EFFECT OF CULTURAL BELIEFS AND ETHICAL NORMS ON THE MARKETING OF HEALTHCARE PRODUCTS IN ABIA STATE

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.

Buyers has the right to create dispute within seven (7) days of purchase for 100% refund request when you experience issue with the file received. 

Dispute can only be created when you receive a corrupt file, a wrong file or irregularities in the table of contents and content of the file you received. 

ProjectShelve.com shall either provide the appropriate file within 48hrs or send refund excluding your bank transaction charges. Term and Conditions are applied.

Buyers are expected to confirm that the material you are paying for is available on our website ProjectShelve.com and you have selected the right material, you have also gone through the preliminary pages and it interests you before payment. DO NOT MAKE BANK PAYMENT IF YOUR TOPIC IS NOT ON THE WEBSITE.

In case of payment for a material not available on ProjectShelve.com, the management of ProjectShelve.com has the right to keep your money until you send a topic that is available on our website within 48 hours.

You cannot change topic after receiving material of the topic you ordered and paid for.