Log in
Language:

MERAL Myanmar Education Research and Learning Portal
  • Top
  • Universities
  • Ranking


Index Link

Index Tree

  • RootNode
    • Co-operative College, Mandalay
    • Cooperative College, Phaunggyi
    • Co-operative University, Sagaing
    • Co-operative University, Thanlyin
    • Dagon University
    • Kyaukse University
    • Laquarware Technological college
    • Mandalay Technological University
    • Mandalay University of Distance Education
    • Mandalay University of Foreign Languages
    • Maubin University
    • Mawlamyine University
    • Meiktila University
    • Mohnyin University
    • Myanmar Institute of Information Technology
    • Myanmar Maritime University
    • National Management Degree College
    • Naypyitaw State Academy
    • Pathein University
    • Sagaing University
    • Sagaing University of Education
    • Taunggyi University
    • Technological University, Hmawbi
    • Technological University (Kyaukse)
    • Technological University Mandalay
    • University of Computer Studies, Mandalay
    • University of Computer Studies Maubin
    • University of Computer Studies, Meikhtila
    • University of Computer Studies Pathein
    • University of Computer Studies, Taungoo
    • University of Computer Studies, Yangon
    • University of Dental Medicine Mandalay
    • University of Dental Medicine, Yangon
    • University of Information Technology
    • University of Mandalay
    • University of Medicine 1
    • University of Medicine 2
    • University of Medicine Mandalay
    • University of Myitkyina
    • University of Public Health, Yangon
    • University of Veterinary Science
    • University of Yangon
    • West Yangon University
    • Yadanabon University
    • Yangon Technological University
    • Yangon University of Distance Education
    • Yangon University of Economics
    • Yangon University of Education
    • Yangon University of Foreign Languages
    • Yezin Agricultural University
    • New Index

Please input email address.

WEKO

One fine body…

WEKO

One fine body…

Item

{"_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}
  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)
license.icon
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
Back
0
0
views
downloads
See details
Views Downloads

Versions

Ver.1 2021-01-20 07:33:10.066141
Show All versions

Share

Mendeley Twitter Facebook Print Addthis

Export

OAI-PMH
  • OAI-PMH DublinCore
Other Formats
  • JSON

Confirm

Back to MERAL

Back to MERAL