Abstract

Purpose: This study was conducted to identify and prioritize the distribution channel choices of pharmaceutical businesses in Vietnam. Research design, data, and methodology: To achieve the above objectives, the research team applied a combination of two analytical methods: Analytical Hierarchy Process (AHP) and Weighted Multiplier Model (WPM). First, the criteria for evaluating distribution channels were determined through group discussions with leading experts in the pharmaceutical distribution field. Next, AHP was used to calculate the relative weight of each criterion, helping to clarify the level of influence they exert when deciding to choose a distribution channel. Finally, the WPM model was applied to rank the options based on the determined weights, helping to provide a clear and reasonable order of priority. Results: The analysis results show that the priority ratio between distribution channel options has clear differences, specifically: P(A1/A2) = 1.0035; P(A2/A4) = 1.0160; P(A4/A5) = 1.0295; and P(A3/A5) = 0.7396. These numbers represent the relative priority between channels, thereby determining the optimal choice order for businesses. Conclusions: The study concluded that the ETC distribution channel is considered the top priority, followed by the OTC channel, then the social media channel, the television channel, and finally the website distribution channel. This result indicates that pharmaceutical companies are prioritizing modern channels that enable them to reach consumers more quickly and effectively.