Assessment of Consumers’ Awareness and Exposure Levels to NAFDAC Media Campaign in South East Nigeria

Abstract

The National Agency for Food and Drug Administration and Control (NAFDAC) is a Nigerian Agency charged with the responsibility of quality control in the production and consumption of food and medication drugs. NAFDAC has initiated and is carrying out media campaign against counterfeit (fake) and substandard medication drugs and food. NAFDAC media campaign is targeted at correcting consumers’ attitudes and behaviours towards the purchase and consumption of these products. In spite of this long standing campaign, the existence of fake and substandard products is still high in the market with their inherent dangers. Apparently, their purchase and consumption are still high among consumers in the country. This study is to assess the consumers’ awareness and exposure levels to NAFDAC media campaign as the probable causes of the continued persistence of this ugly situation. The study was designed as a survey and interview schedule served as the measuring instrument. For the data analysis, Statistical Packages for Social Sciences (SPSS) was used. The study showed that consumers were quite aware and exposed to the different NAFDAC media campaign messages mainly through radio and television. Based on the findings, the researcher recommends that the Agency intensifies its campaign messages and surveillance to detect and close illegal drug markets in Nigeria and ensure that only the genuine drugs are sold at a cheaper rate to really prevent consumers from patronizing fakers consciously or unconsciously. Commensurate penal sanctions should also be meted on offenders as stipulated in the drug law to serve as a deterrent to others. Also, unlicensed drug vendors, should be licensed, trained and monitored to really force them to adhere to basic pharmacy code of conduct. Keywords: Media Campaign, Awareness, Assessment, Consumers DOI: 10.7176/RHSS/10-4-04 Publication date: February 29 th 2020