Lesson Notes By Weeks and Term v3 - Senior Secondary 2
Factors Influencing Choice of Consumer Products and Services
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Factors Influencing Choice of Consumer Products and Services
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Subject: Health Education
Class: Senior Secondary 2
Term: 1st Term
Week: 8
Theme: Consumer Health Education
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Discuss factor in fluencing consumers in the choice of health products and services.
Consumer Health Education Factors Influencing Choice of Consumer Products and Services Term: 1st Term Week: 22 ---
1. Overview and Learning Objectives This topic introduces students to the complex dynamics that influence consumer choices regarding health products and services. Understanding these factors is crucial for individuals to make informed, safe, and effective health decisions, thereby promoting personal and community well-being. In the Nigerian context, where there is a proliferation of diverse health products (from traditional remedies to pharmaceutical drugs) and services (ranging from formal healthcare facilities to informal practitioners), and varying levels of education and economic power, the ability to critically assess influences on choice is a vital life skill. This lesson will equip students to navigate the health marketplace more wisely, identifying genuine products and reputable services while being wary of misleading information and potentially harmful options.
Performance Objectives: By the end of this lesson, students will be able to: Identify and explain various factors that influence consumers when choosing health products and services. Analyze how personal, social, economic, and information-related factors impact their own and others' health choices. Discuss the implications of these influencing factors on individual and community health in Nigeria.
2. Key Concepts and Explanations 2.
1. Definitions: Consumer: An individual who uses or purchases goods and services for personal use. In the context of health, a consumer is someone who buys health products (e.g., medications, supplements, hygiene products) or utilizes health services (e.g., hospital visits, doctor consultations, laboratory tests).
Health Products: Tangible items designed to prevent, treat, cure, or alleviate illness, injury, or disability, or to promote general health and well-being. Examples include drugs, vaccines, medical devices, dietary supplements, exercise equipment, and personal care products like toothpaste.
Health Services: Intangible activities or benefits provided by healthcare professionals or institutions to maintain, restore, or improve health. Examples include medical consultations, diagnostic tests, surgeries, therapy sessions, immunization programs, and counseling.
Consumer Choice: The decision-making process by which individuals select from available options of products or services based on their needs, preferences, and various influencing factors. 2.
2. Factors Influencing Choice of Consumer Products and Services: Several interconnected factors influence a consumer's decision-making process when selecting health products and services. These can be broadly categorized as follows: a)
Personal Factors: These relate to the individual consumer's characteristics, beliefs, and circumstances.
Income/Affordability: The amount of money a consumer has directly impacts their ability to purchase expensive health products or access private, high-cost health services. For example, a low-income family in Nigeria might opt for a public primary healthcare center over a private hospital due to cost, or choose cheaper, potentially less effective, over-the-counter drugs instead of prescribed, more expensive ones.
Education/Knowledge: A consumer's level of education and understanding of health issues, product labels, and medical advice significantly influences their choices. An educated individual is more likely to critically evaluate claims, read drug inserts, seek professional medical opinions, and understand the importance of NAFDAC approval, unlike someone with limited education who might be swayed by unverified claims or traditional beliefs.
Personal Beliefs and Values: Individual convictions about health, illness, and treatment methods play a crucial role. For instance, some Nigerians strongly believe in the efficacy of traditional herbal remedies (agbo), while others prefer Western medicine. Religious beliefs can also influence choices, such as refusal of blood transfusions or certain medical procedures.
Health Status/Needs: The specific health condition or need of the individual is a primary driver. A person with a chronic illness will choose products/services relevant to their condition (e.g., diabetes medication, physiotherapy), while someone seeking preventative care might choose supplements or exercise programs.
Age and Gender: Specific health needs often vary with age (e.g., prenatal care for pregnant women, pediatric services for children, geriatric care for the elderly) and gender (e.g., prostate cancer screening for men, mammograms for women).
