social marketing ppt

8/14/2019 Social Marketing Ppt

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AWARENESS OF SOCIAL MARKETING

ACTIVITIES AMONG COLLEGE STUDENTS IN

CUDDALORE DISTRICT (With respect to Environmental and Road Safety)

A.R.HAROON

P.PRAKASH (MBA II Year) School of Management Studies

Surya Group of InstitutionsVillupuram.


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INTRODUCTION


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SOCIAL MARKETING

Is a process that applies marketing principles and techniques tocreate, communicate, and deliver value in order to influencetarget audience behaviors that benefit society.

Benefits in areas of public health, safety, the environment.


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SOCIAL MARKETING FOUR PS:

Product - set of benefits associated with the desired behavior or service usage.

Place where the target people perform the desired behavior.

Promotion - communication mechanisms used to sharethe benefits of the product

Price - cost or sacrifice exchanged for the promised benefits


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OBJECTIVES


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To understand the reach and impact of Social marketingCampaigns among College Students.

To know the level of Awareness among the College Studenton activities with respect to Environmental Protection andRoad Safety.

To find out the awareness of the College students regardingthe Organizations campaigning for Social marketing


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REVIEW OF LITERATURE


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SOCIAL MARKETING AND ENVIRONMENT

Consumers are increasingly becoming conscious of environmentalconservation.

Social Marketing, Influencing Behaviors, Philip Kotlerand Nancy R. Lee

Understanding Public Attitudes to Road User Safety

Charles Mussel white, Erel Avineri, DarrenBhattachary, (Centre for Transport & Society,University of the West of England, Bristol )


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RESEARCH METHODOLOGY


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PROCEDURE

This study is Descriptive in natureThe target population was young peopleAged 18 to 25.Post Graduates andUndergraduate students of various Colleges in Cuddalore Districtwere main focus of this study.

SAMPLE PROFILESample consisted of 120 College Student75% were males and 25% were females

Non-probability and convenient samplingSimple percentage analysis used for the study


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DATA COLLECTION

Primary data & Secondary data were usedPrimary data collected using survey method through Questionnaire.

Secondary data collected from various published websites, journals, and books.

LIMITATIONS OF THE STUDYConfined to the students of Colleges in Cuddalore District only.This study is limited to Environment and Road safety.


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SCOPE OF THE STUDY

This study may be generalized for the other college-students in Southern India, particularly in Tamil Nadu.

Other areas in Social Marketing may be taken up forthe future research work.


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ANALYSIS AND INTERPRETATION


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Gender - ratio of the Respondents taken for theStudy

90

75

3025

0

10

20

30

40

50

60

70

80

90

100

No. of Respondent %

Male CollegeStudentsFemale CollegeStudents

Most of the College students - taken for the study are male.


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Level of Awareness on Practices with respect toEnvironmental-Protection among the College Students

95

5

51.748.3

57

43

61

39

0

10

20

30

40

50

60

70

80

90

100

Conscious No Conscious

Water Conservation

Energy Conservation

Pollution Control

Waste Management

College students are aware of water conservation well but areleast conscious about energy conservation


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Level of Awareness on Practices with respect to RoadSafety among the College Students

75

25

71.7

28.3

85

15

80

20

0

10

20

30

40

50

60

70

80

90

Conscious No Conscious

Seat-Belt

Speed-Limit

Wearing Helmet Avoid Mobile while driving

College students surveyed are conscious about Helmet-wearingand the campaign of avoid mobile while drive/ride has reached to

80% of the College students


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Frequency of practicing the activities with respect topreserving the Environment

51

30

19

38

18

45

25 23

53

18

33

49

0

10

20

30

40

50

60

Always Occasionally Never

Water Conservation

Energy Conservation

Pollution Control

Waste Management

Except Water conservation, college students never show interestin other areas of environment.


