of Origin of
laboratory products on the decision of purchasing laboratory medical supplies.
82
4-7: Stepwise Regression
The stepwise classifies the independent variable depending on who has the most contribution to
the dependent variable, as well as excluding the variables that don’t have a high contribution.
Table (4-19) shows the results of Stepwise Regression.
Table (4-19): Results of Stepwise Regression
Number Variables F R R2 Sig
1 Price 236.490 0.721 0.520 0.000
2 Price
Country of origin 287.347 0.852 0.726 0.000
3
Price
Country of origin
Personal selling
207.282 0.862 0.739 0.000
The stepwise classified the independent variables into three groups; the first one includes the
price, which has the highest contribution to the dependent variable (52%).
The second group contains the price and country of origin which has the second highest
contribution to the dependent variable (72.6%).
The third group contains the price ,country of origin and personal selling which has the third
highest contribution to the dependent variable (73.9%).
Furthermore, the stepwise excluded two variables; product quality and supply speed because
their contribution are weak compared to other independent variables, more details see
(Appendix 8).
83
Chapter Five
Conclusions and Recommendations
5-1: Introduction
5-2: Conclusions
5-3: Recommendations
84
5-1: Introduction
After answering the research questions and testing the hypotheses, the researcher
reached the following conclusions and recommendations:
5-2: Conclusions
The study showed that there is statistically significant impact of the marketing factors
elements (product quality, price, supply speed, personal selling, and country of origin)
on the decision of purchasing laboratory medical supplies In addition, all variables
contribution to purchasing decision are about (75%).
The price of laboratory medical supplies is one of the most important marketing factor
to make purchasing decisions , the study showed that there is statistically significant
impact of the price of the laboratory products on the decision of purchasing laboratory
medical supplies, and it has strong relation and the highest contribution on purchasing
decision by (52%),The result match with (Al-Azzam,2016) , (Alferd,2013),
(Damati,2011) , (Sufian,2008) and (Al-Hinnawi,2004). This result mismatch with the
result of (Ismail,2016 ) where the price was the less important.
The Country of Origin of laboratory medical supplies is important marketing factor to
make a purchasing decision, there is statistically significant impact of the Country of
Origin of laboratory products on the decision of purchasing laboratory medical supplies
and it has a strong relation and the second highest contribution on purchasing decision
by (42.3%). The result match with (Joudeh,2017),(Javed,2013).
The personal selling of laboratory medical supplies is important marketing factor to
make a purchasing decision,there is statistically significant impact of the personal
selling of laboratory products on the decision of purchasing laboratory medical supplies,
85
and it has a strong relation and the third highest contribution on purchasing decision by
(32.8%).The result matchs with (Mujahidi&Madah,2015), (Alallak,2001) ,(Nour
eal.,2014) and
(Al-Hinawi,2004). This result mismatch with the result of (AlDqas,2014), where the
personal selling was the less important.
There is statistically significant impact of the Quality of the laboratory products on the
decision of purchasing laboratory medical supplies, and it has a low relation and the
contribution on purchasing decision by (13.3%). The result match with (Ismail,2016 )
and (Dawood,2016), This result mismatches with the result of (Alfred,2013) and (Al-
Hinawi,2004) where the Quality was the most important.
There is statistically significant impact of the Speed of Supply of laboratory products on
the decision of purchasing laboratory medical supplies, and it has a relation and the
lowest contribution on purchasing decision by (12.5%).
5-3: Recommendations
The supply speed has the lowest contribution on the private medical laboratories
purchasing decision, so the medical supplies companies should pay more attention to
improve it, so the researcher believes that the medical supplies companies should
improve the transport process, but no be too expensive to attract the largest number of
medical laboratories.
The medical supplies companies should pay more attention to the quality of medical
product and keep working to enhance the products quality, so the researcher suggests
that the medical supplies companies should apply international standard to improve the
quality of their products .
86
The medical supplies companies must pay attention to the question number (5) which
implies that (The Medical Laboratory supplies companies seek your opinion to
evaluate the quality of products that are sold) as mentioned in product quality section
because it is ranked the last in its impact on the interests of private medical
laboratories..
The medical supplies companies must pay attention to the question number (12) which
implies that (I prefer to use Medical Laboratory supplies that has a local origin due to
the low price) as mentioned in price section because it is ranked the last in its impact on
the interests of private medical laboratories, so the researcher sees that the medical
supplies companies should develop the local product in order to compete with the
international product in the market.
The medical supplies companies must pay attention to the question number (20) which
implies that (Sales representatives at The Medical Laboratory supplies companies has
a convincing skills to make me buy) as mentioned in personal selling section because it
is ranked the last in its impact on the interests of private medical laboratories, so the
researcher recommends that the medical supplies companies should conduct training
courses to improve the performance of employs in the field of personal selling
The health sector has witness rapid changes in the past ten years; hence future studies
can employ longitudinal design to investigate the changes in purchasing decision of
private medical laboratories.
Further research with similar model and methods could be conducted in other city or
different area of Health sector.
87
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Websites:
1. https://en.wikipedia.org/wiki/Country_of_origin,10/6/2017,11:00Am.
2. https://en.wikipedia.org/wiki/Medical_laboratory,1/10/2017, 3:00Pm.
95
Appendix (1): Questionnaire Evaluation Committee
Names of the respectable evaluators who have judged and evaluated the questionnaire. In
coordination with my supervisor, I have considered all opinions and notes they made.
Academic Rank University Name
Professor Al-Zaytona University Prof. Dr. Mahmood
Alsomydai
Professor Al-Zaytona University Prof. Dr. Hameed Al-Taey
Professor Philadelphia University Prof. Dr. Mamdouh Ziadat
Professor Philadelphia University Prof. Dr. Marwa Ahmad
Professor Zarqa University Prof. Dr. Zakaria Azzam
Professor Zarqa University Prof. Dr. Rudina Othman
Associate Professor Petra University Dr. Anbar Shlash
Associate Professor Applied Scientific Private
University Dr. Ghaith Al-Abdullah
Assistant Professor Zarqa University Dr. Iyad Khanfar
Assistant Professor Zarqa University Dr. Hmood Sanad
Assistant Professor Zarqa University Dr.Khaled Assaf
Assistant Professor Zarqa University Dr. Ayed Muala
96
Appendix (2): Questionnaire in English language
Questionnaire
Greetings...
