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Item

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  1. Co-operative University, Sagaing
  1. Co-operative University, Sagaing
  2. Department of Commerce

APPLICATION OF MARKETING STRATEGY FOR BEHAVIOUR CHANGE (A CASE STUDY OF MARRIED WOMEN OF REPRODUCTIVE AGE IN MONYWA TOWNSHIP)

http://hdl.handle.net/20.500.12678/0000007662
http://hdl.handle.net/20.500.12678/0000007662
00e1ea4a-fe60-4a50-8c85-8dae94f05d4e
530ab27c-b982-48fc-8f91-666db4c0e337
None
Preview
Name / File License Actions
Rector Rector Thesis.pdf (1.8 MB)
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Publication type
Dissertation
Upload type
Publication
Title
Title APPLICATION OF MARKETING STRATEGY FOR BEHAVIOUR CHANGE (A CASE STUDY OF MARRIED WOMEN OF REPRODUCTIVE AGE IN MONYWA TOWNSHIP)
Language en
Publication date 2007-03-01
Authors
MOE MOE YEE
Description
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.
Keywords
MARKETING STRATEGY, BEHAVIOUR CHANGE, MARRIED WOMEN, REPRODUCTIVE AGE, MONYWA
Thesis/dissertations
Co-operative University,Sagaing
Dr.Khin Mya Hla
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