ABSTRACT
This work examines the effect of cultural beliefs and ethical norms on the marketing of healthcare products in Abia State. The objectives of the study were to; determine the socioeconomics characteristics of the respondents, ascertain various cultural beliefs and ethical dilemmas with marketing of healthcare products in the study area, examine the effect of cultural beliefs and ethical norms on marketing performance of healthcare products in the study area and determine the factors that influence cultural beliefs and ethical norms on marketing of healthcare products in the study area, the study was carried out in Abia, primary data was used to collect information from the respondents, simple descriptive statistics, correlation and likert scale methods of data analysis were used to analyze the data that was collected from the respondents, the result of the study showed that cultural beliefs and ethical norms affects the marketing of healthcare product based on the findings of the study, the research recommends that Proper sensitization about healthcare product should be carried out in other to enlighten the public more about healthcare product so as to increase the sale of healthcare products and reduce some cultural beliefs.
TABLE OF
CONTENTS
Title
Page
Declaration
Certification
Dedication
Acknowledgements
Table of
Contents
Abstract
CHAPTER ONE: INTRODUCTION
1.1 Background
of the Study
1.2 Statement of the Problem
1.4 Objective of the Study
1.3 Research Questions
1.5 Research
Hypothesis
1.6 Significance of the Study
Scope of the Study
CHAPTER TWO: LITERATURE REVIEW
2.1 Conceptual Framework
2.1.1 Concept of Culture
2.1.2 Concept of Marketing
2.1.3 Elements
of Culture and its Impact on Marketing
2.1.3 Concept of Healthcare
2.2 Theoretical Framework
2.2.1 Hofstede’s
Cultural Framework
2.2.2 Schwartz’s
Cultural Framework
2.3 Empirical Review
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Research Design
3.2 Study Area
3.3 Population of the study
3.4 Sample
Size Determination
3.4 Sample Size and Sampling technique
3.5 Method of Data
Collection
3.6 Method of Data
Analysis
3.6.1 Model
Specification
3.6.1.1 Pearson's
Correlation Coefficient
3.6.1.2 Multiple Regression Analysis
CHAPTER FOUR: PRESENTION
AND ANAYSIS OF DATA
4.1 Presentation of Data: Analysis of
Questionnaire
4.2 Socio Economic Characteristics of
respondents in Umuahia, Abia State,
4.3 Cultural
and ethical dilemmas with marketing of healthcare products in the study area;
4.4 Ethical Norms on Healthcare Products
4.5 Factors That Influence Cultural Beliefs
and Ethical Norms on Marketing of Healthcare Products
4.6 Marketing
Sales Performance (Sales Volume)
CHAPTER FIVE: SUMMARY, CONCLUSION AND
POLICY RECOMMENDATIONS
a.
Summary
5.2 Conclusion
5.3
Recommendations
References
CHAPTER ONE
INTRODUCTION
1.1 Background of the
Study
Culture is one of the most important
constituents of man’s everyday life. Culture provides the main frame for
beliefs, habit, traditions, behavioural elements, different feeding ways, and
perceptions of human being regarding the surroundings (Tamer and Mohamed, 2015). People adopt cultural practices as a
part of their adaptive response to their environment. Thus, we may describe
culture as a collective programming of the mind that distinguishes the members
of one group or category of people from another (Li and Karakowsky2001). Man living in an interactive society is affected by what happens in
his environment and how he reacts to it. All people, no matter the race, have
their beliefs and practices concerning health and disease. Each society or
community has its peculiar way of doing things and these practices go a long
way in influencing the people’s perception, attitudes and behavior in the
management of diseases and health related problems that be fall them (WHO, 2007).
The first WHO Global Status Report on
non-communicable disease listed Nigeria and other developing countries as the
worst hit with deaths from non-communicable diseases (Bolaji, 2016). These
diseases with a rising burden in Nigeria include cardiovascular disease,
cancer, diabetes, chronic respiratory diseases, sickle cell disease, asthma,
coronary heart disease, obesity, stroke, hypertension, road traffic injuries
and mental disorders. The mentioned diseases are caused mostly due to ignorance
and health illiteracy of the population.