The researcher is conducting a field study on Marketing Factors Affecting on Purchasing
Decision For Laboratory Medical Supplies
"Empirical Study on Private Medical Laboratories in Amman, Jordan"
"In a complement to the requirements of a Master's degree in marketing at Zarqa University”.
Please fill out the questionnaire, which is in your hands with accuracy, objectivity and
transparency, stressing that the information obtained by the researcher will be treated
confidentially and will be used for research purposes only, your cooperation is essential for the
success of this study and it will be highly appreciated.
With my best regards,
Supervisor Researcher
Dr. Mustafa Saeed Al-Shaikh Omar Adnan Al-hassen
0796489496
E-mail : [email protected]
97
Part I: General information of research sample:
1. Gender:
Male Female
2. Qualification:
Diploma Bechelor Degree PostGraduates
3. Purchase Decision Maker:
Lab Director Sales Manager Marketing Manger
Lab Supervisor Others (Select it )……………..
4. Years of experience of the purchase decision maker:
Less Than 5 Years 5-10 Years More Than 10 Years
Part II Please read the following statements carefully and mark the appropriate box with (x).
Statement
Stro
ngly
Agree
Agree
Neu
tral
Disa
gre
e
Stro
ngly
Disa
gre
e
I Product Quality
1. I use a high quality medical laboratory supplies
2.
The Medical Laboratory supplies companies
provide products with quality
3. The Medical Laboratory supplies companies
present free sample to test product quality
4. The quality of the medical product plays a vital
role in the companies competition
5. The Medical Laboratory supplies companies seek
your opinion to evaluate the quality of products
that are sold.
6. I consult the experienced ones of the medical
laboratory owners about the medical laboratory
supplies before buying it .
98
7. I Make sure that The Medical Laboratory supplies
match the international standards
II Price
8. I find that the prices of The Medical Laboratory
supplies are suitable.
9. I see that The Medical Laboratory supplies
companies study market to set suitable prices
10. I think the prices of The Medical Laboratory
supplies match their quality
11. I see that the prices of The Medical Laboratory
supplies of the local origin is suitable in
comparison with those of foreign origin
12. I prefer to use Medical Laboratory supplies that has
a local origin due to the low price
13. I buy the Medical Laboratory supplies with high
prices , due to the intensive need
III Supply Speed
14. The Medical Laboratory supplies companies
commit to the exact time of delivery of medical
laboratory materials required
15. I find The Medical Laboratory supplies companies
respond to the urgent (emergency) orders.
16 The Medical Laboratory supplies respond to the
urgent (emergency) orders of the same regular
terms .
17. You find that The Medical Laboratory supplies
companies of a local origin are faster in delivering
than those of foreign origins
18. The location of the company plays a vital role in
the time of delivering
IV Personal Selling
19. I see that the sales representatives in The Medical
Laboratory supplies companies are well- trained to
deal with the medical laboratories
20. Sales representatives at The Medical Laboratory
supplies companies has a convincing skills to make
me buy
21. The Medical Laboratory supplies companies '
representatives skills play a role in the process of
dealing with these companies
99
22. I choose The Medical Laboratory supplies from the
representatives who regularly visit the laboratory
23. I choose The Medical Laboratory supplies from the
representatives who Take a prior appointment
before coming
24. I prefer to deal with a representative who can
provide medical laboratory products that even don't
exist at her company
25. I prefer to deal with a representative who are well-
trained and quick in response
V Country Of Origin
26. The country of origin affects the quality of the
product
27. I prefer to choose Medical Laboratory supplies of a
foreign origin
28. I think the Medical Laboratory supplies of foreign
country of origin is better of those of local origin
29. I think the country of origin gives a good idea
about the product
30. The existence of many Medical Laboratory
supplies of many country of origins give the chance
to compare and choose
31. I think the Medical Laboratory supplies of a
foreign origin is rare to find than those of a local
origins .
VI Purchasing Decision
32. The quality of the Medical Laboratory supplies
affect my buying decision
33. The price of the Medical Laboratory supplies affect
my buying decision
34. The country of origin of the Medical Laboratory
supplies affect my buying decision
35. The efforts of the sales representatives encourage
me to make my buying decision
36. The supply speed of the Medical Laboratory
supplies affect my buying decision
37. The simplicity of usage of the Medical Laboratory
supplies affect my buying decision
38. The commitment of the medical laboratory supplies
to the quality standards of the products affect my
buying decision
100
Appendix (3): Questionnaire in Arabic language
جايعت انشرقاء
كهيت انذراطاث انعهيا
قظى انتظويق
أخي / أختي:
هيكى ورحت هللا وبزكاتهانظالو ع
انعوايم انتظويقيت انؤثزة عهى قزار شزاء انظتهشياث تذف ز انذساصخ ئن انتعشف عه
صتكبل إل رد األ –دراطت تطبيقيت عهى انختبزاث انطبيت انخاصت في يذيت عا / انطبيت انخبزيت
يتطهباث انحصول عهى درجت اناجظتيز في تخصص انتظويقأسج انتكشو ثمشاءح اإلصتجبخ اإلجبثخ عه أصئهتب ثضعخ دلخ , يإكذا نكى أ انعهيبد انت نزا
أحصم عهب صتعبيم ثضشخ تبيخ ن تضتخذو ئال نغببد انجحث انعه فمظ , شبكشا نكى تعبكى. صف
وتفضهوا بقبول فائق االحتزاو وانتقذيز
إشزاف: انباحث:
انذكتور عز عذا سكي انحظ
انشيخيصطفى طعيذ 0796498496 E-mail : [email protected]
101
انجشء األول : يعهوياث عايت نعيت انذراطت : يزجى وضع إشارة )X ( أياو االجابه انتي تاطبك :
: انجــــض .1
أثــ ركــش
انؤهم انعهي : .2
دثهو يتصظ ثكبنسس دساصبد عهب
يتخذ قزار انشزاء : .3
ش انتضكيذش انختجش يذش انجعبد )انشتشبد( يذ
يششف انختجش أخش ) حذدب ( ..........
