RESUMEN
BACKGROUND: A firm must identify its key competitors (those that belong to the same competitive group), especially when operating in highly competitive industries, such as drug products. Experts who prescribe products to the final consumer play a crucial role in identifying the key competitors of a firm. In this context, the present paper aimed to determine if significant differences exist between two groups of prescribers (commercial and social) regarding the competitive structure that both groups identify using subjective information obtained through (i) categorization methods and (ii) evaluation methods. METHOD: A sample of 104 prescribers related to the sale of cosmetic pharmaceuticals was interviewed (53 commercials and 51 social prescribers). Multidimensional scaling was used to obtained perceptual maps that visually represented the competitive space for each group of prescribers. Cluster analysis was employed to identify the competitive structure (competitive clusters) for each group of prescribers. Bilateral Pearson correlations and Mobility Rates were applied to compare the perceptual maps and the identified clusters, respectively. RESULT: Competitive spaces and structures from both groups of prescribers were partially convergent, regardless the information was collected with categorization methods or evaluation ones. The competitive perceptual map identified by the commercial prescribers converges, to a certain extent, with the competitive perceptual map identified by the social prescribers when categorization data is used (correlation between maps = 0.322; p < 0.01). The same occurs when both targets (commercial prescribers and social prescribers) are compared using evaluation data (correlation between maps = 0.69; p < 0.01). In addition, the mobility rate (MR) shows 31.25% of convergence between the clusters identified on these maps using categorization methods; and 6.25% of convergence when evaluation data are used. CONCLUSIONS: There are certain perceptual differences depending on prescribers' occupation, although these differences are not significant. On the contrary, some differences due to the information collecting method (categorization versus evaluation) have been identified.
Asunto(s)
Industria Farmacéutica/economía , Competencia Económica , Personal de Salud/estadística & datos numéricos , Médicos/estadística & datos numéricos , Adulto , Anciano , Análisis por Conglomerados , Femenino , Humanos , Entrevistas como Asunto , Masculino , Persona de Mediana EdadRESUMEN
The present study focuses on the identification of profiles of CAM believers and/or users. Using data from the Spanish CIS Barometer (2018) and a sample of 2486 Spaniards, a hierarchical and non-hierarchical cluster analysis and discriminant analysis have been performed. Profiles of people with a high level of belief in CAM and/or CAM users were identified. Results reflect relationships between personal factors (healthy lifestyle and status, political and religious ideology) and satisfaction with conventional medicine with the belief/use of CAM. Personal factors and satisfaction are not related to the level of belief in CAM. We have tried to fulfil some gaps detected in the literature: much of the research has been methodologically limited and there is a need to deepen the study of factors and processes that favor the initial uptake and subsequent use of CAM. Doing this, this paper offers diverse recommendations for organizations worried about this theme.
Asunto(s)
Actitud Frente a la Salud , Terapias Complementarias/psicología , Terapias Complementarias/estadística & datos numéricos , Participación del Paciente/psicología , Participación del Paciente/estadística & datos numéricos , Satisfacción del Paciente/estadística & datos numéricos , Adulto , Femenino , Humanos , Masculino , Persona de Mediana Edad , España , Encuestas y CuestionariosRESUMEN
Because packaging has become an important marketing tool, firms must know what type of packaging can affect consumers' packaging cues. Also, still today there is little attention paid to the relevance of educating millennials about the importance of a healthier lifestyle and eating. The aim is to analyse the effects of young consumers with varying degrees of healthy lifestyles and food involvement on packaging cues. Also, the paper analyses differences between early adults and adolescents millennials. Using a sample of 890 millennials (300 early adults and 590 adolescents) and SEM methodology, interesting results are reached. Some healthy habits affect food involvement, and this is related to informative packaging cues. Some differences among both groups of millennials are found. The results/ findings would be valuable for the marketers and administration in the food industry to formulate marketing packaging strategies and to promote a healthier lifestyle and food consumption among millennials.
Asunto(s)
Señales (Psicología) , Embalaje de Alimentos/métodos , Adolescente , Adulto , Femenino , Alimentos , Industria de Alimentos , Estilo de Vida Saludable , Humanos , Masculino , Mercadotecnía , Adulto JovenRESUMEN
The main goal of this study was to examine the interaction between team members' performance and interactional justice climate in predicting mutual trust between managers and team members. A total of 93 small centers devoted to the attention of people with intellectual disability participated in the study. In each center, the manager (N = 93) and a group of team members (N = 746) were surveyed. On average, team members were 36.2 years old (SD = 9.3), whereas managers were 41.2 years old (SD = 8.8). The interaction between interactional justice climate and performance was statistically significant. Team members' performance strengthened the link from interactional justice climate to mutual trust.