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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 Institutions Villupuram.
INTRODUCTION
SOCIAL MARKETING
Is a process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviors that benefit society.
Benefits in areas of public health, safety, the environment.
SOCIAL MARKETING “FOUR P’S”: 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 share
the benefits of the product Price - cost or sacrifice exchanged for the promised
benefits
OBJECTIVES
To understand the reach and impact of Social marketing
Campaigns among College Students.
To know the level of Awareness among the College Student
on activities with respect to Environmental Protection and Road Safety.
To find out the awareness of the College students regarding
the Organizations campaigning for Social marketing
REVIEW OF LITERATURE
SOCIAL MARKETING AND ENVIRONMENT
Consumers are increasingly becoming conscious of environmental conservation. Social
Marketing, Influencing Behaviors, Philip Kotler and Nancy R. Lee
“Understanding Public Attitudes to Road Safety” Charles
Mussel white, Erel Avineri, Darren Bhattachary, (Centre for Transport & Society, University of the West of England, Bristol)
RESEARCH METHODOLOGY
PROCEDURE
This study is Descriptive in nature The target population was young people Aged 18 to 25. Post Graduates and Undergraduate students of various Colleges in Cuddalore District were main focus of this study.
SAMPLE PROFILE Sample consisted of 120 College Student 75% were males and 25% were females Non-probability and convenient sampling Simple percentage analysis used for the study
DATA COLLECTION
Primary data & Secondary data were used
Primary data collected using survey method through Questionnaire.
Secondary data collected from various published websites, journals, and books.
LIMITATIONS OF THE STUDY
Confined to the students of Colleges in Cuddalore District only. This study is limited to Environment and Road safety.
SCOPE OF THE STUDY
This
study may be generalized for the other collegestudents in Southern India, particularly in Tamil Nadu.
Other
areas in Social Marketing may be taken up for the future research work.
ANALYSIS AND INTERPRETATION
Gender - ratio of the Respondents taken for the Study 100 90
90
80
75
70
Male College Students Female College Students
60 50 40 30
30 25
20 10 0
No. of Respondent
%
Most of the College students - taken for the study are male.
Level of Awareness on Practices with respect Environmental-Protection among the College Students 100
95
to
Water Conservation
90
Energy Conservation 80
Pollution Control
70
Waste Management
61 57
60 51.7
48.3
50
43 39
40 30 20 10
5
0
Conscious
No Conscious
College students are aware of water conservation well but are least conscious about energy conservation
Level of Awareness on Practices with respect to Road Safety among the College Students 90 80
85 80 75
71.7
70 60
Seat-Belt
50
Speed-Limit 40
Wearing Helmet
30
25
Avoid Mobile while driving
28.3 20
20
15
10 0
Conscious
No Conscious
College students surveyed are conscious about Helmet-wearing and the campaign of ‘avoid mobile while drive/ride’ has reached to 80% of the College students
Frequency of practicing the activities with respect to preserving the Environment 60 53
51
49
50 45 40
38 33
Water Conservation
30
30
Energy Conservation
25 18
20
Pollution Control
23 18
19
Waste Management
10
0
Always
Occasionally
Never
Except Water conservation, college students never show interest in other areas of environment.