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Frequency of practicing the activities with respect toobserving the Road Safety

13

6

82

50

22

28

15

30

55

68

23

8

0

10

20

30

40

50

60

70

80

90

Always Occasionally Never

Seat-belt

Speed-Limit

Helmet-wearing

Avoiding mobile whileriding


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Relationship between Awareness and Frequency ofpracticing the activities with respect to Environment-protection

114

61

54

62

45

7368

30

44

73

22

30

0

20

40

60

80

100

120

Conscious Always Follow %

WaterConservationEnergy ConservationPollution Control

Waste Management


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Relationship between Awareness and Frequency ofPracticing activities with respect to Road Safety amongCollege Students

90

15 17

86

60

70

102

18 18

96

8285

0

20

40

60

80

100

120

Conscious Always Follow %

Seat-belt

Speed-Limit

Helmet-wearing

avoid mobile while riding


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Social Marketing campaigns, with respect toEnvironmental-protection, are benefiting the Society

65

25

10

56

30

14

32

43

25

36

27

38

0

10

20

30

40

50

60

70

Strongly Agree Neither Agree nor Disagree Strongly Disagree

WaterConservation

Energy Conservation

Pollution Control

Waste Management


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Sources of Information - pertaining to Social MarketingActivities (with respect to Environment-protection) -available to the College Students

65

25

10

56

30

14

32

43

25

36

27

38

0

10

20

30

40

50

60

70

Advertisements Events organised by NGOs Friends/ Relatives

Water Conservation

Energy Conservation

Pollution Control

Waste Management


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Sources of Information with respect to Road Safety -available to the College Students

20.8

32.5

46.7

26.7

23.3

50

38.3

3031.7

42.5

9.17

48.3

0

10

20

30

40

50

60

Advertisements Events organised by NGOs Friends/ Relatives

Seat-belt

Speed-Limit

Helmet-wearing

Avoid mobile whileriding


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Gender-based Opinion on Practicing Social MarketingActivities with respect to Environment-Protection

97

90

57

37

67

27

70

33

0

20

40

60

80

100

120

Male student Female student

Water Conservation

Energy Conservation

Pollution Control

Waste Management


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Gender-based Opinion on Practicing Social MarketingActivities with respect to Road Safety

79

6364

93

83

90

73

100

0

20

40

60

80

100

120

Male Female

Seat-belt

Speed-Limit

Helmet-wearing

Avoiding mobile while riding


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Awareness of the Respondents regarding theOrganisations campaigning for Energy Conservation

74

23

12

0 10 20 30 40 50 60 70 80

%

Non-Government Organisations(NGOs)

Indian Oil Corporation (IOC)

Don't Know


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Awareness of the Respondents regarding theOrganizations campaigning for Pollution Control

Tamil NaduPollution

ControlBoard

63%

Don't Know37%

Most of the College Students know Tamil Nadu Pollution ControlBoard as an Organisation preaching for Pollution Control.


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Organizations campaigning for Road Safety

68

54

79

54

0

10

20

30

40

50

60

70

80

90

Traffic Police Department

Organisations campaigning for Seat-Belt

Organisations campaigning Speed-Limit

Organisations campaigning forHelmet

Organisations campaigning forAvoiding Mobile whileDriving/Riding

Tamil Nadu Traffic Police Department is familiar among theCollege students as an organisation campaigning for Road Safety.


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FINDINGS


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Social Marketing Campaigns on Water and Energy conservationhave benefited the Society as a whole.

Advertisements & events organised by NGOs reach the youngsters

well

College students, the female College students in particular, are pursuing Safety measures in order to be safe on the road.

It is encouraging that 100% of the female College students - takenfor the study - prefer to avoid mobile phones while driving/riding.


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SUGGESTIONS


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Educate the youngsters to be more conscious aboutenergy usage by organizing more seminars atUniversity and College level.

Non-Government Organizations (NGOs) CAN DOmore on enlightening youngsters the importance ofpreserving the environment.

Aggressive advertisements highlighting theincentives to be reaped by way of Energyconservation may do wonders.


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More signboards depicting the images and instructions on RoadSafety to be formed alongside the road and at important junctions.

Simple and effective outdoor campaign from the Mumbai TrafficPolice


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CONCLUSION

Advertisements seem to have conveyed well the ideas,attitudes and behaviors of social marketing rather thanthe others sources.

It is to be noted that future campaigns should seek toincrease their impact among youngsters.

This study further reveals that the exposure of thecollege students to the Energy Conservationcampaigns has proved to be fruitful.


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Thank You ALL!!!

social marketing ppt

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