According to
Adefolaju (2014), Nigeria’s Federal Ministry of Health
policy is ‘based on the philosophy of social justice and equity’. This policy
is aimed at preventing, treating and managing illnesses as well as preserving
mental and physical well-being of the people through the services of health
personnel. The policy is in tandem with the traditional healing system in
Nigeria prior to the introduction of orthodox medical practice. Health care
delivery was the sole responsibility of traditional healers whose medical
knowledge and the understanding of their environment made the people to
patronize them for their medical needs.
The
traditional health care system has continued to thrive not only in the rural
areas where over 70 per cent of the population live but also in the urban
centers which have greater access to orthodox medical facilities. The stiff
opposition to traditional medical practice from official quarters has not
whittled down its level of patronage by the people simply because it was
developed in response to the dictates of their environment. Consequently it is
affordable, accessible and considered efficacious by the people. As at today,
Nigeria runs a dual system of health care delivery, the officially recognized
orthodox system and the barely tolerated traditional system. Yet it is now
obvious that the realization of the goal of the national policy on health to
harness all available resources for health care delivery hinges on a
collaborative, rather than a competitive systemby the two medical practices.
There
is still a lack of knowledge and a systematic opposition to scientific progress
with regard to the influence of culture on health care. Many individuals still
do not believe disease is caused by pathogenic microorganisms, but by the evil
eye, witchdoctor or a spirit from another world. When these people are ill,
instead of making use of professional health services, they prefer to go to quimbandeiros(witchdoctors)
orto curandeiros(herbal doctors), or join certain religious sects; often
not only to seek treatment but also to find out who caused the harm (Manuel, 2007).In
Nigeria it has been witnessed that a certain denomination among the Christian
folks tend to rely on faith than seek professional help when sick. This has
effects on the marketing of health product among those individuals. Some families still refuse to take their children for vaccination,
alleging that the vaccine released causes the very diseases they are supposed
to prevent (Cabila, 2005).
An
alarming problem, which has been exacerbated by cultural taboos and practices,
is that of Acquired Immune Deficiency Syndrome (AIDS). According to Mayenda
(2005),cultural taboos against discussing sexual practices constitute an
obstacle to preventing and combating HIV/AIDS. Another problem related to
traditional healing is the lack of research on the effects of the products used
in the treatment. Although people appear to be cured, nothing has been written
or reported on the short- or long-term harmful effects of the products used.
The quimbandeiros(witchdoctors) not only treat, but also try to
“diagnose” the etiological agent for the disease, by accusing a family member,
friend, or neighbor of causing the disease through witchcraft (Manuel, 2007).
From
the foregoing, it is clear that strong cultural beliefs and customs influence
people’s behaviour when seeking
assistance for illness and other problems and as well affects the marketing of
health care products.
1.2 Statement of the Problem
Today,
most professional literature is lacking the cultural model for understanding
attitudes, knowledge and beliefs of non-communicable diseases within
populations (Airhihenbuwa 2007, Dutta2007, Shaw et al. 2009). This causes a
major setback on combating health illiteracy. Often, culture is blamed on the
spread of diseases through unhygienic treatments which is true. Culture should
also be seen as an asset. When used positively, its intent is to seek to modify
behavior. In terms of health it educates people on health values and
aspirations. In recent years multiple
studies has proved that the cultural effects on health has been of significant
importance (Airhihenbuwa 2007a, Dutta 2007, Shaw et al. 2009). But it is more
important to identify how this cultural identity can impede on effective
marketing of healthcare services and products.
