Linking Self-Efficacy and Hedonic Motivation to Job Performance: An Empirical Study of Medical Representatives in South Gujarat

Abstract

In today’s competitive pharmaceutical industry, the role of medical representatives (MRs) extends beyond sales to relationship management, knowledge dissemination, and long-term client engagement. Their success depends not only on technical skills but also on psychological and motivational factors. This study examines the influence of self-efficacy and hedonic motivation on job performance of medical representatives in the South Gujarat region. Self-efficacy reflects individuals’ belief in their capacity to execute tasks successfully, while hedonic motivation represents the pursuit of enjoyment and satisfaction in work-related activities. A structured survey was conducted with 450 medical representatives across major pharmaceutical firms in the region. The data was analyzed using correlation and regression techniques to assess the direct and combined effects of these constructs on job performance. Preliminary findings suggest that self-efficacy strongly predicts job performance, while hedonic motivation significantly enhances workplace happiness, with both variables exerting a combined influence on overall work outcomes. The study contributes to organizational behavior and human resource literature by highlighting psychological and motivational determinants of job performance and well-being, offering practical findings for pharmaceutical companies to design training and motivational strategies.