عذد طواث انخبزة نتخذ قزار انشزاء : .4
صاد فأكثش 10صاد 10– 5صاد 5الم ي
انجشء انثاي : يزجى قزاءة انعباراث انتانيه ووضع إشارة )X ( أياو االجابه انتي تاطبك :
أتفك انعجبسح د
ثشذح
ال أتفك ال أتفك يحبذ أتفك
ثشذح
جودة انتج: انحور األول
ألو ثاختبس انضتهزيبد انطجخ انخجشخ راد انجدح انعبنخ 1
تفش ششكبد تسذ اناد انخجشخ يتجبد راد جدح 2
ششكبد تسذ اناد انخجشخ عبد يجبخ إلختجبس جدح تمذو 3
انتج
تهعت جدح انتج انطج دسا يب ف انبفضخ ث انششكبد 4
انتجخ نهاد انطجخ انخجشخ
تضع ششكبد تسذ اناد انخجشخ ان األخز ثشأك نتمى جدح 5
102
انتجبد انت تى ثعب
أصتشثشأ أصحبة انخجشح ي انختجشاد انطجخ حل 6
انضتهزيبد انطجخ انخجشخ لجم ششاؤب
اتأكذ ي يطبثمخ انضتهزيبد انطجخ انخجشخ نهاصفبد انعبنخ 7
انضعش انحور انثاي :
أجذ أ أصعبس انضتهزيبد انطجخ انخجشخ يبصجخ 8
انضتهزيبد انطجخ انخجشخ تمو ثذساصخ أس أ ششكبد 9
األصاق نتحذذ انضعش انبصت
تتبصت يع جدتبانضتهزيبد انطجخ انخجشخ أعتمذ ثأ أصعبس 11
أس أ أصعبس انتجبد انطجخ انحهخ يتبصج يمبسخ يع 11
انتجبد انطجخ االججخ
م اختبس انضتهزيبد انطجخ انخجشخ راد انشأ انحه أفض 12
إلخفبض صعش
ألو ثششاء انضتهزيبد انطجخ حت ن كب أصعبسب عبنخ تجخ 13
انحبجخ انبصخ نب
: صشعخ انتسذ انحور انثانث
ثبناعذ انضتهزيبد انطجخ انخجشخ ششكبد تسذتهتزو 14
انحذدح نتضهى اناد انطجخ انخجشخ انطهثخ
انضتهزيبد انطجخ انخجشخ تضتجت ف ششكبد تسذأجذ ثأ 15
حبنخ انطهجبد انضشعخ )انطبسئخ (
تهج ششكبد انتسذ انطهجبد انضشعخ )انطبسئخ( ثفش ششط 16
انطهجبد انعبدخ
ذ ف اناد انطجخ راد انشأ انحه أصشع تجذ أ صشعخ انتس 17
ي راد انشأ األجج
هعت يلع انششكخ دسا يب ف صشعخ انتسذ 18
:انجع انشخص انحور انزابع
103
انضتهزيبد انطجخ ششكبد تسذأس أ يذث انجعبد ف 19
تعبيم يع انختجشاد يذسث ثشكم جذ ف كفخ ان انخجشخ
انطجخ
انضتهزيبد انطجخ ششكبد تسذتتع يذث انجعبد ف 21
انخجشخ ثمذساد كبفخ إللبع ثبنششاء
ششكبد تسذضبى أصهة تعبيم انذة ف لشاس انتعبيم يع 21
انضتهزيبد انطجخ انخجشخ
ي انذث انز انطجخ انخجشخانضتهزيبد الو ثاختبس 22
مي ثزبساد يتعذدح ثشكم دس نهختجش
أفضم ئختبس اناد انطجخ ي انذة انز مو ثأخز يعذ 23
يضجك لجم انمذو
أفضم انذة انز مو ثتفش انتجبد انطجخ حت ئ نى 24
عم ثبتك يجدح ف فش انششكخ انت
أفضم انتعبيم يع يذث انجع انز تتع ثبسح ف انتعبيم 25
صشعخ ف اإلصتجبثخ
: ثهذ انشأ انحور انخايض
إثش ثهذ انشأ عه جدح انضتهزيبد انطجخ انخجشخ 26
األجج أفضم اختبس انضتهزيبد انطجخ انخجشخ راد انشأ 27
راد انشأ األجج افضم انضتهزيبد انطجخ انخجشخ أس أ 28
راد انشأ انحه انضتهزيبد انطجخ انخجشخ ي
أعتمذ أ ثهذ انشأ عط فكشح جذح ع جدح انضتهزيبد 29
انطجخ انخجشخ
خ راد ثهذ انشأ جد انعذذ ي انضتهزيبد انطجخ انخجش 31
انختهف ضم ي انمبسخ ئختبس األفضم
أس أ انضتهزيبد انطجخ انخجشخ راد انشأ األجج صعجخ 31
انتافش ع غشب ي انتجبد انطجخ راد انشأ انحه
104
لشاس انششاء انحور انظادص :
عه لشاس انششائ خ انضتهزيبد انطجخ انخجشإثش جدح 32
عه لشاس انششائانضتهزيبد انطجخ انخجشخ تإثش أصعبس 33
عه لشاس نهضتهزيبد انطجخ انخجشخ إثش ثهذ انشأ 34
انششائ
حفز جد انجع انشخص نذث انجع عه ئتخبر لشاس 35
انضتهزيبد انطجخ انخجشخ ششاء
صشعخ انتسذ نهاد انطجخ ضبعذ ف ئتخبر لشاس انششاء 36
انضتهزيبد انطجخ انخجشخ عه لشاس إثش صنخ ئصتخذاو 37
انششائ
انضتهزيبد انطجخ انخجشخ ثاصفبد حفز انتزاو ششكبد 38
جدح انضتهزيبد انخجشخ انطجخ عه لشاس انششائ
105
APPENDIX (4)
- Profile of Respondent Gender
Frequency Percent Valid Percent Cumulative Percent
Valid male 104 47.3 47.3 47.3
female 116 52.7 52.7 100.0
Total 220 100.0 100.0
Qualification
Frequency Percent Valid Percent Cumulative Percent
Valid Diploma 3 1.4 1.4 1.4
Bachlors 89 40.5 40.5 41.8
High Education 128 58.2 58.2 100.0
Total 220 100.0 100.0
Decider
Frequency Percent Valid Percent Cumulative Percent
Valid Laboratory manager 84 38.2 38.2 38.2
sales manager 64 29.1 29.1 67.3
