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Practice on generic medicine recommendation and dispensing among Jordanian pharmacists

Hernan E. Riquelme (Kuwait‐Maastricht Business School, Salmiya, Kuwait)
Mohamed Elthani (Kuwait‐Maastricht Business School, Salmiya, Kuwait)
Rosa E. Rios (Australian College of Kuwait, Safat, Kuwait)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 29 March 2011




The purpose of this paper is to investigate the percentage of generic inventory pharmacists have in stock, to comprehend why pharmacists in Jordan recommend and dispense generic products.


In total, 104 pharmacists were surveyed using a structured questionnaire. The questionnaire contained statements about perception of generic products, inclination to recommend generic products, importance of promotions, factors influencing a recommendation, stock of generics, and among others. Correlational and discriminant analyses were used to establish associations between variables to distinguish characteristics between groups.


More than half of the Jordanian pharmacists sampled carry between 20 and 39 per cent stock of generic drugs and 46 per cent carry more than 40 per cent stock. One‐third (33 per cent) substitutes branded products by generic ones and slightly more (36 per cent) recommend more generic than branded products as opposed to those who recommend more branded products (24 per cent). Male pharmacists (49 per cent) tend to recommend more generic products than do females (24.6 per cent) and those who recommend more branded products are more influenced by sales visits rather than manufacturer's name or bonuses.


The paper provides valuable information about the pharmaceutical industry in Jordan and the empirical study adds insights from pharmacists about generic medicine.



Riquelme, H.E., Elthani, M. and Rios, R.E. (2011), "Practice on generic medicine recommendation and dispensing among Jordanian pharmacists", Journal of Islamic Marketing, Vol. 2 No. 1, pp. 43-54.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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