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!!!