ABSTRACT
This study has been carried out to access the marketing of
family planning services in Nigeria
using Enugu as
a case study.
Family planning is the process of determining the number,
three and spacing of childbirth in order to protect the health of mothers,
children, and as well as minimize ill health and early death.
The research evaluated the effectiveness and efficient use
of marketing communication tools in modifying couples attitude towards adoption
of family planning concept. The
study also investigated the extent of awareness created by parenthood
federation Nigeria
using marketing promo-tools as well as other socio-economic factors, which
hinder the concept.
It went further to set out ways for both government and
non-governmental organization to preach the message of family planning very
well.
In the process of the research work some related materials
were reviewed. These include,
textbooks, handbill and journals on service marketing and family planning. This formed the secondary data for the
study.
The primary data were collected through the use of
questionnaire from respondents basically couples living together. They are the major consumers of the family
planning services.
The data collected was presented, analyzed and interpreted
as well testing the hypothesis. The
data collected were tabulated into frequencies and percentages. Chi-square (x2) statistic was
used to test the hypothesis.
It was found out that Planned Parenthood Federation of
Nigeria has been able to create a considerable awareness through the use of
marketing communication tools. Also it was discovered that other socio-economic
factors such as cultural value and religious belief equally prevented adoption
of the concept to some extent.
The research recommended massive education of the
citizenry, establishment of mobile family planning unit in rural areas,
integration of family planning as part of curricular, assistance from other
social agencies. The study also
suggests adequate government funding of the programme for effective and nation
wide operation campaign
TABLE OF CONTENTS
Title Page
Approval page
Dedication
Acknowledgment
Abstract
Table of Contents
CHAPTER ONE: INTRODUCTION
Background of the Study
Statement of Problem
Objective of the Study
Statement of Hypothesis
Significance of the
Study
Scope of the Study
Definition of Terms
CHAPTER TWO: LITERATURE REVIEW
What is Family
Planning?
Reasons for Family
Planning
Various Methods of
Family Planning
Consumer
Behaviour/Attitude
An Overview of
Marketing Services
Characteristics of
Services
Service Management in
non-profit Organization.
CHAPTER THREE: RESEARCH METHODOLOGY
Source of Data
Population of Data
Population of Study
Sample Size
Determination
Sampling Technique
Method of Data
Collection
Questionnaire
Administration and Response Rate
Method of Data
Presentation and Analysis
Limitation of the Study
CHAPTER FOUR: PRESENTATION,
ANALYSIS AND INTERPRETATION OF DATA
Data Analysis and
Interpretation.
Test of Hypothesis
CHAPTER FIVE: SUMMARY
OF FINDINGS, RECOMMENDATION AND CONCLUSION
Summaries of Findings
Recommendation
Conclusion
Bibliography
Appendices.
CHAPTER ONE
INTRODUCTION
BACKGROUND OF THE STUDY
It is a pure
economic fact that man cannot live by Gross National Product GNP only. The premise of the above statement is that
GNP per see measures the affluence of a nation but not indication of wealth
appropriation among the citizenry. It
does not show the level of socio-economic welfare of the not does it represent
the effect of the population or other factors on the economy of a nation.
Population can be a fountain of joy as well as source of
agony and distress for a nation. It
stands as a nation’s asset and equally constitutes its liability. A nation’s
capability or inability to adequately plan for the growth of its population sometimes
occasions this double standard and to what extent it is developed and properly
utilized. However, in countries where
the per capita income outstrips the rate of population growth, it becomes an
asset to the nation in question such as Saudi
Arabia and Holland. It’s quite unfortunate the most of the
developing countries like Nigeria
are all experimenting the reverse of the issue. By this we mean that their per capita income
rate is far less than their population growth. According to modern economist, increased
pressure on land, mass unemployment, problem of feeding millions, inadequate
infrastructural facilities, low per capita income, poor standard of living, low
life expectancy, child morbidity and high mortality rate are all indices of
population explosion.
The above-mentioned phenomena have become so prevalent in Nigeria nation
especially, the issue of child dumping, unwanted pregnancies leading to induced
abortion and high maternal and duty morbidity and high mortality resulting from
closely spaced pregnancies. All these attracted the attention of Miss Edith
Late of the pathfinder fund in 1962, she paid visit to Nigeria and met
with the National Council for Women Society.
The outcome of their meting was to establish a Family Planning
Committee, which will be responsible for family planning activities and
marriage counseling. The Family
Planning Committee later becomes Family Planning Council of Nigeria. In 1978, it was reorganized and re-named the Planned
Parenthood Federation of Nigeria (PPFN).
