The Effects of Advertisement on Self-Medication: Case Study of Ejura-Sekyedumase Municipality

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Self-care, including self-treatment or medication, has been a feature of healthcare for many years (FIP 1996.) According to International Pharmaceutical Federation (FIP) nowadays, members of the public, better informed than in the past, are keen to take more personal responsibility for their own health status. Governments and health insurers encourage responsible self-care to improve the health of the nation and recognize that it may help to limit the rate of increase in third party funded expenditure on healthcare. A study by van den Boom et al. compiled in 2004 noted that access to these facilities remained a problem in Ghana: Medical facilities were not evenly distributed across the country, with most rural areas lacking basic facilities such as hospitals and clinics as well as doctors and nurses leading to people opting for the alternative such as self medication. The dependant is self medication whiles the independent variables includes advertisement, insurance, age, income, radio, television, female, educational status. The study examines the effects of advertisement on self medication in Ejura municipality. The study uses logistics regression in finding the effects of advertisement on self medication. Primary data is collected from Ejura municipality on what influences them to engage in self medication. The study found that advertisements have much impact on self medication at 5% error level. There is positive relationship between advertisements and self medication. Insurance does not have impact on self medication. The common sicknesses that people perceive that influence them to engage in self medication are malaria and general pains. It can be concluded that advertisement as a factor influencing self-medication has impact on the likelihood of people engaging in self-medication.
A Thesis submitted to the Department of Economics, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the degree of Master of Arts in Economics,.