{"_buckets": {"deposit": "530ab27c-b982-48fc-8f91-666db4c0e337"}, "_deposit": {"created_by": 143, "id": "7662", "owner": "143", "owners": [143], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "7662"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00007662", "sets": ["user-scu"]}, "communities": ["scu"], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "APPLICATION OF MARKETING STRATEGY FOR BEHAVIOUR CHANGE (A CASE STUDY OF MARRIED WOMEN OF REPRODUCTIVE AGE IN MONYWA TOWNSHIP)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This paper is a study on the application of marketing strategy for behaviour\nchange of the Married Women of Reproductive Age in Monywa Township concerning\nwith the reproductive health. It is a multidisciplinary study of which composed of\nstudies on behaviour from discipline of psychology, health care education from\nmedical science and marketing strategy from the discipline of marketing.\nThe main objective of the study is to highlight the role of social marketing\n(marketing strategy for behaviour change) of Married Women of Reproductive Age in\nMonywa Township concerning the reproductive health knowledge and practice. The\ndata were collected by survey method and hypotheses were tested by appropriate\nstatistical methods.\nThe first part of the paper presents the literature of social marketing and the\nsecond part is the empirical study, its findings and the suggestions for the development\nof the future programs.\nThe study found that change agent of the DOH in collaboration with MCWA\ndelivered the reproductive health care education to the MWRA in Monywa Township\nmainly by health talk. Reproductive health care education includes antenatal care and\npostnatal care knowledge needed by the MWRA in the Monywa Township. According\nto the empirical study, it was found the maternal health knowledge was delivered to\nthe target adopters. The knowledge was accepted by the MWRA in Monywa\nTownship. Hence, the social marketing strategy was effective for the behaviour change\nof the target adopters in Monywa Township. It was more effective in rural area than\nurban area. No significant association was found between educational level and\nbehaviour change of the MWRA in Monywa Township.\nv\nBased upon the survey findings, suggestions for future programs of knowledge\ndelivery are presented which will contribute to the change of reproductive health\nbehaviour of the MWRA and will support the human resource development and hence\nthe development of the nation."}]}, "item_1583103108160": {"attribute_name": "Keywords", "attribute_value_mlt": [{"interim": "MARKETING STRATEGY"}, {"interim": "BEHAVIOUR CHANGE"}, {"interim": "MARRIED WOMEN"}, {"interim": "REPRODUCTIVE AGE"}, {"interim": "MONYWA"}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2021-01-20"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Rector Thesis.pdf", "filesize": [{"value": "1.8 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 1800000.0, "url": {"url": "https://meral.edu.mm/record/7662/files/Rector Thesis.pdf"}, "version_id": "b79fe01b-f735-4ec4-acfc-aea89ff7ed1b"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Co-operative University,Sagaing", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr.Khin Mya Hla"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "MOE MOE YEE"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Publication"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Dissertation"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2007-03-01"}, "item_title": "APPLICATION OF MARKETING STRATEGY FOR BEHAVIOUR CHANGE (A CASE STUDY OF MARRIED WOMEN OF REPRODUCTIVE AGE IN MONYWA TOWNSHIP)", "item_type_id": "21", "owner": "143", "path": ["1607960099348", "1608034764641"], "permalink_uri": "http://hdl.handle.net/20.500.12678/0000007662", "pubdate": {"attribute_name": "Deposited date", "attribute_value": "2007-03-01"}, "publish_date": "2007-03-01", "publish_status": "0", "recid": "7662", "relation": {}, "relation_version_is_last": true, "title": ["APPLICATION OF MARKETING STRATEGY FOR BEHAVIOUR CHANGE (A CASE STUDY OF MARRIED WOMEN OF REPRODUCTIVE AGE IN MONYWA TOWNSHIP)"], "weko_shared_id": -1}