Abstract
M.Tech.
In South Africa the total market value for complementary health products in 2003 was R1,928,661,375. Homoeopathy constituted 4% of this total, thus the market value was R61 million for 2003. According to Discovery Health, South Africa’s largest healthcare medical scheme, in 2006 R12,59 million was spent on homoeopathic medication.
Although Complementary and Alternative Medicines are used mainly by the higher socio economic groups, research into the development and strengthening of the use of homoeopathy across all markets is needed for the further growth of the profession.
One of the most common and effective methods of obtaining market related data is through market research using the survey method. The South African Advertising Research Foundation (SAARF) explored a non-racial measurement to describe the South African market. The Living Standards Measure (LSM) that is used measures social class, or living standard, regardless of race, income or education. In South Africa, there are 10 SAARF Universal LSM® groups (SU-LSM® groups). LSM group 1 being the lower “income groups” and 10 being the highest.
The aim of this study was to investigate the current perceptions of South African Advertising Research Foundation Universal Standards Measure® Groups 7 and 8 towards Homoeopathy in South Africa by looking specifically at their awareness of Homoeopathy, usage of the medicines, expected treatment outcomes and cost expectations.
This study forms part of a 3 part study to establish the perceptions of the South African public towards homoeopathy using a survey in the form of a questionnaire. The sample group for this part of the study consisted of a total of 480 respondents completing interviews conducted across South Africa. Field workers employed by Research Surveys (Pty) Limited, a professional market research company, conducted the interviews under the supervision of the researcher.
ii
Participation in the study was voluntary and participants could withdraw at any time and for any reason. Respondents could remain anonymous, identifying data was only made available to the researcher to edit the surveys and complete the tests for honesty and reliability. The final results of the study were available to participants on request.
Data was analysed using computerised cross-tabulation routines. Results were cross-tabulated by age, language, monthly household income, personal monthly income, gender, race, area, life cycle, formal/informal dwelling (black sample) and by Living Standard Measures. Data for LSM Groups 7 and 8 were presented in the form of column graphs.
Analyses of the results showed that the consumers in LSM Groups 7 and 8 view homoeopathy as fairly effective for certain conditions, that they would rather see a medical practitioner and are likely not to see a Homoeopath in the future. These perceptions do not seem to be related to perceived cost of treatment. It is also clear from the results that consumers in LSM Groups 7 and 8 are in the most part uncertain about homoeopathy with regard to awareness, usage and Homoeopathy as a product/service in general.
The results of this research could be used to develop a consumer-based marketing strategy for homoeopathy specifically aimed at the upper income groups.