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Odiboh, Oscar and Omojola, Oladokun and Okorie, Nelson and Ekanem, Thelma (2017) SOBOTONE, PONKIRIYON, HERBAL MARKETING COMMUNICATION AND NIGERIA’S HEALTHCARE SYSTEM. In: 4th International Conference on Education, Social Sciences and Humanities , 10-12 July 2017, Dubai, UAE.

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This study examined the sudden rise in the marketing, communication and consumption of herbal products and the challenge of Nigeria’s healthcare system. Specifically, it focused on the transformed traditional herbal blends named Sobotone and Ponkiriyon. Whilst locating the rationale for, as well as the consequences of rising intake of the raw herbal products, the study brought to fore the gains and pains experienced by their consumers. With a brief examination of the application of marketing communication tools that accentuated their local awareness and patronage, the study showed how herbal products fared within the reality of Nigeria’s healthcare system. Two Scopus-indexed journals provided arguments for this study concerning the capacity of the country’s healthcare system to address the possible outcomes of increased consumption of Sobotone and Ponkiriyon. Hinged on Uses and Gratification theory, the study adopted a qualitative method of analysis using ten Focus Group Discussions, ten Indepth interviews and content analyzed the two indexed reports on Nigeria’s healthcare system. Results from Focus Group Discussions conducted amongst regular consumers of Sobotone and Ponkiriyon revealed, among other things, the participants’ addiction to the herbal concoctions. Also, the Indepth Interviews with sellers of unregulated herbal concoctions indicated marketing communication assisted profiting, attenuated by the hazard of trekking to sell. The deteriorating condition of the country’s healthcare system was affirmed by the selected learned publications. The work concluded that urgent action needs to be taken by relevant agencies to avoid herb-addiction disaster which the current healthcare system in Nigeria is not equipped enough to counter. Further researches into the growing herbal industry were also recommended.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Sobotone, Ponkiriyon, Herbal Marketing, Concocters, horecbars, Trado-medicine, Tradopharmacy,Advertising, Marketing Communication, healthcare,
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mrs Hannah Akinwumi
Date Deposited: 22 Jan 2018 12:53
Last Modified: 22 Jan 2018 12:53

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