A Orientação de trabalho do propagandista da indústria farmacêutica: aplicação da escala SOCO

Abstract

This study purpose was analyze the work orientation of sales representatives in the market of Fortaleza. It was done through the use of SOCO scale (Sales Orientation - Customer Orientation). The use of the scale had the objective to measure the degree of commitment of the sales representatives during an oriented sale to doctors, helping them make buying decisions that will satisfy their necessities. The sales representatives’ orientation was analyzed using their own opinions along with the doctors’ opinion, besides being those compared to the respective perceptions about work orientation of the sales representative. The qualitative research was done during October of 2006 in Fortaleza city. It was done through the use of questionnaires with SOCO scale. To fulfill the objective of the referred study, different techniques were used, such as: frequency distribution, presentation of bar graphics, normality test, central tendency test, average test and test of difference of average. The non probabilistic sample was composed by 40 doctors and 40 sales representatives. Ultimately, based on the results obtained, the research showed that the doctors don’t see the sales representative so oriented to the customer as much as the sales representatives see themselves.