Despite
various health interventions and lots of healthcare products in the market
today, there is still high rate of death in Nigeria, for instance, Statistics
revealed that up to 20% of child deaths in sub-Saharan Africa still occur in
Nigeria. Also, the Multiple Indicator Cluster Survey (MICS4) report indicated
that under-five mortality in Nigeria increased from 138 per 1,000 live births
in 2007 to 158 per 1,000 live birthsin
2011 (National Bureau of Statistics (NBS), 2011; World Bank, 2013), which are mostly preventable, but due to cultural beliefs and lack
of awareness of such products the situation seems unchanging. Problem of
malnutrition has been witnessed in Nigeria. In Nigeria, about 14 million people
representing8.5% of the population are undernourished based on 2014 national
health component of national strategic plan of action for nutrition
(2014-2015). These problems arise due to lack of awareness of the benefits of
balanced dieting. Also problems of
negative perception affect the marketing of healthcare services. Therefore
healthcare awareness should be clearly communicated to avoid misconceptions.
Beside cultural beliefs marketers are
confronted with ethical dilemmas. Marketing of health care product is serious
affected by the high incidence of fake drugs. In Nigeria, for instance, National agency for the control of food and drug administration
control (NAFDAC) in 2007 seized 82 truckloads of fake, banned and expired drugs
and closed five fake drug warehouses in Onitsha drug market. According to WHO,
It has a 30% fake drugs in Nigeria. Through the past two decades in Nigeria,
the problem of fake drugs has been a very big issue. In addition, fake drugs
proved a major factor in contributing to high death rates. The problem of fake
drugs was so severe that neighboring countries such as Ghana and Sierra Leone
officially banned the sale of drugs made in Nigeria. The issue of fake drugs
did not just stop there, but it went to the extent that drugs were hawked even
in commercial buses. All these problems affected Nigeria as a whole (NAFDAC, 2003)
In order to handle the growing burden of
healthcare related challenges, and unethical practices health and ethical
interventions needs to be adapted to the ruling culture.
To
this end, this study tends to examine the effect of cultural beliefs and
ethical norms on marketing of healthcare products in Abia State
1.4 Objective of the Study
The
main objective of this study is to examine the effect of cultural beliefs and
ethical norms on marketing of healthcare products in Abia State. The specific
objectives are to:
1.
describe the socioeconomic
characteristics of the respondents in the study area;
2.
ascertain various cultural
beliefs and ethical dilemmas with marketing of healthcare products in the study
area;
3.
examine the effect of cultural
beliefs and ethical norms on marketing performance (Sales Volume) of healthcare
products in the study area;
4.
Determine the factors that
influence cultural beliefs and ethical norms on marketing of healthcare
products in the study area.
1.3 Research Questions
1.
What are the socioeconomic
characteristics of the respondents in the study area?
2.
What are the various beliefs
and ethical dilemmas with marketing of healthcare products in the study area?
3.
What is the effect of cultural
beliefs and ethical norms on marketing performance of healthcare products in
the study area?
4.
What are the factors that
influence cultural beliefs and ethical norms on marketing of healthcare
products in the study area?
1.5 Research Hypothesis
H01: Cultural beliefs and ethical norms have no significant effect on
marketing performance of healthcare products in the study area;
1.6 Significance
of the Study
This
study would be a useful and beneficial tool to the public as it will create
awareness of on cultural beliefs and ethical norms that promotes or demotes the
marketing of healthcare products
It
will also be of great benefit to the government as it would help them make
favorable policies to enhance the effectiveness of marketing of healthcare
products with regards to cultural beliefs and ethical norms.
The study will add to knowledge of existing
literatures on cultural beliefs/ethical norms and marketing and it will help researcher and scholars
with relevant materials for further research and knowledge on the subject
matter.
1.7
Scope
of the Study
This
study is concerned with the effect of cultural beliefs and ethical norms on
marketing of healthcare products. The
study will be primarily carried out in Abia state, Nigeria.
Click “DOWNLOAD NOW” below to get the complete Projects
FOR QUICK HELP CHAT WITH US NOW!
+(234) 0814 780 1594
Login To Comment