supervisor Laboratory 61 27.7 27.7 95.0
Others 11 5.0 5.0 100.0
Total 220 100.0 100.0
Experience Years
Frequency Percent Valid Percent Cumulative Percent
Valid Less than 5 years 17 7.7 7.7 7.7
5 -10 years 66 30.0 30.0 37.7
More than 5 years 137 62.3 62.3 100.0
Total 220 100.0 100.0
106
Descriptive of Variables
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
PQ1 220 3 5 4.42 .726
PQ2 220 3 5 4.06 .741
PQ3 220 3 5 3.95 .763
PQ4 220 3 5 4.40 .743
PQ5 220 3 5 3.87 .738
PQ6 220 3 5 4.12 .661
PQ7 220 3 5 4.20 .717
PR1 220 3 5 4.15 .634
PR2 220 3 5 4.15 .651
PR3 220 3 5 4.15 .674
PR4 220 3 5 4.13 .638
PR5 220 3 5 4.09 .713
PR6 220 3 5 4.12 .668
SS1 220 2 5 4.05 .701
SS2 220 3 5 4.05 .670
SS3 220 3 5 4.07 .655
SS4 220 3 5 4.09 .667
SS5 220 3 5 4.03 .682
PS1 220 3 5 3.96 .711
PS2 220 3 5 3.82 .678
PS3 220 3 5 4.11 .617
PS4 220 3 5 3.83 .653
PS5 220 3 5 4.09 .667
PS6 220 3 5 4.16 .632
PS7 220 3 5 4.45 .606
CO1 220 3 5 4.35 .649
CO2 220 3 5 4.13 .809
CO3 220 3 5 4.15 .769
CO4 220 3 5 4.21 .737
CO5 220 3 5 4.15 .747
CO6 220 3 5 3.92 .723
PD1 220 3 5 4.49 .665
PD2 220 3 5 4.04 .622
PD3 220 3 5 4.03 .675
PD4 220 3 5 3.85 .689
PD5 220 3 5 4.20 .622
107
PD6 220 3 5 4.25 .640
PD7 220 3 5 4.46 .691
Valid N (listwise) 220
-
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Mean Quality 220 3 5 4.14 .515
Mean Price 220 3 5 4.13 .620
Mean Speed 220 3 5 4.06 .637
Mean Personal 220 3 5 4.06 .424
Mean Country 220 3 5 4.15 .546
Mean Purchase 220 3 5 4.19 .483
Valid N (listwise) 220
108
APPENDIX (5)
Outliers, Normality, Linearity, Homoscedasticity, and Correlation
- Outliers Results
Residuals Statisticsa
Minimum Maximum Mean Std. Deviation N
Predicted Value 3.08 5.05 4.19 .417 220
Std. Predicted Value -2.666 2.065 .000 1.000 220
Standard Error of Predicted Value .018 .075 .039 .012 220
Adjusted Predicted Value 3.08 5.05 4.19 .415 220
Residual -.772 .754 .000 .244 220
Std. Residual -3.128 3.055 .000 .989 220
Stud. Residual -3.181 3.069 .000 1.005 220
Deleted Residual -.798 .760 .000 .252 220
Stud. Deleted Residual -3.251 3.131 .000 1.010 220
Mahal. Distance .142 19.112 4.977 3.597 220
Cook's Distance .000 .075 .006 .011 220
Centered Leverage Value .001 .087 .023 .016 220
a. Dependent Variable: MeanPurchase
109
Correlation of Variables
Correlations
MeanQualit
y MeanPric MeanSpeed
MeanPerson
a
MeanCountr
y
MeanPurcha
se
MeanQuality Pearson
Correlation
1 .325** .098 .299
** .231
** .364
**
Sig. (2-tailed) .000 .146 .000 .001 .000
N 220 220 220 220 220 220
MeanPric Pearson
Correlation
.325** 1 .273
** .343
** .303
** .721
**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 220 220 220 220 220 220
MeanSpeed Pearson
Correlation
.098 .273** 1 .584
** .265
** .354
**
Sig. (2-tailed) .146 .000 .000 .000 .000
N 220 220 220 220 220 220
MeanPersona Pearson
Correlation
.299** .343
** .584
** 1 .573
** .573
**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 220 220 220 220 220 220
MeanCountry Pearson
Correlation
.231** .303
** .265
** .573
** 1 .651
**
Sig. (2-tailed) .001 .000 .000 .000 .000
N 220 220 220 220 220 220
MeanPurchas
e
Pearson
Correlation
.364** .721
** .354
** .573
** .651
** 1
Sig. (2-tailed) .000 .000 .000 .000 .000
N 220 220 220 220 220 220
**. Correlation is significant at the 0.01 level (2-tailed).
110
111
112
Multicollinearity
Coefficients
a
Model
Unstandardized
Coefficients
Standardiz
ed
Coefficient
s
t Sig.
