MEDICAL DEVICE PURCHASE PROCESS THE EFFECT OF THE PRODUCT AND THE SALES STAFF

Abstract

The research was carried out in order to reveal the effect of the company's product and the medical salesperson who sells the product on the decision process in the medical device purchasing processes of health institutions and organizations. The sample of the research consisted of a total of 359 healthcare professionals, 130 male and 229 female, who were in the process of purchasing medical devices in private and public health institutions and organizations in the province of Istanbul, where the thesis was conducted. Questionnaire data collection method was used for the research. The survey was created in the form of a form on Google Drive and applied online. For the survey, a 5-point Likert scale used by Yahya Osman Bilgen in his 2019 study was used. SPSS (Statistical Package for the Social Sciences) version 25.0 was used in the analysis of the data. As a result of the study, according to the comparison of the sub-dimensions of the scale total by gender, it was found that the sales personnel and the product itself lead to significantly different sales in different genders, while the company did not cause a significant difference according to gender, and did not affect it significantly according to age ranges and educational status. While the scores obtained from the sales personnel sub-dimension vary significantly according to the working hours in this institution, the scale total and the product and company sub-dimension are compared with the sub-dimension. It was found that the scores of the participants did not differ significantly according to the working time in this institution. In addition, while it did not differ significantly according to their professional experience, it did differ significantly when compared according to marital status. As a result, it can be recommended that the sales personnel working in this sector and who want to continue their career in this field should be experts in their own branch in order to understand the customer needs and explain their product correctly.