2026-04-19T15:32:14Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00007662 2021-12-13T00:24:58Z 1607960099348 1607960099348:1608034764641 user-scu

APPLICATION OF MARKETING STRATEGY FOR BEHAVIOUR CHANGE (A CASE STUDY OF MARRIED WOMEN OF REPRODUCTIVE AGE IN MONYWA TOWNSHIP) MOE MOE YEE This paper is a study on the application of marketing strategy for behaviour change of the Married Women of Reproductive Age in Monywa Township concerning with the reproductive health. It is a multidisciplinary study of which composed of studies on behaviour from discipline of psychology, health care education from medical science and marketing strategy from the discipline of marketing. The main objective of the study is to highlight the role of social marketing (marketing strategy for behaviour change) of Married Women of Reproductive Age in Monywa Township concerning the reproductive health knowledge and practice. The data were collected by survey method and hypotheses were tested by appropriate statistical methods. The first part of the paper presents the literature of social marketing and the second part is the empirical study, its findings and the suggestions for the development of the future programs. The study found that change agent of the DOH in collaboration with MCWA delivered the reproductive health care education to the MWRA in Monywa Township mainly by health talk. Reproductive health care education includes antenatal care and postnatal care knowledge needed by the MWRA in the Monywa Township. According to the empirical study, it was found the maternal health knowledge was delivered to the target adopters. The knowledge was accepted by the MWRA in Monywa Township. Hence, the social marketing strategy was effective for the behaviour change of the target adopters in Monywa Township. It was more effective in rural area than urban area. No significant association was found between educational level and behaviour change of the MWRA in Monywa Township. v Based upon the survey findings, suggestions for future programs of knowledge delivery are presented which will contribute to the change of reproductive health behaviour of the MWRA and will support the human resource development and hence the development of the nation. 2007-03-01 http://hdl.handle.net/20.500.12678/0000007662 https://meral.edu.mm/records/7662