Correlations
Collinearity
Statistics
B Std. Error Beta
Zero-
order Partial Part
Toleranc
e VIF
1 (Constant) .118 .192 .612 .541
MeanQualit
y
.054 .035 .058 1.532 .127 .364 .104 .053 .840 1.191
MeanPric .414 .030 .531 13.768 .000 .721 .685 .475 .800 1.251
MeanSpee
d
.014 .033 .019 .441 .660 .354 .030 .015 .633 1.579
MeanPerso
na
.156 .059 .137 2.648 .009 .573 .178 .091 .445 2.249
MeanCoun
try
.347 .038 .393 9.163 .000 .651 .531 .316 .649 1.541
a. Dependent Variable: MeanPurchase
113
Appendix (6)
Factor Analysis
A- Factor Analysis for Model of Study
1. Product Quality
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .874
Bartlett's Test of Sphericity Approx. Chi-Square 568.630
Df 15
Sig. .000
2. Price
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .896
Bartlett's Test of Sphericity Approx. Chi-Square 1989.263
Df 15
Sig. .000
Component Matrixa
Component
1
PQ1 .839
PQ2 .812
PQ3 .669
PQ4 .794
PQ5 .745
PQ7 .780
Extraction Method: Principal Component Analysis.
a. 1 components extracted.
114
Component Matrixa
Component
1
PR1 .875
PR2 .973
PR3 .962
PR4 .900
PR5 .934
PR6 .960
Extraction Method: Principal Component Analysis.
a. 1 components extracted.
3. Supply Speed
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .882
Bartlett's Test of Sphericity Approx. Chi-Square 1758.214
Df 10
Sig. .000
Component Matrixa
Component
1
SS1 .903
SS2 .940
SS3 .977
SS4 .987
SS5 .914
Extraction Method: Principal Component Analysis.
a. 1 components extracted.
115
4. Personal Selling
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .746
Bartlett's Test of Sphericity Approx. Chi-Square 411.797
Df 21
Sig. .000
Component Matrixa
Component
1
PS1 .644
PS2 .691
PS3 .627
PS4 .722
PS5 .656
PS6 .599
PS7 .598
Extraction Method: Principal Component Analysis.
a. 1 components extracted.
5. Country of Origin
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .846
Bartlett's Test of Sphericity Approx. Chi-Square 627.484
df 15
Sig. .000
116
6. Purchasing Decision
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .821
Bartlett's Test of Sphericity Approx. Chi-Square 666.057
df 21
Sig. .000
Component Matrixa
Component
1
PD1 .705
PD2 .741
PD3 .758
PD4 .647
PD5 .800
PD6 .728
PD7 .765
Extraction Method: Principal Component Analysis.
a. 1 components extracted.
Component Matrixa
Component
1
CO1 .639
CO2 .906
CO3 .899
CO4 .854
CO5 .748
CO6 .312
Extraction Method: Principal Component Analysis.
a. 1 components extracted.
117
APPENDIX (7)
RELIABILITY OF PILOT STUDY
1. Product Quality
Reliability Statistics
Cronbach's Alpha N of Items
.818 7
Item-Total Statistics
Scale Mean if Item
Deleted
Scale Variance if Item
Deleted
Corrected Item-Total
Correlation
Cronbach's Alpha if Item
Deleted
PQ1 24.87 9.292 .758 .760
PQ2 25.13 9.292 .834 .751
PQ3 25.43 9.357 .582 .791
PQ4 24.90 9.266 .766 .759
PQ5 25.33 8.575 .737 .759
PQ6 25.33 14.506 -.358 .905
PQ7 25.20 9.683 .698 .772
2. Price
Reliability Statistics
Cronbach's Alpha N of Items
.981 6
118
Item-Total Statistics
Scale Mean if Item
Deleted
Scale Variance if Item
Deleted
Corrected Item-Total
Correlation
Cronbach's Alpha if Item
Deleted
PR1 20.30 6.217 .981 .974
PR2 20.30 6.217 .981 .974
PR3 20.33 6.092 .948 .976
PR4 20.30 6.217 .981 .974
PR5 20.47 5.844 .824 .994
PR6 20.30 6.217 .981 .974
3. Supply Speed
Reliability Statistics
Cronbach's Alpha N of Items
.914 5
Item-Total Statistics
Scale Mean if Item
Deleted
Scale Variance if Item
Deleted
Corrected Item-Total
Correlation
Cronbach's Alpha if Item
Deleted
SS1 14.00 21.793 .626 .932
SS2 13.63 23.482 .550 .942
SS3 13.23 20.530 .938 .864
SS4 13.23 20.530 .938 .864
SS5 13.23 20.530 .938 .864
4. Personal Selling
Reliability Statistics
Cronbach's Alpha N of Items
.759 7
119
Item-Total Statistics
Scale Mean if Item
Deleted
Scale Variance if Item
Deleted
Corrected Item-Total
Correlation
Cronbach's Alpha if Item
Deleted
PS1 21.77 16.668 .591 .730
PS2 21.73 16.823 .609 .731
PS3 21.90 16.576 .474 .737
PS4 21.73 16.823 .609 .731
PS5 23.00 12.207 .484 .749
PS6 22.63 13.275 .428 .756
PS7 22.23 11.702 .725 .662
5. Country of Origin
Reliability Statistics
Cronbach's Alpha N of Items
.768 6
Item-Total Statistics
Scale Mean if Item
Deleted
Scale Variance if Item
Deleted
Corrected Item-Total
Correlation
Cronbach's Alpha if Item
Deleted
CO1 20.83 5.868 .669 .688
CO2 21.23 8.254 .132 .833
CO3 20.77 7.013 .558 .724
CO4 20.83 7.385 .607 .721
CO5 20.83 7.385 .607 .721
CO6 20.83 5.868 .669 .688
6. Purchasing Decision
Reliability Statistics
