An exploratory study on the knowledge, attitudes, beliefs and perceptions of Filipino consumers in Metro Manila on polio and dengue health advocacies using the health belief model

• Main Author: Pineda, Kristine Garcia
• Format: text
• Language: English
• Published: Animo Repository 2002
• Subjects: Consumers > Attitudes; Health; Advocacy advertising
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/3024
• Institution: De La Salle University

This study assesses the knowledge, awareness, perception and behavior towards health related issues, specifically poliomyelitis or Polio and dengue fever, in a sample of Filipino consumers in Metro Manila using the Health Belief Model. Using a theoretical framework, the Health Belief Model, the study assessed relationship of the following variables against the likelihood of undertaking health-protective behaviors on Polio and Dengue: perceived susceptibility, perceived severity, perceived benefits and potential barriers, knowledge, income level, educational attainment, media exposure and gender. The study utilized descriptive and inferential methods to assess the knowledge, attitudes, belief and perceptions of parents in Metro Manila on Polio and Dengue through the use of a survey. The study focused in Metro Manila using a probability sampling with a two-stage stratified random sampling. In the first stage of selection, three key cities in Metro Manila were selected from a total of 17 cities, based on geographical location: northern, southern and centrally located cities. Out of the three cities, a total of 680 respondents were surveyed. Gathered data using the questionnaire were tabulated and were treated using mode, percentage and spearman's coefficient of correlation. Using t-test, assumptions raised in the statement of hypotheses were tested and correlated. Based on the survey conducted and inferential analyses made, the variables in the Health Belief Model may be used as basis for developing messages for health advocacy in some diseases. However, some illnesses like Dengue, must be analyzed using the theories such as the Stages of Change Model or the Social Learning Theory. Researchers may also use an interplay or a combination of theories aside from the Health Belief Model because this study has shown that the HBM variables alone are not correlated with the likelihood of action. Recommendations of the study include: further research using other health behavior models applicable for a specific disease utilize an optimum blend of the 4P's in marketing in order to reduce the target audience's perceived barriers to accepting the product (health advocacy), while simultaneously making the product as appealing as possible to enhance perceived benefits of undertaking that pharmaceutical companies should adopt health advocacy as an alternative marketing strategy. Health advocacy may be used as a form of social marketing or public relations. An effective integrated marketing communications must be developed independently by health advocacy-adopting companies/organizations or in collaboration with an active health organization, community leaders, media, educational institutions, government agencies and policy-makers. A suggested course elective for students of MS Marketing with specialization in pharmaceutical marketing, Health communication and advocacy, give interested marketing professionals in the pharmaceutical industry some tools to develop effective health messages to consumers.