Lifestyle: Active individuals might invest in sports supplements or gym memberships, while those with sedentary lifestyles might focus on preventative measures for non-communicable diseases. b)
Social and Cultural Factors: These encompass the influence of a consumer's social environment, community norms, and cultural background.
Family Influence: Family members, especially elders or parents, often influence advertising. A positive or negative experience shared by another consumer can significantly influence choice.
Online Reviews/Social Media: Increasingly, consumers in Nigeria refer to online reviews and discussions on social media platforms before making health-related purchases, though the authenticity of such reviews can vary. e)
Provider-Specific Factors (for Services): These relate directly to the characteristics of the healthcare provider.
Reputation: The standing and public perception of a hospital, clinic, or individual doctor heavily influence choice. A facility known for good outcomes and patient care will attract more clients.
Customer Service/Patient Experience: The way patients are treated (courtesy, waiting times, responsiveness) significantly impacts their satisfaction and likelihood of returning or recommending the service.
Specialization: Consumers with specific health issues (e.g., heart problems, fertility issues) will seek out specialists in those fields.
Technology and Facilities: The availability of modern equipment, clean facilities, and advanced technology can attract consumers, particularly in more affluent areas. Nigerian Context
Examples: A student might choose a particular brand of sanitary pad because their friends use it (peer influence) or because it's advertised by a popular Nollywood actress (advertising/endorsement). A rural farmer suffering from malaria might first visit a traditional healer or buy agbo because it is culturally accepted, cheaper, and more accessible than a distant clinic (cultural beliefs, affordability, accessibility). A parent seeking immunization for their child will likely consider the reputation of the healthcare facility and the cost of the vaccine, if not covered by a program (reputation, price). The NAFDAC (National Agency for Food and Drug Administration and Control) approval seal on a product label provides crucial information that an educated consumer will look for to ensure safety and quality.
3. Teaching and Learning Activities Phase 1: Introduction and Engagement (10 minutes)
Teacher Activity: Begins by asking students to think about the last time they or someone they know chose a health product (e.g., painkiller, soap, supplement) or service (e.g., visited a doctor, went for a check-up).
Asks: "What made you or them choose that particular product/service over others?" Records a few responses on the board.
Student Activity: Students reflect individually, then share their responses with a partner or the class.
Examples might include: "It was recommended," "It was the cheapest," "The doctor prescribed it," "I saw it advertised." Phase 2: Concept Explanation and Discussion (25 minutes)
Teacher Activity: Introduces the topic: "Factors Influencing Choice of Consumer Products and Services." Defines key terms: Consumer, Health Products, Health Services, Consumer Choice, using relatable Nigerian examples. Presents the main categories of factors (Personal, Social/Cultural, Economic, Information/Marketing, Provider-Specific) using a chart or whiteboard. Explains each factor in detail, providing clear examples relevant to Nigerian daily life (as outlined in Key Concepts and Explanations section 2.2). Encourages students to contribute their own examples. Facilitates a class discussion on how these factors often overlap and interact. For instance, "How does a family's income affect their cultural preference for traditional medicine?" Student Activity: Takes notes as the teacher explains key concepts and factors. Actively participates in discussions, sharing personal experiences or observations relevant to each factor. Asks clarifying questions to deepen understanding.
Phase 3: Group Activity and Case Study (20 minutes)
Teacher Activity: Divides the class into small groups (4-5 students). Provides each group with a scenario/case study relevant to health product/service choice in Nigeria.