Cronbach's Alpha N of Items
.714 7
120
Item-Total Statistics
Scale Mean if Item
Deleted
Scale Variance if Item
Deleted
Corrected Item-Total
Correlation
Cronbach's Alpha if Item
Deleted
PD1 25.13 5.430 .141 .750
PD2 25.00 5.517 .063 .781
PD3 25.07 4.340 .820 .597
PD4 25.07 4.340 .820 .597
PD5 25.07 4.340 .820 .597
PD6 24.93 5.375 .195 .733
PD7 24.73 4.133 .523 .653
RELIABILITY CINSTRUCTS AFTER EFA
7. Product Quality Deleted PQ6
Reliability Statistics
Cronbach's Alpha N of Items
.865 6
Item-Total Statistics
Scale Mean if Item
Deleted
Scale Variance if Item
Deleted
Corrected Item-Total
Correlation
Cronbach's Alpha if Item
Deleted
PQ1 20.47 8.132 .737 .829
PQ2 20.83 8.168 .708 .834
PQ3 20.95 8.673 .548 .863
PQ4 20.49 8.269 .677 .839
PQ5 21.02 8.452 .634 .847
PQ7 20.70 8.432 .665 .842
121
8. Price
Reliability Statistics
Cronbach's Alpha N of Items
.878 6
Item-Total Statistics
Scale Mean if Item
Deleted
Scale Variance if Item
Deleted
Corrected Item-Total
Correlation
Cronbach's Alpha if
Item Deleted
PR1 19.60 13.803 .319 .908
PR2 19.50 10.288 .878 .821
PR3 19.53 10.095 .902 .816
PR4 19.60 14.014 .292 .910
PR5 19.58 10.317 .832 .829
PR6 19.53 10.186 .891 .818
9. Supply Speed
Reliability Statistics
Cronbach's Alpha N of Items
.807 5
Item-Total Statistics
Scale Mean if Item
Deleted
Scale Variance if Item
Deleted
Corrected Item-Total
Correlation
Cronbach's Alpha if
Item Deleted
SS1 16.10 4.355 .706 .734
SS2 16.35 4.941 .517 .792
SS3 16.08 4.282 .811 .704
SS4 16.06 4.156 .848 .690
SS5 15.96 5.455 .219 .891
122
10. Personal Selling
Reliability Statistics
Cronbach's Alpha N of Items
.771 7
Item-Total Statistics
Scale Mean if Item
Deleted
Scale Variance if Item
Deleted
Corrected Item-Total
Correlation
Cronbach's Alpha if Item
Deleted
PS1 24.45 6.541 .480 .745
PS2 24.60 6.470 .539 .732
PS3 24.30 6.879 .473 .746
PS4 24.59 6.472 .570 .726
PS5 24.33 6.650 .493 .742
PS6 24.25 6.921 .443 .752
PS7 23.96 7.007 .441 .752
11. Country of Origin
Reliability Statistics
Cronbach's Alpha N of Items
.833 6
Item-Total Statistics
Scale Mean if Item
Deleted
Scale Variance if Item
Deleted
Corrected Item-Total
Correlation
Cronbach's Alpha if Item
Deleted
CO1 20.56 8.485 .486 .828
CO2 20.78 6.710 .807 .759
CO3 20.77 6.909 .803 .762
CO4 20.70 7.261 .741 .777
CO5 20.76 7.670 .609 .805
CO6 21.00 9.237 .224 .876
123
12. Purchasing Decision
Reliability Statistics
Cronbach's Alpha N of Items
.857 7
Item-Total Statistics
Scale Mean if Item
Deleted
Scale Variance if Item
Deleted
Corrected Item-Total
Correlation
Cronbach's Alpha if Item
Deleted
PD1 24.83 8.691 .586 .842
PD2 25.28 8.722 .633 .836
PD3 25.29 8.417 .653 .832
PD4 25.47 8.816 .523 .852
PD5 25.12 8.501 .702 .826
PD6 25.06 8.708 .613 .838
PD7 24.86 8.341 .655 .832
- RELAIBILITY FOR ALL IETMS
Reliability Statistics
Cronbach's Alpha N of Items
.934 37
124
Item-Total Statistics
Scale Mean if Item
Deleted
Scale Variance if Item
Deleted
Corrected Item-Total
Correlation
Cronbach's Alpha if
Item Deleted
PQ1 146.72 201.763 .422 .933
PQ2 147.08 202.158 .394 .933
PQ3 147.20 202.423 .368 .933
PQ4 146.74 200.907 .453 .932
PQ5 147.27 200.245 .489 .932
PQ7 146.95 201.869 .423 .933
PR1 147.27 200.245 .489 .932
PR2 147.18 194.868 .617 .931
PR3 147.20 194.492 .622 .931
PR4 147.27 201.083 .463 .932
PR5 147.25 195.624 .563 .931
PR6 147.20 195.028 .605 .931
SS1 147.10 202.496 .401 .933
SS2 147.35 200.056 .558 .931
SS3 147.08 201.774 .472 .932
SS4 147.06 200.626 .525 .932
SS5 146.96 199.460 .482 .932
PS1 147.18 200.898 .476 .932
PS2 147.32 201.754 .456 .932
PS3 147.03 202.360 .470 .932
PS4 147.31 201.687 .479 .932
PS5 147.05 201.157 .497 .932
PS6 146.98 203.086 .417 .933
PS7 146.69 203.294 .424 .933
CO1 146.79 201.730 .480 .932
CO2 147.01 197.251 .577 .931
CO3 147.00 198.279 .560 .931
CO4 146.93 198.196 .591 .931
CO5 146.99 199.315 .528 .932
CO6 147.22 201.261 .449 .932
PD1 146.65 200.128 .554 .931
PD2 147.10 200.538 .572 .931
PD3 147.11 198.366 .640 .931
PD4 147.29 200.006 .539 .932
PD5 146.95 198.983 .663 .931
PD6 146.89 200.850 .537 .932
PD7 146.68 200.035 .536 .932
125
APPLENDIX (8)
HYPOTHESIS OF STUDY
DIRECT EFFECTS
Model Summaryb
Model R
R
Square
Adjusted
R Square
Std. Error of
the Estimate
Change Statistics
Durbin-
Watson
R Square
Change F Change df1 df2 Sig. F Change
1 .863a .745 .739 .247 .745 125.088 5 214 .000 1.308
a. Predictors: (Constant), Mean Country, Mean Quality, Mean Speed, Mean Price, Mean Personal
b. Dependent Variable: MeanPurchase
ANOVAb
Model Sum of Squares Df Mean Square F Sig.
