The Effect Of Social Marketing Strategy In Shaping The Buying Behavior Of Addis Ababa University Students: In The Case Of Addis Ababa University School Of Commerce
| dc.contributor.advisor | Mesfin, Tewodros (PhD) | |
| dc.contributor.author | Yicheneku, Lefkir | |
| dc.date.accessioned | 2019-04-03T05:57:57Z | |
| dc.date.accessioned | 2023-11-04T14:07:44Z | |
| dc.date.available | 2019-04-03T05:57:57Z | |
| dc.date.available | 2023-11-04T14:07:44Z | |
| dc.date.issued | 2018-05-24 | |
| dc.description.abstract | Evidently and at an alarming rate, we are seeing young people engaging in sexual activities at an early age. As a result, they are being exposed to different STD’s, unwanted pregnancy, drop outs and discriminated by their parents, peers and society. In order to tackle the problem, it requires a major behavioral change in society especially among the young generation. Thus, social marketing is one of the preferred interventions that is used to reach and mitigate this challenge and benefit society as a whole. Therefore, study was initiated to examine the effect of social marketing strategy in shaping the buying behavior of Addis Ababa university students in Addis Ababa. The study was conducted on 256 regular students that are 1st, 2nd and 3rd year at AAUSC. Descriptive and explanatory study was designed to investigate the relationship between the dependent (Buying behavior) and independent variables (product, place, promotion and price). SPSS 20.0 software package was used to analyze the data obtained. The analysis shows that place the most positive effect on shaping the buying behavior of the students compared to the other independent variables. Following promotion, product and price found to have the same positive significant effect on buying behavior. The result based on the Beta value place has the most significant effect on buying behavior followed by promotion and product while price is the insignificant on from the independent variables. In conclusion, social marketing strategies (Promotion, product, place and price) are effective on the university students on the uptake and use of contraceptive. Which in turn will likely decrease the exposure of STD’s and unwanted pregnancy among Addis Ababa university students at school of commerce. Lastly, promoting contraceptives to university students for prevention of STD’s and unwanted pregnancy could be a temporary solution but not a permanent one. Concerning bodies should play a major role in working on social marketing interventions on higher education institutions on other preventive methods such as abstinence programs. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/17452 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Social Marketing | en_US |
| dc.subject | contraceptives | en_US |
| dc.subject | Social marketing strategies | en_US |
| dc.title | The Effect Of Social Marketing Strategy In Shaping The Buying Behavior Of Addis Ababa University Students: In The Case Of Addis Ababa University School Of Commerce | en_US |
| dc.type | Thesis | en_US |