Frequency of practicing the activities with respect to observing the Road Safety 90 82 80
68
70
Seat-belt
60
55
Speed-Limit
50
50
Helmet-wearing 40
Avoiding mobile while riding
30
30 22 20 13
28 23
15
10
8
6
0
Always
Occasionally
Never
Relationship between Awareness and Frequency of practicing the activities with respect to Environmentprotection 120
Water Conservation Energy Conservation Pollution Control
114
100
Waste Management 80 73
73
68 62
61
60
54 45
44
40 30
30 22
20
0
Conscious
Always Follow
%
Relationship between Awareness and Frequency of Practicing activities with respect to Road Safety among College Students 120
Seat-belt
102 100
96 90 86
85
82
Speed-Limit
80 70
Helmet-wearing
60
60
avoid mobile while riding 40
20
15
18
18
17
0
Conscious
Always Follow
%
Social Marketing campaigns, with respect to Environmental-protection, are benefiting the Society 70
Water Conservation
65
Energy Conservation
60
56
Pollution Control 50
Waste Management 43
40
38
36 32
30
30 25
27
25
20 14 10
10
0
Strongly Agree
Neither Agree nor Disagree
Strongly Disagree
Social Marketing campaigns with respect to Road Safety are benefiting the Society 80 74 70
60
60 53 50 41
43
Seat-belt
40
Speed-Limit Helmet-wearing
30
30
Avoiding mobile while riding
27 23
20
18
20
10
7
6
0
Strongly Agree
Neither Agree nor Disagree
Strongly Disagree
Sources of Information - pertaining to Social Marketing Activities (with respect to Environment-protection) available to the College Students 70 65 60
Water Conservation 56
Energy Conservation
50
Pollution Control 43
40
38
36 32
30
30 25
27
25
20 14 10
10
0
ments
Events organised by NGOs
Friends/ Relatives
Waste Management
Sources of Information with respect to Road Safety available to the College Students 60
50
50
48.3
46.7
Seat-belt
42.5 40
38.3
Speed-Limit 32.5
31.7
30
30
Helmet-wearing
26.7 23.3
Avoid mobile while riding
20.8 20
9.17
10
0
ments
Events organised by NGOs
Friends/ Relatives
Gender-based Opinion on Practicing Social Marketing Activities with respect to Environment-Protection 120
100
97 90
Water Conservation 80 67
70
Energy Conservation 60
57
Pollution Control
37
40
33 27
Waste Management
20
0
Male student
Female student
Gender-based Opinion on Practicing Social Marketing Activities with respect to Road Safety 120
Seat-belt 100
100
93
90
Speed-Limit
83 80
79
Helmet-wearing
73 64
63
Avoiding mobile while riding
60
40
20
0
Male
Female
Awareness of the Respondents regarding the Organisations campaigning for Energy Conservation Non-Government Organisations (NGOs) Indian Oil Corporation (IOC) 12
Don't Know
%
23
74
0
10
20
30
40
50
60
70
80
Awareness of the Respondents regarding the Organizations campaigning for Pollution Control
Don't Know 37% Tamil Nadu Pollution Control Board 63%
Most of the College Students know Tamil Nadu Pollution Control Board as an Organisation preaching for Pollution Control.
Organizations campaigning for Road Safety 90 79
80 70 60
68
Organisations campaigning for SeatBelt 54
50
54
Organisations campaigning SpeedLimit Organisations campaigning for Helmet
40
Organisations campaigning for ‘Avoiding Mobile while Driving/Riding’
30 20 10 0
Traffic Police Department
Tamil Nadu Traffic Police Department is familiar among the College students as an organisation campaigning for Road Safety.
FINDINGS
College students mostly prefer to avoid mobile phones
while driving car or riding bike. Most of the college students ignore the importance of
Environmental protection No relationship exist between awareness and sustainable
practice.
Social Marketing Campaigns on Water and Energy conservation
have benefited the Society as a whole. ments & 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 - taken
for the study - prefer to avoid mobile phones while driving/riding.
SUGGESTIONS
Educate the youngsters to be more conscious about
energy usage by organizing more seminars at University and College level. Non-Government Organizations (NGOs) CAN DO
more on enlightening youngsters the importance of preserving the environment. Aggressive ments – highlighting the
incentives to be reaped by way of Energy conservation – may do wonders.
More signboards – depicting the images and instructions on Road Safety – to be formed alongside the road and at important junctions.
Simple and effective outdoor campaign from the Mumbai Traffic Police
CONCLUSION ments seem to have conveyed well the ideas,
attitudes and behaviors of social marketing rather than the others sources. It is to be noted that future campaigns should seek to
increase their impact among youngsters. This study further reveals that the exposure of the
college students to the Energy Conservation campaigns has proved to be fruitful.
