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

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.