Marketing de salud y su incidencia en las ventas de los negocios farmacéuticos, Manta.

Abstract

The research article had as its general objective the study Marketing of health affects the sales of pharmaceutical businesses, Manta city. An explanatory study was carried out with a mixed approach, whose interest was to analyze and interpret all the information collected that was given through the surveys. The opinion of 383 pharmacy customers in the city of Manta was taken into account, who integrated the study sample. To analyze the information, the IBM SPSS Statistics software was used to calculate the correlations of the Spearman Rho coefficient, validate the hypotheses and perform the reliability analysis using the Cronbach Alpha coefficient. In the correlation between the independent and dependent variables (XY), a result of 0.958 was obtained, on the other hand, in the reliability analysis a value of 0.994 was reached, close, therefore, it confirms the consistency of the information analyzed.