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 : omar91_adnan@yahoo.com

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 : omar91_adnan@yahoo.com

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.