Розширена анотація українською мовою

Об’єктом дослідження є продукти охорони здоров’я, зокрема специфічні культурні дилеми та етичні проблеми, пов’язані з ними. Метою статті є оцінювання знань про здоров’я споживачів з урахуванням явища культурно-етичної дилеми та норм, що впливає на маркетинг здорових продуктів. Ті дилеми, що мають більший вплив мають «вищий ефект», а ті, що менший вплив, – «меншиий ефект». Аналіз літературних джерел вказує на існування помилкових уявлень та низькі показники збуту таких продуктів у культурному середовищі Нігерії. Незважаючи на те, що культурно-етичні дилеми є важливими у маркетингу продуктів, їм приділяють не достатньо уваги. Для узагальнення знань про здоров’я споживачів авторами змодельовано вимір колективізму Хофстеде. Вирішення наукових питань дозволить реструктуризвувати підходи до побудови комунікацій виробників медичних продуктів. Польове дослідження проводилося у вигляді опитування. Дані збиралися впродовж 4-5 місяців у 2020 році за допомогою структурованої анкети. Для аналізу результатів використаний середній рейтинговий аналз та кореляція Пірсона. Географія дослідження – штат Абіа в Нігерії. Результати дослідження показали, що негативне ставлення до імунізації, залежність від цілителів та підтримка прийнятного етичного робочого середовища є критично важливими проблемами, які впливають на обізнаність про різні аспекти здоров’я серед споживачів та на їх реакцію на товари, що пропонуються різними компаніями. Авторами емпірично підтверджено і теоретично доведено, що вимір колективізму Хофстеде належним чином відображає домінуючий культурний контекст у групі корінного населення штату Абіа в Нігерії. Результати проведеного дослідження мають практичну цінність, оскільки допомагають у майбутньому виявляти потреби в спілкуванні, програмах просвіти серед населення. Також автори описують практичні вимоги до стратегічних підходів у маркетингу здорових продуктів у громадах. Розуміння особливостей культурно-етичних дилер у конкретному суспільстві є необхідним для компаній, що працюють у сфері маркетингу та для фахівців, що займаються розробленням маркетингових програм та формуванням стратегій, що сприяють збуту здорових продуктів.

Ключові слова: колективізм, знання про здоров’я споживачів, культурна дилема, етичні норми, продукти охорони здоров’я, маркетинг.

Класифікація JEL: M30, I10, P41.

Цитувати як: Oteh, O. U., Oloveze, A. O., Obasi, R. O., & Opara, J. O. (2021). Consumer health knowledge: cultural norms and marketing of healthcare products. Health Economics and Management Review, 2(1), 8-22. https://doi.org/10.21272/hem.2021.1-01

Ця стаття публікуються за ліцензією Creative Commons Attribution International License

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