MARKETING OF FAMILY PLANNING SERVICES IN ENUGU URBAN
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MARKETING OF FAMILY PLANNING SERVICES IN ENUGU URBAN
Abstract
This study examined the marketing of family planning services in Nigeria, using Enugu as a case study.
Family planning is the process of deciding the number, three, and spacing of childbirths in order to protect the health of mothers and children while also reducing illness and premature death.
The study assessed the effectiveness and efficiency of marketing communication strategies in changing couples’ attitudes towards the adoption of family planning concepts.
The study also looked into the level of awareness raised by the Parenthood Federation of Nigeria using marketing promotional techniques, as well as other socioeconomic variables that hampered the notion.
It went on to detail how both the government and non-governmental organisations could effectively preach the message of family planning.
During the study process, certain relevant resources were studied. These include textbooks, handouts, and periodicals about service marketing and family planning. This was the secondary data for the investigation.
The core data were gathered through the use of a questionnaire from respondents who were mostly couples living together. They are the primary consumers of family planning services.
The acquired data was presented, analysed, and interpreted while also testing the hypothesis. The information gathered was summarised into frequencies and percentages. The chi-square (x2) statistic was used to test the hypothesis.
It was discovered that Planned Parenthood Federation of Nigeria was able to raise significant awareness through the usage of marketing communication techniques. Other socioeconomic characteristics, such as cultural value and religious conviction, were also found to have a negative impact on the concept’s adoption.
The research advocated widespread citizen education, the construction of mobile family planning units in rural areas, the incorporation of family planning into the curriculum, and cooperation from other social agencies.
The study also recommends substantial government support of the plan for an effective and nationwide operation campaign.
Chapter one
INTRODUCTION
Background of the study
It is an economic truth that man cannot exist just on Gross National Product (GNP). The basis of the preceding statement is that GNP per capita measures a nation’s affluence but does not reflect wealth appropriation among citizens. It does not depict a country’s socioeconomic well-being, nor does it reflect the impact of population or other factors on its economy.
Population may be both a source of joy and anguish for a country. It is both a nation’s asset and liability. A country’s ability or inability to fully prepare for population expansion might result in this double standard, as well as the amount to which it is built and properly utilised.
However, in nations where per capita wealth exceeds population growth, such as Saudi Arabia and the Netherlands, it becomes a benefit to the country. Unfortunately, the majority of emerging countries,
including Nigeria, are experiencing the opposite of the problem. This means that their per capita income is significantly lower than their population growth.
According to current economists, growing land pressure, mass unemployment, the challenge of feeding millions, insufficient infrastructure, low per capita income, a low standard of living, a short life expectancy, child morbidity, and a high death rate are all indicators of population growth.
The aforementioned factors have become so prominent in Nigeria, particularly the issue of child dumping, unwanted pregnancies that result in induced abortion, and high mother and duty morbidity and death due to closely spaced pregnancies.
All of this piqued the interest of Miss Edith Late of the Pathfinder Fund, who visited Nigeria in 1962 and met with the National Council for Women Society.
Their meeting resulted in the formation of a Family Planning Committee, which will oversee family planning initiatives as well as marriage counselling. The Family Planning Committee ultimately became the Family Planning Council of Nigeria.
In 1978, it was reorganised and renamed the Planned Parenthood Federation of Nigeria. It stretches throughout the federation’s states, including the old Anambra State, which had Enugu as its capital.
This organization’s goals include, among other things, supporting the formation of healthy and happy families, as well as encouraging proper child spacing among families in order to protect the health of mothers and children and thereby aid to minimise ill health and premature death.
Also, to educate men and women about the consequences of undesired pregnancies, so encouraging childbearing by choice rather than chance. To achieve these vital objectives, which impose societal constraints such as cultural superstition,
the PPFN used marketing promotion to raise awareness with the goal of changing or modifying consumer (couples’) attitudes towards embracing the concept of family planning services.
Edoga P. N defines service marketing as any activity, benefit, or satisfaction given for sale. It is primarily immaterial and does not imply ownership of anything. Its production may or may not be related to its physical product, such as the Planned Parenthood Federation of Nigeria’s provision of services.
STATEMENT OF PROBLEM
For a long time, the issue of family planning has been a source of intellectual debate on radio, television, magazines, and newspapers.
This has drawn attention to the family planning idea, which holds that an unchecked population growth rate can be a significant impediment to a country’s socioeconomic development.
Furthermore, inadequacies in economic and social infrastructure, caused in our case by the Structural Adjustment Programme (SAP), have made it absolutely imperative for families to have children by choice rather than by chance through effective family planning schemes.
The planned parenthood federation of Nigeria (PPFN) has taken on the task of fulfilling this noble but enormous task. To achieve its goals, it used marketing communication methods to pique consumer attention and attitude, as well as behaviour, in order to potentially accept the concept.
This research aims to determine success or failure.
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