Income and literacy: Understanding the dilemmas and beliefs in marketability of orthodox healthcare products

The prevailing challenges of cultural and ethical dilemmas are posing challenges in the healthcare sector, such as in immunization. The purpose of our study is to understand the dilemmas and beliefs in the marketability of orthodox healthcare products after controlling the effects of income and literacy level. This is justified following the rising impact of brain drain that is stressing the already shackled Nigerian healthcare sector. Our study evaluates the effects of dilemmas and beliefs on the marketability of orthodox healthcare products after controlling for income and literacy level. A cross-sectional survey of 132 adult consumers was used. Descriptive statistics, factor analysis, OLS, hierarchical, and logistic regression were used to evaluate the questions. Our results reveal a significant effect of ethical beliefs after controlling for income and literacy level while also confirming the probabilities of predictor factors being in the female gender group, thereby presenting a significant contribution to healthcare management and marketing theory by clarifying the contextual factors that situate gender for required healthcare interventions. Policy implications include targeting the media sector as mechanisms to improve health literacy and close the gap on the factors mitigating the marketability of orthodox healthcare products