Scenario Example 1: "A pregnant woman in a rural community needs to decide where to give birth. She can choose between a traditional birth attendant (TBA) in her village, a private clinic 20km away, or a government primary healthcare center (PHC) 10km away. Discuss the various factors that might influence her final decision." Scenario Example 2: "A secondary school student wants to buy a skin-lightening cream. She sees various brands advertised on social media, some endorsed by celebrities, while others are sold cheaply in local markets without clear labels. Her friends also use some of these products. Discuss the factors influencing her choice and the potential risks." * Instructs groups to identify and discuss at least 4-5 different factors influencing the choices in 20km away, or a government primary healthcare center (PHC) 10km away. Discuss the various factors that might influence her final decision." Scenario Example 2: "A secondary school student wants to buy a skin-lightening cream. She sees various brands advertised on social media, some endorsed by celebrities, while others are sold cheaply in local markets without clear labels. Her friends also use some of these products. Discuss the factors influencing her choice and the potential risks." Instructs groups to identify and discuss at least 4-5 different factors influencing the choices in their given scenario. Monitors group discussions, providing guidance and clarifying misconceptions.
Student Activity: Works collaboratively in groups to analyze the given scenario. Identifies and discusses the various influencing factors. Appoints a group reporter to summarize their findings.
Phase 4: Group Presentation and Wrap-up (15 minutes)
Teacher Activity: Asks each group to briefly present their identified factors and discussion points. Provides feedback and reinforces correct understanding. Summarizes the key takeaways of the lesson, emphasizing the importance of informed decision-making in health. Connects the discussion back to the performance objectives.
Student Activity: Group reporters present their findings. Students listen to other group presentations and contribute to the overall class understanding. Participates in the final summary.
4. Guided Practice (With Solutions)
Question 1: Mrs. Ade, a low-income petty trader in Lagos, experiences persistent headaches. She has been advised by her neighbor to buy a particular brand of painkiller from a street hawker because it is cheaper than the one sold at the pharmacy. Identify two economic factors influencing Mrs. Ade's potential choice and explain how they might affect her decision.
Solution: Factor 1: Price/Affordability. Mrs. Ade's low income means she prioritizes cheaper options. The painkiller from the street hawker is likely priced lower than pharmacy alternatives, making it more affordable for her limited budget.
Factor 2: Accessibility/Convenience. Street hawkers are often ubiquitous and easily accessible, especially in busy market areas where Mrs. Ade trades. The convenience of buying from a hawker, rather than trekking to a potentially distant pharmacy, plays a role in her decision, even if the product's authenticity is questionable.
Commentary: This scenario highlights how economic constraints and convenience often override considerations of product authenticity and safety, which is a common challenge in Nigerian consumer health.
Question 2: Chike, an SS2 student, recently started using a specific brand of toothpaste after seeing his favourite Nollywood actor endorse it in a captivating television commercial. Discuss one information/marketing factor and one social factor influencing Chike's choice.
Solution: Information/Marketing Factor: Advertising/Endorsement. The television commercial featuring a popular Nollywood actor directly influenced Chike. Celebrity endorsements create a sense of trust and desirability, making consumers believe that if their idol uses it, it must be good or fashionable.
Social Factor: Peer Influence (Implied). While not explicitly stated that his friends use it, the "captivating" nature of the ad often aims to create a trend or desirability that can lead to peer adoption. If Chike's peers also start using or notice him using the same product, it reinforces his choice due to social conformity. Alternatively, the general popularity of the actor or the product could be seen as a broader social trend.
Commentary: This illustrates how powerful media and social trends can be, particularly among younger demographics, in shaping choices for seemingly simple health products.
Question 3: A community in rural Kaduna State relies heavily on traditional herbalists for treating ailments like malaria and fever, despite the presence of a government-run primary healthcare center (PHC) nearby. Identify two factors influencing this community's preference for traditional herbalists.
Solution: Factor 1: Cultural Beliefs and Practices. The community has a long-standing tradition and belief in the efficacy and spiritual connection of traditional herbal medicine. They may perceive ailments differently from Western medicine and trust methods passed down through generations.
Factor 2: Personal Beliefs/Values (or Trust). There might be a lack of trust in Western medicine or the services provided by the PHC, possibly due to past negative experiences, communication barriers with healthcare staff, or a preference for culturally