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 PS:
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 User 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. areas in Social Marketing may be taken up for the future research work.
Other
ANALYSIS AND INTERPRETATION
Gender - ratio of the Respondents taken for the Study
100 90 80 70 90 75
60
50 40 30 20 10 0 30 25
Male College Students Female College Students
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 90 95
to
Water Conservation Energy Conservation
80 70 61 60 51.7 50 40 30 20 10 0 5 57
Pollution Control Waste Management
48.3
43 39
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 70 60 50 75 85 80 71.7
Seat-Belt Speed-Limit Wearing Helmet
25 28.3 20
40
30 20 10 0
Avoid Mobile while driving
15
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
51
50 45 40 38 33 30 25 20 18 18 30 23 19
53 49
Water Conservation Energy Conservation Pollution Control Waste Management
10
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
70
68
60 50
Seat-belt
55
Speed-Limit Helmet-wearing
50
40
30 22 20 13 10 15 8 23
Avoiding mobile while riding
28
30
Always
Occasionally
Never
Relationship between Awareness and Frequency of practicing the activities with respect to Environmentprotection
120 114
100
Water Conservation Energy Conservation Pollution Control Waste Management
80
73 68 62 60 61 54 45 40 30 22 20 30 44 73
Conscious
Always Follow
Relationship between Awareness and Frequency of Practicing activities with respect to Road Safety among College Students
120 102 100 90 86 82 80 70 60 85 96
Seat-belt
Speed-Limit
Helmet-wearing
60
avoid mobile while riding
40
20
15
18
17
18
Conscious
Always Follow
Social Marketing campaigns, with respect to Environmental-protection, are benefiting the Society
70
65
Water Conservation
56
60
Energy Conservation Pollution Control
50 43 40 36 32 30 25 30 27 25 38
Waste Management
20
14 10 10
Strongly Agree
Neither Agree nor Disagree
Strongly Disagree
Social Marketing campaigns with respect to Road Safety are benefiting the Society
80 74 70
60 53 50 41 40
60
43
Seat-belt Speed-Limit
30 27 23 20
Helmet-wearing
30
Avoiding mobile while riding
20
18
10
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 Pollution Control
43 38
50
40 32 30
36 30 25 27 25
Waste Management
20 14 10 10
Advertisements
Events organised by NGOs
Friends/ Relatives
Sources of Information with respect to Road Safety available to the College Students
60 50 46.7 42.5 40 38.3 32.5 30
50
48.3
Seat-belt
Speed-Limit
31.7
30
26.7 23.3 20.8
Helmet-wearing
20
Avoid mobile while riding
10
9.17
Advertisements
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 60 70
Energy Conservation
57
40
37 27
Pollution Control
33
20
Waste Management
Male student
Female student
Gender-based Opinion on Practicing Social Marketing Activities with respect to Road Safety
120
Seat-belt
100 100 93 83 80 79 73 64 60 63 90
Speed-Limit
Helmet-wearing
Avoiding mobile while riding
40
20
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
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 80 70 60 50 40 30 20 10 0 79
68
Organisations campaigning for SeatBelt
54 54
Organisations campaigning SpeedLimit Organisations campaigning for Helmet Organisations campaigning for Avoiding Mobile while Driving/Riding
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.
Advertisements & 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 advertisements 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
Advertisements 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!!!