It spreads throughout the states of the federation including the former Anambra State
with its capital in Enugu.
The aim of this organization, amongst other are; to
encourage the building up of healthy and happy families, encouraging the proper
spacing of children among families with a view to protect the health of mothers
and children and thus help to reduce ill health and early death. Also to educate men and women about the
dangers of unwanted pregnancies and thus encourage child bearing by choice and
not by chance. In order to accomplish
these vital objectives, which give the society constraints, imposed by cultural
superstition etc. The PPFN adopted the
use of marketing promotion to create awareness targeted at changing or
modifying the attitude of consumer (couples) towards embracing the concept of
family planning services.
In the words of Edoga P. N, marketing of service refers to
any activity, benefits or satisfaction that is offered for sale. It is essentially intangible and does not
result in the ownership of anything. Its
production may or may not be tied to its physical product like rendering of
services by the Planned Parenthood Federation of Nigeria.
STATEMENT OF PROBLEM
For a long time now, the problem and concern for family
planning on the radio, television, magazine and newspaper discussions are
constantly and continually challenging the intellect.
This has drawn attention to the family planning concept
being predicated that an unbridled population growth rate can constitute a
great hindrance to a nation’s socio-economic development.
Moreover, the inadequacies in economic and social
infrastructure, brought about, in our own case by the Structural Adjustment
Programme (SAP) has made it absolutely imperative for families to have children
by choice not by chance through effective family planning scheme, the body that
has taken up the task of fulfilling this noble but enormous task is the planned
parenthood federation of Nigeria (PPFN).
For the actualization of its objectives, it employed the tools of
marketing communication to arouse interest and consumer attitude and behaviour
towards a possible acceptance of the concept.
·
To find out if
it has succeeded or failed is the base for this research work.
OBJECTIVE OF THE STUDY
This work is to achieve or accomplish the following
objectives;
a)
To evaluate the
extent of awareness created by PPFN about family planning services through the
use of promotional tools.
b)
To find out how
effective and efficient marketing promotional tools are in modifying consumer’s
attitude and behaviour towards adoption family pleasuring service concept.
c)
To find out
whether there are other social or economic factors that have made use of
marketing communication tools in hanging consumer attitude toward family
planning services ineffective and inefficient.
STATEMENT OF HYPOTHESES
In the process of carrying out this research, the following
hypothesis were put forward:
Hi: Marketing
Communication has not been able to modify consumer behaviour/attitude towards
family planning concept.
Hii: Cultural
belief hinders the practice of family planning.
Hiii: Marketing
communication by the PPFN has not been able to create awareness of family
planning services.
SIGNIFICANCE OF STUDY
The
menace of maternal child morbidity and high mortality rate occasioned by lack
of proper family planning which finds expression in two closely spaced
pregnancies, has been major concerns to the developing nations of the
world. Besides, population explosion
has proved to be a service debilitating social and economic ill that deserves
all the attention accorded to it.
The
significance of the study therefore lies on the fact that the result will prove
useful to governmental, philanthropic, public and private organization,
concerned with family planning in pronouncing policies and programmes about
family planning, which will in turn reduce morbidity and early mortality rate.
SCOPE OF STUDY
The scope of
study to this research has been limited within Enugu Urban for the sake of
efficiency. It covers the examination
of the various variable of marketing service taken cognizance of marketing
promotion tools as used by PPFN in the bid to management the concept of family
planning to their target audience, notably, married homes and measures the
effectiveness of promotional tools in modifying the customer behaviour and
attitude.
Some other factors responsible for consumer attitude
formation and change such as culture, inter-personal communication learning,
reference group and so on are equally examined.
DEFINITION OF TERMS
At this point it
necessary to define some of the terms used in the cause of this research
work. This is because of the usage of
some words, which may mean different this to different categories of people. Therefore to reduce ambiguities or its
elimination, we are going to look at the following terms:
Morbidity: this
refers to unhealthy growth of children due to lack of proper family planning
and malnutrition.
Mortality: By
this, way mean early death rate brought about by poor family planning. Mortality rate as used in this context
refers to the increasing level early child death normally called pre-mature
death.
Consumer
Behaviours: This refers to all
activities or acts engaged by consumer in the process of satisfying his need or
wants. It includes both overt and
covert behaviors
Consumer Attitude: This is used interchangeably with consumer
behaviour but the different is that attitude is an expressed behaviour, it is
overt while behaviour embodies both overt and covert.
PROMOTION TOOLS: These are the marketing communication variables
such as advertising, sales promotion, personal selling, public relation, and
publicity as used by PPFN in bid to serve or convey the concept of family
planning to their target audience, which is mainly, couples or married
homes.
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