Abstract

PEROZO DE JIMENEZ, Graciela  and  LEON WILHELM, Isabel Cristina. Perception and Expectations Regarding the Corporate Image of Drug Companies in the Health Sector. Revista de Ciencias Sociales [online]. 2009, vol.15, n.2, pp.296-306. ISSN 1315-9518.

The study was directed toward determining the corporate image of drug companies in the health sector in the Municipality of Maracaibo, based on the perceptions and expectations of external clients.  The research was of a descriptive type with a non-experimental, trans-sectional descriptive design. The population consisted of the drug companies’ external clients.  Data was collected via a questionnaire with a reliability of 095, using the stability and equivalence method; questionnaires were analyzed with descriptive statistics. Among the conclusions obtained in terms of the perception, the quality, price, variety, design and brand of the products and services were considered, but they can be improved. The expectations of market objectives qualify in a favorable manner, but they can be optimized in terms of effectiveness and results.

Keywords : Corporate image; perception; expectation; drug companies; health sector.