Social Class and Choice of Fast-Moving Consumer Healthcare Products Among Women in Southeast Nigeria

This research work investigated social class and the choice of fast-moving consumer healthcare products (FMCHP) to find the relationship between income and occupation and the choice of healthcare products among women in Southeast Nigeria. The study adopted the descriptive correlational research design, specifically the survey method. The population size of the study was 1,671,795, which is the population of women in Southeast, according to the National Population Commission. A sample of 246 was drawn using Cochran’s formula for sample size determination. The research instrument reliability test was conducted using Cronbach’s alpha, and a coefficient of .856 was achieved. While Descriptive Statistics Simple Percentage was used to analyse the data on the respondent’s profile in section A, Inferential Statistics Simple Regression Analysis was used to test the hypotheses. The study shows that women’s choice of healthcare products is influenced by their income and occupation. This indicates that a woman’s social class impacts her choice of healthcare products. Hence, the study recommends that manufacturers of FMCHPs should look more at factors like the price of the products and the brand ambassador or model they use to advertise their products as more important factors that influence women’s buying decisions. Secondly, consumers should try to choose products that are of higher quality regardless of their income, occupation, or educational qualifications.