Thank You ALL!!!
INTRODUCTION
SOCIAL MARKETING
Is a process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviors that benefit society.
Benefits in areas of public health, safety, the environment.
SOCIAL MARKETING “FOUR P’S”: 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 share
the benefits of the product Price - cost or sacrifice exchanged for the promised
benefits
OBJECTIVES
To understand the reach and impact of Social marketing
Campaigns among College Students.
To know the level of Awareness among the College Student
on activities with respect to Environmental Protection and Road Safety.
To find out the awareness of the College students regarding
the Organizations campaigning for Social marketing
REVIEW OF LITERATURE
SOCIAL MARKETING AND ENVIRONMENT
Consumers are increasingly becoming conscious of environmental conservation. Social
Marketing, Influencing Behaviors, Philip Kotler and Nancy R. Lee
“Understanding Public Attitudes to Road Safety” Charles
Mussel white, Erel Avineri, Darren Bhattachary, (Centre for Transport & Society, University of the West of England, Bristol)
RESEARCH METHODOLOGY
PROCEDURE
This study is Descriptive in nature The target population was young people Aged 18 to 25. Post Graduates and Undergraduate students of various Colleges in Cuddalore District were main focus of this study.
SAMPLE PROFILE Sample consisted of 120 College Student 75% were males and 25% were females Non-probability and convenient sampling Simple percentage analysis used for the study
DATA COLLECTION
Primary data & Secondary data were used
Primary data collected using survey method through Questionnaire.
Secondary data collected from various published websites, journals, and books.
LIMITATIONS OF THE STUDY
Confined to the students of Colleges in Cuddalore District only. This study is limited to Environment and Road safety.
SCOPE OF THE STUDY
This
study may be generalized for the other collegestudents in Southern India, particularly in Tamil Nadu.
Other
areas in Social Marketing may be taken up for the future research work.
ANALYSIS AND INTERPRETATION
Gender - ratio of the Respondents taken for the Study 100 90
90
80
75
70
Male College Students Female College Students
60 50 40 30
30 25
20 10 0
No. of Respondent
%
Most of the College students - taken for the study are male.
Level of Awareness on Practices with respect Environmental-Protection among the College Students 100
95
to
Water Conservation
90
Energy Conservation 80
Pollution Control
70
Waste Management
61 57
60 51.7
48.3
50
43 39
40 30 20 10
5
0
Conscious
No Conscious
College students are aware of water conservation well but are least conscious about energy conservation
Level of Awareness on Practices with respect to Road Safety among the College Students 90 80
85 80 75
71.7
70 60
Seat-Belt
50
Speed-Limit 40
Wearing Helmet
30
25
Avoid Mobile while driving
28.3 20
20
15
10 0
Conscious
No Conscious
College students surveyed are conscious about Helmet-wearing and the campaign of ‘avoid mobile while drive/ride’ has reached to 80% of the College students
Frequency of practicing the activities with respect to preserving the Environment 60 53
51
49
50 45 40
38 33
Water Conservation
30
30
Energy Conservation
25 18
20
Pollution Control
23 18
19
Waste Management
10
0
Always
Occasionally
Never
Except Water conservation, college students never show interest in other areas of environment.
