The aim of this study is to know the direction and impact degree of foreign franchising of in its dimensions (quality, price, and value) on the mental image of the national medicament in Syria. It also aims to identify the dimensions of foreign franchising that are most influential on the mental image and to show the difference extent of the dimension of franchising and the mental image according to the demographic variables (gender, age, qualification, and job “doctor or pharmacist”).
To achieve this goal, two questionnaires were distributed: the first questionnaire was distributed to a number of patients, and the second one to a number of doctors and pharmacists in Syria. The number of answers which analyzed statistically was 521 responses from patients and 147 responses from doctors and pharmacists. The researcher used SPSS to present and analyze the results of the study.
The study concluded that there is an average-strength positive effect of quality, price, and value on the mental image of the medicament that has a foreign franchise in Syrian patients, and that the value is the most influential on the mental image in patients. Also, an average-strength positive effect of quality, price, and value on the mental image of the medicament that has a foreign franchise in Syria, and that the price is the most influential on the mental image in doctors and pharmacists.
The study also found that the dimensions of foreign franchising are not different according to gender, the price is not different according to the demographic variables (age, qualification, and job “doctor or pharmacist”), the quality is not different according to the demographic variables (age, qualification) but different according to job “doctor or pharmacist”, and the value is different according to the demographic variables (age, qualification, and job “doctor or pharmacist). and The study also found that the mental image is not different according to the demographic variables (age, qualification) but different according to job “doctor or pharmacist”.
The study ended with several recommendations, the most important of which is to try to retrieve the foreign franchising of medicaments by wrapping on economic sanctions imposed on our country through an international mediator, or through neighboring countries that abstained from voting on sanctions. In addition to seeking to raise the quality and perceived value and enhance the mental image of the national medicament in Syrian citizens.
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