Experiencing Social Marketing: An Attitudinal Study on Family Planning in Addis Ababa, Ethiopia

Abstract— Issue of family planning has gained attention due to its importance in decision-making about population growth and areas related to the overall socio-economic development of a nation. Social marketing, on the other hand, has gained popularity in addressing issues related to change in social behaviors such as family planning, and particular to developing nations like Ethiopia. This study makes an attempt to relate the idea of social marketing, as an approach of bringing attitudinal changes in the behaviors of individuals toward the concept of family planning and usage of contraceptives. Specifically, the objectives include an examination of the role of social marketing-mix in family planning experiences and to compare the attitudes of men and women toward family planning.

In order to gather the primary data, structured (draft) questionnaire was prepared and tested through a pilot-study (with 35 respondents). The final survey comprises 150 respondents, selected accidently by having a quota of 50% for each gender. Factor and reliability analysis were used to test the validity and reliability of the scale items. The result revealed that attitude towards family planning and contraceptives usage found being highly affected by the awareness and responsibility towards society/service usage. Therefore, as the marketing activities like promotion increases, awareness is expected to increase, which finally determines favorable attitude towards family planning products/techniques (e.g., contraceptives).

Keywords: Social Marketing, Family Planning, Contraceptives, Attitudes, Behavior, Ethiopia.

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