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