مرکز منطقه ای اطلاع رساني علوم و فناوري - SHOULD ADVERTISING BE ALLOWED IN HEALTH? CONSUMER VIEWS

Abstract :

The health sector refers to an area of the protection of individual and public health; the health care enterprises which gives service to individuals diagnosis, treatment and care services during the illness. Within the health sector, there are a lot of health care enterprises which give health services and sell health products. These are known as public and private enterprises. To take a step further from the other enterprises or to increase their competitiveness these enterprises they have to activate certain ways of marketing. One of the various ways of marketing is advertisement. In this study; the aim was to examine the consumer attitudes towards freedom of advertising in the health care industry according to the demographic factor groups and examination of the advertising resources that are thought to be effective and find out the positive and negative thoughts about freedom of advertising in the health care industry. After the review of literature, to find out “the consumer attitudes towards freedom of advertising in the health care industry a questionnaire consisting of two sections was made and this questionnaire was applied to 468 consumers living in the second largest city in Turkey, Ankara. In the evaluation of the obtained data with the SPSS 19 program Pearson Correlation Coefficiency, One-Way Variance Analysis (Anova) and the T Tests were applied.