Kiogora, Emma Kajuju (2011) To Investigate Social Marketing Strategies Used by Organisations Involved in Fighting HIV/AIDS amongst the Youth in Kenya. Masters thesis, Kenyatta University.
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Abstract
Social marketing is a fairly new discipline in marketing used to promote behaviour change and was introduced in Kenya by Population Services International (PSI) for family planning campaigns in 1990 (PSI, 2010). Though new, it has brought tremendous changes in water sanitation, fighting malaria and drug abuse among other social ills. This paper investigates social marketing strategies used by organizations involved in fighting HIVIAIDS amongst the youth in Kenya. 'The study was guided by the following objectives; to find out the strategies employed by social marketing organizations fighting HIVIAIDS, to identify other related areas targeted by social marketers in fighting HIVIAIDS, to establish how effective social marketing is in fighting HIVIAIDS amongst the youth in Kenya and to identify the challenges encountered by social marketers in fighting HIVIAIDS through promoting behaviour change .The study adopted a descriptive design which helped to explain the strategies used by the social marketing organizations involved in fighting HIVIAIDS and the challenges they face. The research was carried out in 20 social marketing organizations dealing with HIV/AIDS, situated in Nairobi province. Nairobi is where most social marketers are situated. The expected number of respondents was 60 but only 54 responded, the other six did not return the questionnaires. Questionnaire was issued to 60 respondents, 3 from every organization. Data was collected through questionnaire that was administered both by the researcher and a research assistant. Data collected was coded, summarized, organized and analyzed using the statistical package for social sciences. This study identified contributions, challenges and strategies of social marketing organizations fighting HIV/ AIDS amongst the youth. The study found out that the organizations fighting HIV/AIDS had employed social marketing strategies based on product positioning, promotion, pricing and distribution. Though these marketing strategies had been used, they were not fully exploited. This is because the study revealed that branding and good packaging was least used by the social marketing organizations as a way of positioning the product with a mean of 0.7000 and 3.1700 respectively. Technology as a tool of distribution was also not fully exploited as shown by the low usage of internet at 30 percent, live call-ins at 5 percent and text on cell phone at 10 percent. This shows that the youth cannot access much information social networks like twitter and facebook and yet the youth are great users of social networks. The study revealed that social marketing organizations had various objectives, some of which are not HIV/AIDS related. These range from economic to social objectives which at times stretch these organizations' resources thus inability to achieve the main goal of fighting HIV/AIDS. The study found out challenges faced by the organizations fighting HIV/AIDS include product unavailability, competition from the operating environment, financial constraints, lack of technical know how on behavior communication and lack of government support. From the foregoing, it is evident that a lot is needed to make social marketing organizations' objectives fully achievable. These organizations need to improve on usage of social marketing strategies, have specific objective and goals. There is also a need for the government to create an enabling environment to support social marketing organization to achieve their goals through friendly policies and infrastructure. The researcher has given several recommendations to help social marketing organizations strategize and meet some of the challenges they face. Some of the recommendations given include branding their products, use of language that is more appealing to the youth and use of influential persons that the youth indentify with who could be HIV positive or negative. There is also a need for the organizations to have specific goals and need for the government to set up an HIV/AIDS fund where the social marketing organizations can draw funds from. The social marketing organisations should carry out a consumer research to know the needs of their target market instead of relying on donor specifications and the government can also help in conducting this research .There is need to have the social marketing products available on the internet especially social networks like facebook and twitter. From the recommendations given by the researcher it is anticipated that that the findings will be important to the government, religious bodies, donors, social marketing organizations and academicians in understanding strategies used and challenges faced while fighting HIV/AIDS amongst the youth in Kenya.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce R Medicine > RA Public aspects of medicine > RA0421 Public health. Hygiene. Preventive Medicine |
| Divisions: | Africana |
| Depositing User: | Tim Khabala |
| Date Deposited: | 16 Oct 2017 13:46 |
| Last Modified: | 16 Oct 2017 13:46 |
| URI: | http://thesisbank.jhia.ac.ke/id/eprint/2521 |
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