社会营销在促进尼日利亚东南部伊莫州农村地区获取和使用驱虫蚊帐预防疟疾方面的前景

IF 2.3 Q3 BUSINESS Social Marketing Quarterly Pub Date : 2024-08-14 DOI:10.1177/15245004241273091
Uchechukwu M. Chukwuocha, Uchenna Okereke, Ayoola O. Bosede, Joshua C. Ogboeze
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引用次数: 0

摘要

背景事实证明,正确使用驱虫蚊帐(ITNs)对预防疟疾和降低疟疾发病率非常有效。事实证明,让人们购买和使用驱虫蚊帐非常困难,尤其是在疟疾流行的撒哈拉以南非洲低收入地区。因此,本研究工作评估了社会营销策略在鼓励人们购买和使用驱虫蚊帐方面的应用效果。文章重点 营销组合概念通常被称为社会营销的 4P,即价格、地点、产品和促销,本研究对这一概念进行了测试,以确定受访者将如何应对其中任何一个方面的变化。本研究旨在评估人们对驱虫蚊帐价格、产品质量、产品地点和目标广告的有利变化的反应。研究问题本研究旨在回答的研究问题是:引入社会营销的传统营销组合是否有助于推动尼日利亚伊莫州农村社区的人们获得和使用驱虫蚊帐?这些研究人员可能无力购买大量的健康产品(如驱虫蚊帐)来进行研究,因此可以采用本研究中采用的方法。本研究描述了中低收入国家的研究人员如何在不出售驱虫蚊帐的情况下对驱虫蚊帐等有形产品进行社会营销研究。对人们购买和使用驱虫蚊帐的意向进行了评估。本研究是一项描述性横断面研究,采用了多阶段抽样技术来招募研究参与者。结果发现,55.1% 的人拥有驱虫蚊帐,在拥有驱虫蚊帐的人中,使用率高达 80.6%。利用社会营销原则来评估受访者拥有和使用驱虫蚊帐的意愿,如果获取驱虫蚊帐的成本变得可负担得起、驱虫蚊帐变得容易获得、提供实用的使用指导以及提高质量,受访者拥有和使用驱虫蚊帐的意愿将分别增加 27.2%、38.1%、31.3% 和 35.9%。这项研究还表明,大力推行社会营销技术可以促进驱虫蚊帐的销售,并提高人们对驱虫蚊帐的使用率。因此,建议必须使用社会营销策略向人们销售健康创新产品和产品,因为事实证明这不仅能鼓励人们采用/购买,还能鼓励人们使用。
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Prospect of Social Marketing in Enhancing the Acquisition and Utilization of Insecticide Treated Nets (ITNs) for the Prevention of Malaria in a Rural Area of Imo State, South-Eastern Nigeria
BackgroundProper utilization of Insecticide Treated Nets (ITNs) has been shown to be very effective in preventing malaria and in reducing the incidence of the disease. Getting people to buy and utilize ITNs has proven very difficult especially in low-income settings of sub-Saharan Africa where the disease is endemic. This research work, therefore assesses the effectiveness of the application of social marketing strategies in encouraging the acquisition and utilization of ITNs.Focus of the ArticleThe marketing mix concept which is usually referred to as the 4Ps of social marketing-price, place, product and promotion-were put to test to identify how the respondents will respond to variation in any of them. The research aims to assess the people’s response to a favorable change in the price of ITNs, product quality, product location and target advertisement.Research QuestionThe research questions that this study aimed to answer is; will the introduction of the traditional marketing mix of social marketing help drive the acquisition and utilization of ITNs by the people in rural communities of Imo State, Nigeria?Program Design/ApproachThe research report contained in this manuscript is targeted at health products (tangible and intangible) marketing researchers in resource-limited settings. These researchers who may not be able to afford the acquisition of large quantity health products like the ITNs to conduct their study can adopt the method employed in this study. Here the “prospect” of using social marketing strategies like the traditional marketing mix, to determine a possible increase in the acquisition and utilization of ITNs by the people.Importance to the Social Marketing FieldThis study describes how researchers in low-and-middle income countries could conduct a social marketing research on tangible products such as the ITN without really selling ITNs. The people’s intent to buy and use ITNs were assessed. More than 10 previous studies from as far back as 1999 were assessed, none of them employed the current methodology.MethodologyThis study was a descriptive cross-sectional study where a multi-stage sampling technique was employed to recruit the study participants.ResultsIt was found that 55.1% had ITNs, good utilization rate of 80.6% was recorded among those who possessed ITNs. Using the social marketing principle to assess respondents’ intent to own and use ITNs, an increase of 27.2%, 38.1%, 31.3%, and 35.9% will be achieved if the cost of acquiring ITNs becomes affordable, when ITNs become accessible, when practical guidance on use was provided, and when quality was improved. The study also revealed that, the vigorous pursue of social marketing techniques can enhance the sales of ITNs and its usage among the people.Recommendation for Research or PracticeThis study has justified the usefulness of social marketing in engendering positive behavioural change where people can be motivated to adopt a health innovation. It is therefore recommended that health innovations and products must be sold to the people using social marketing strategies as this has been proven not only to encourage adoption/acquisition, but also utilization.
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CiteScore
4.30
自引率
16.70%
发文量
21
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