This study examined the factors affecting the level of patronage of traditional herb sellers (THSs) in Osun State. The sample of 120 randomly selected registered THSs (those who had full stock of herbal materials/animal parts in their stores) out of a population of 800 in the three senatorial zones of the State. Two hundred and forty members of the public (clients) were also randomly selected from the same senatorial zones in which one hundred and sixty people indicated that they were regular users of herbal medicines. Data generated were analysed using descriptive and inferential statistics. Among others, key findings showed that resources of THSs (the capital base, size of shop, volume of herbal commodities or wares) were the most important factors that determined the level of client’s patronage. Majority of the clients that had patronized the THSs rated them highly (76.2%) and was very satisfied with their services and the herbal medicines used which could be due to the effectiveness of their medicines, availability of variety of needed herbal commodities or wares at any time (91.7%); efficiency in their work (90%); presence of matured assistants/apprentices to attend to clients (92.5%) and so forth. The study concluded that the resources of THSs had influence on client’s patronage due to the availability of varieties of needed herbal wares, clear efficiency in their work, presence of capable assistants/apprentices, and improved hygiene.
Keywords: Client patronage, Herbal medicine, Resources, Socio-economic class, Traditional herb sellers.