1 Regression 38.070 5 7.614 125.088 .000a
Residual 13.026 214 .061
Total 51.096 219
a. Predictors: (Constant), MeanCountry, MeanQuality, MeanSpeed, MeanPric, MeanPersona
b. Dependent Variable: MeanPurchase
126
Coefficientsa
Model
Unstandardized
Coefficients
Standar
dized
Coeffici
ents
t Sig.
95.0% Confidence
Interval for B Correlations
Collinearity
Statistics
B
Std.
Error Beta
Lower
Bound
Upper
Bound
Zero-
order Partial Part
Tolera
nce VIF
1 (Constan
t)
.118 .192
.612 .541 -.262 .497
Mean
Quality
.054 .035 .058 1.532 .127 -.016 .124 .364 .104 .053 .840 1.191
Mean
Price
.414 .030 .531 13.768 .000 .355 .474 .721 .685 .475 .800 1.251
Mean
Speed
.014 .033 .019 .441 .660 -.050 .079 .354 .030 .015 .633 1.579
Mean
Persona
.156 .059 .137 2.648 .009 .040 .273 .573 .178 .091 .445 2.249
Mean
Country
.347 .038 .393 9.163 .000 .272 .422 .651 .531 .316 .649 1.541
a. Dependent Variable: Mean Purchase
1. Product quality
Model Summaryb
Model R
R
Square
Adjusted R
Square
Std. Error of
the Estimate
Change Statistics
R Square
Change
F
Change df1 df2
Sig. F
Change
1 .364a .133 .129 .451 .133 33.366 1 218 .000
a. Predictors: (Constant), MeanQuality
b. Dependent Variable: MeanPurchase
127
Coefficientsa
Model
Unstandardized
Coefficients
Standardiz
ed
Coefficient
s
t Sig.
Correlations
Collinearity
Statistics
B Std. Error Beta
Zero-
order Partial Part
Toleran
ce VIF
1 (Constant
)
2.773 .247
11.227 .000
MeanQu
ality
.342 .059 .364 5.776 .000 .364 .364 .364 1.000 1.000
a. Dependent Variable: MeanPurchase
2. Price
Model Summaryb
Model R
R
Square
Adjusted R
Square
Std. Error of
the Estimate
Change Statistics
R Square
Change
F
Change df1 df2
Sig. F
Change
1 .721a .520 .518 .335 .520 236.490 1 218 .000
128
Model Summaryb
Model R
R
Square
Adjusted R
Square
Std. Error of
the Estimate
Change Statistics
R Square
Change
F
Change df1 df2
Sig. F
Change
1 .721a .520 .518 .335 .520 236.490 1 218 .000
a. Predictors: (Constant), MeanPric
b. Dependent Variable: MeanPurchase
Coefficientsa
Model
Unstandardized
Coefficients
Standardiz
ed
Coefficient
s
t Sig.
Correlations
Collinearity
Statistics
B Std. Error Beta
Zero-
order Partial Part
Toleran
ce VIF
1 (Consta
nt)
1.865 .153
12.205 .000
MeanPri
c
.562 .037 .721 15.378 .000 .721 .721 .721 1.000 1.000
a. Dependent Variable: MeanPurchase
3. Supply speed
Model Summaryb
Model R
R
Square
Adjusted R
Square
Std. Error of
the Estimate
Change Statistics
R Square
Change
F
Change df1 df2
Sig. F
Change
1 .354a .125 .121 .453 .125 31.199 1 218 .000
a. Predictors: (Constant), MeanSpeed
b. Dependent Variable: MeanPurchase
129
Coefficientsa
Model
Unstandardized
Coefficients
Standardiz
ed
Coefficient
s
t Sig.
Correlations
Collinearity
Statistics
B Std. Error Beta
Zero-
order Partial Part
Toleran
ce VIF
1 (Constan
t)
3.100 .197
15.725 .000
Mean
Speed
.268 .048 .354 5.586 .000 .354 .354 .354 1.000 1.000
a. Dependent Variable: MeanPurchase
4. Personal selling
Model Summaryb
Model R
R
Square
Adjusted R
Square
Std. Error of
the Estimate
Change Statistics
R Square
Change
F
Change df1 df2
Sig. F
Change
1 .573a .328 .325 .397 .328 106.558 1 218 .000
a. Predictors: (Constant), MeanPersona
b. Dependent Variable: MeanPurchase
Coefficientsa
Model
Unstandardized
Coefficients
Standardiz
ed
Coefficient
s
t Sig.
Correlations
Collinearity
Statistics
B Std. Error Beta
Zero-
order Partial Part
Toleran
ce VIF
1 (Constant) 1.536 .258 5.946 .000
MeanPers
ona
.653 .063 .573 10.323 .000 .573 .573 .573 1.000 1.000
a. Dependent Variable: MeanPurchase
130
5. Country of origin
Model Summaryb
Model R
R
Square
Adjusted R
Square
Std. Error of
the Estimate
Change Statistics
R Square
Change
F
Change df1 df2
Sig. F
Change
1 .651a .423 .421 .368 .423 159.927 1 218 .000
a. Predictors: (Constant), MeanCountry
b. Dependent Variable: MeanPurchase
Coefficientsa
Model
Unstandardized
Coefficients
Standardi
zed
Coefficient
s
t Sig.
