THE IMPACT OF MISSIONARY SELLING BEHAVIOURS TOWARDS SALES PERFORMANCE ON PRESCRIPTION DRUGS IN TAMILNADU

The study focuses on how selling behavior of Medical Representatives lead to sales performance of Prescription drugs. This study explored factors determining missionary selling behaviours and sales performance and their impact on customer retention. Our analyses are based on responses from 536 Medical Representatives from India's top Pharmaceutical Companies. This paper examines improvement in sales performance from sales force by adaptive selling behavior, customer oriented selling, job characteristics role model, trust in sales manager, and customer retention. Based on the review of literature, this paper attempts to develop an instrument and test the conceptual model linking selling behaviours and sales performance using Structural Equation Modeling (SEM) technique. Theoretical and practical implications for incorporating selling behaviors in to the pharmaceutical Sales promotion are discussed.