Frequency of practicing the activities with respect to observing the Road Safety 90 82 80
68
70
Seat-belt
60
55
Speed-Limit
50
50
Helmet-wearing 40
Avoiding mobile while riding
30
30 22 20 13
28 23
15
10
8
6
0
Always
Occasionally
Never
Relationship between Awareness and Frequency of practicing the activities with respect to Environmentprotection 120
Water Conservation Energy Conservation Pollution Control
114
100
Waste Management 80 73
73
68 62
61
60
54 45
44
40 30
30 22
20
0
Conscious
Always Follow
%
Relationship between Awareness and Frequency of Practicing activities with respect to Road Safety among College Students 120
Seat-belt
102 100
96 90 86
85
82
Speed-Limit
80 70
Helmet-wearing
60
60
avoid mobile while riding 40
20
15
18
18
17
0
Conscious
Always Follow
%
Social Marketing campaigns, with respect to Environmental-protection, are benefiting the Society 70
Water Conservation
65
Energy Conservation
60
56
Pollution Control 50
Waste Management 43
40
38
36 32
30
30 25
27
25
20 14 10
10
0
Strongly Agree
Neither Agree nor Disagree
Strongly Disagree
Social Marketing campaigns with respect to Road Safety are benefiting the Society 80 74 70
60
60 53 50 41
43
Seat-belt
40
Speed-Limit Helmet-wearing
30
30
Avoiding mobile while riding
27 23
20
18
20
10
7
6
0
Strongly Agree
Neither Agree nor Disagree
Strongly Disagree
Sources of Information - pertaining to Social Marketing Activities (with respect to Environment-protection) available to the College Students 70 65 60
Water Conservation 56
Energy Conservation
50
Pollution Control 43
40
38
36 32
30
30 25
27
25
20 14 10
10
0
ments
Events organised by NGOs
Friends/ Relatives
Waste Management
Sources of Information with respect to Road Safety available to the College Students 60
50
50
48.3
46.7
Seat-belt
42.5 40
38.3
Speed-Limit 32.5
31.7
30
30
Helmet-wearing
26.7 23.3
Avoid mobile while riding
20.8 20
9.17
10
0
ments
Events organised by NGOs
Friends/ Relatives
Gender-based Opinion on Practicing Social Marketing Activities with respect to Environment-Protection 120
100
97 90
Water Conservation 80 67
70
Energy Conservation 60
57
Pollution Control
37
40
33 27
Waste Management
20
0
Male student
Female student
Gender-based Opinion on Practicing Social Marketing Activities with respect to Road Safety 120
Seat-belt 100
100
93
90
Speed-Limit
83 80
79
Helmet-wearing
73 64
63
Avoiding mobile while riding
60
40
20
0
Male
Female
Awareness of the Respondents regarding the Organisations campaigning for Energy Conservation Non-Government Organisations (NGOs) Indian Oil Corporation (IOC) 12
Don't Know
%
23
74
0
10
20
30
40
50
60
70
80
Awareness of the Respondents regarding the Organizations campaigning for Pollution Control
Don't Know 37% Tamil Nadu Pollution Control Board 63%
Most of the College Students know Tamil Nadu Pollution Control Board as an Organisation preaching for Pollution Control.
Organizations campaigning for Road Safety 90 79
80 70 60
68
Organisations campaigning for SeatBelt 54
50
54
Organisations campaigning SpeedLimit Organisations campaigning for Helmet
40
Organisations campaigning for ‘Avoiding Mobile while Driving/Riding’
30 20 10 0
Traffic Police Department
Tamil Nadu Traffic Police Department is familiar among the College students as an organisation campaigning for Road Safety.
FINDINGS
College students mostly prefer to avoid mobile phones
while driving car or riding bike. Most of the college students ignore the importance of
Environmental protection No relationship exist between awareness and sustainable
practice.
Social Marketing Campaigns on Water and Energy conservation
have benefited the Society as a whole. ments & 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 - taken
for the study - prefer to avoid mobile phones while driving/riding.
SUGGESTIONS
Educate the youngsters to be more conscious about
energy usage by organizing more seminars at University and College level. Non-Government Organizations (NGOs) CAN DO
more on enlightening youngsters the importance of preserving the environment. Aggressive ments – highlighting the
incentives to be reaped by way of Energy conservation – may do wonders.
More signboards – depicting the images and instructions on Road Safety – to be formed alongside the road and at important junctions.
Simple and effective outdoor campaign from the Mumbai Traffic Police
CONCLUSION ments seem to have conveyed well the ideas,
attitudes and behaviors of social marketing rather than the others sources. It is to be noted that future campaigns should seek to
increase their impact among youngsters. This study further reveals that the exposure of the
college students to the Energy Conservation campaigns has proved to be fruitful.
Thank You ALL!!!
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