Correlations Collinearity Statistics
B Std. Error Beta
Zero-
order
Parti
al Part Tolerance VIF
1 (Constant) 1.800 .190 9.452 .000
MeanCoun
try
.575 .045 .651 12.646 .000 .651 .651 .651 1.000 1.000
a. Dependent Variable: MeanPurchase
Stepwise Regression
Model Summary
d
Model R R Square
Adjusted R
Square
Std. Error of
the Estimate
Change Statistics
R Square
Change F Change df1 df2
Sig. F
Change
1 .721a .520 .518 .335 .520 236.490 1 218 .000
2 .852b .726 .723 .254 .206 162.742 1 217 .000
3 .862c .742 .739 .247 .016 13.650 1 216 .000
a. Predictors: (Constant), MeanPric
b. Predictors: (Constant), MeanPric, MeanCountry
c. Predictors: (Constant), MeanPric, MeanCountry, MeanPersona
d. Dependent Variable: MeanPurchase
131
ANOVAd
Model Sum of Squares df Mean Square F Sig.
1 Regression 26.588 1 26.588 236.490 .000a
Residual 24.509 218 .112
Total 51.096 219
2 Regression 37.091 2 18.546 287.347 .000b
Residual 14.005 217 .065
Total 51.096 219
3 Regression 37.924 3 12.641 207.282 .000c
Residual 13.173 216 .061
Total 51.096 219
a. Predictors: (Constant), MeanPric
b. Predictors: (Constant), MeanPric, MeanCountry
c. Predictors: (Constant), MeanPric, MeanCountry, MeanPersona
d. Dependent Variable: MeanPurchase
Excluded Variablesd
Model Beta In t Sig.
Partial
Correlation
Collinearity
Statistics
Tolerance
1 MeanQuality .145a 2.973 .003 .198 .894
MeanSpeed .170a 3.571 .000 .236 .926
MeanPersona .369a 8.506 .000 .500 .882
MeanCountry .476a 12.757 .000 .655 .908
2 MeanQuality .076b 2.010 .046 .136 .875
MeanSpeed .079b 2.116 .035 .143 .889
MeanPersona .160b 3.695 .000 .244 .640
3 MeanQuality .056c 1.492 .137 .101 .853
MeanSpeed .011c .254 .799 .017 .643
a. Predictors in the Model: (Constant), MeanPric
b. Predictors in the Model: (Constant), MeanPric, MeanCountry
c. Predictors in the Model: (Constant), MeanPric, MeanCountry, MeanPersona
132
Excluded Variablesd
Model Beta In t Sig.
Partial
Correlation
Collinearity
Statistics
Tolerance
1 MeanQuality .145a 2.973 .003 .198 .894
MeanSpeed .170a 3.571 .000 .236 .926
MeanPersona .369a 8.506 .000 .500 .882
MeanCountry .476a 12.757 .000 .655 .908
2 MeanQuality .076b 2.010 .046 .136 .875
MeanSpeed .079b 2.116 .035 .143 .889
MeanPersona .160b 3.695 .000 .244 .640
3 MeanQuality .056c 1.492 .137 .101 .853
MeanSpeed .011c .254 .799 .017 .643
a. Predictors in the Model: (Constant), MeanPric
b. Predictors in the Model: (Constant), MeanPric, MeanCountry
c. Predictors in the Model: (Constant), MeanPric, MeanCountry, MeanPersona
d. Dependent Variable: MeanPurchase
133
المستمزمات الطبية المخبريةالعوامل التسويقية المؤثرة عمى قرار شراء ردنال -في مدينة عمان عمى المختبرات الطبية الخاصة تطبيقية دراسة
الطالب إعداد
عمر عدنان زكي الحسن
إشراف سعيد الشيخ د. مصطفى
ممخص
قرار شراء المستمزمات الطبية المخبرية ، هدفت الدراسة الى التعرف عمى العوامل التسويقية المؤثرة عمى دراسة تطبيقية عمى المختبرات الطبية الخاصة في مدينة عمان.
: )جودة المنتج رار شراء المستمزمات الطبية وهيالمؤثرة عمى ق ة عدد من العوامل التسويقيةستناولت الدرامتغيرات تمثل المتغيرات المستقمة في ، السعر ، سرعة التوريد ، البيع الشخصي ، بمد المنشأ ( وتمك ال
ير التابع الذي يمثل قرار شراء المستمزمات الطبية غالمت ثرها عمىأم دراسة تمك المتغيرات و ت، و الدراسة المخبرية .
صل أومن ، ستبانهإ( 333تم توزيع )مختبر ، 363بمغ عدد المختبرات الطبية الخاصة في مدينة عمان منها غير مكتممه ، وبمغ حجم العينة الخاضع إستبانه( 33وكانت )، ( منها 53هذا العدد لم يتم تسميم )
%( .73ستجابة )إبمعدل إستبانه( 223لمتحميل )جميع العوامل التسويقية المشمولة في الدراسة وأنها ترتبط مع عمىأثر دال إحصائي نتائج وجود الأظهرت
%(75قة إيجابية قوية ولها قدرة تسسيرية بمغت )المتغير التابع بعالفضل قدرة تسسيرية أقدرة تسسيرية مختمسة حيث بمغت بعاد الدراسةأن لكل بعد من أظهرت النتائج ايضا أ
سرعة وأما أضعف متغير فيعود لمتغير ، %(42.3)ومن ثم يميه متغير بمد المنشأ، %(52)لمتغير السعر . %(52.5)التوريد
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ركيز عمى خصائص المنتج الطبي تن عمى شركات توريد المستمزمات الطبية المخبرية الأدراسة وصت الأالمتمثمة نشطة الترويجية لى االهتمام باأل، باإلضافة ا جودة المنتج الطبي وسرعة التوريدوخاصة من حيث
بجهود البيع الشخصي.