Marketing Promotion Strategies of Natural Health Products and Health Outcomes of Public Transport Passengers in Cameroon

Neba Noela Buwah
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Abstract

Aims: The aim of this study was to examine marketing promotion strategies of natural health products and associate to health outcomes of public transport passengers in Cameroon. Study Design: This study adopted a cross sectional research design. Place and Duration of Study: The data was collected using an online survey and the duration for data collection lasted for three months (December 2023 to February, 2024). Methodology: The primary source of data was used for this study through the distribution of 385 copies of questionnaire to respondents sampled through purposive and snow ball sampling techniques. Inferential statistics were used for analysis and tables used for descriptive statistics. Results: The result of the study reveals that 92.5% of health outcome can be predicted from personal selling, sales promotion and consumer knowledge. Specifically, personal selling has a 13.5% significant effects on the health outcome of public transport passengers. Consumer knowledge has a 88.9% significant positive effect on the health outcome of public transport passengers; meanwhile sales promotion insignificantly affects the health outcome of transport passengers negatively (-8%). Conclusion: Natural health products are an integral part of most people living in Cameroon, given the developing state of the economy and the traditional orientation adopted by most communities. However, marketing practices associated to such products should be controlled and reviewed so as not to render them detrimental to the same citizens they are out to contribute positively to their health. The major recommendation thus is to advocate for the creation of a professional body for promoters of natural health products and this body should be highly monitored by the Ministry of Health.
喀麦隆天然保健品的营销推广策略与公共交通乘客的健康结果
研究目的:本研究旨在探讨喀麦隆天然健康产品的营销推广策略以及与公共交通乘客健康状况的关联:本研究采用横断面研究设计:数据收集采用在线调查的方式,数据收集时间为三个月(2023年12月至2024年2月):本研究使用了原始数据来源,通过目的性抽样和雪球抽样技术向受访者发放了 385 份调查问卷。分析使用了推断统计法,描述性统计使用了表格:研究结果表明,92.5% 的健康结果可以通过个人销售、促销和消费者知识来预测。具体而言,个人销售对公共交通乘客的健康结果有 13.5%的显著影响。消费者知识对公共交通乘客的健康结果有 88.9% 的显著正面影响;而促销对交通乘客的健康结果的负面影响微不足道(-8%):鉴于喀麦隆经济的发展状况和大多数社区的传统导向,天然保健产品是大多数喀麦隆人生活中不可或缺的一部分。然而,与此类产品相关的营销行为应受到控制和审查,以免对那些希望对其健康做出积极贡献的公民造成损害。因此,主要建议是倡导成立一个天然保健产品推广者专业机构,该机构应受到卫生部的高度监督。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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