A study on the factors contributing to the marketing effectivness of Singapore's family planning campaign.

• Main Authors: Lee, Meng Ai., Chew, Thaddeus Zhi Hui., Ng, Amanda Wen Chien.
• Other Authors: Gerard Dionicio Gonzales
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/44212
• Institution: Nanyang Technological University

The purpose of this study is to examine the effectiveness of Singapore’s Family Planning Campaign (FPC) and the factors that affect its effectiveness, in order to provide solutions that can improve future social marketing campaigns especially for FPC in Singapore. This study investigated the relationship between social marketing (4Ps: Product, Price, Place and Promotion), personal factors (Rational Choice, Risk Perception and Social Influence) and an intervening factor Monopolisation to the effectiveness of the FPC. Eight hypotheses were developed in this study. After understanding the topic through primary and secondary research, the objectives were achieved using data collected from self-administered survey through convenience sampling. A total of 207 useful surveys were received. The results showed that all factors except Risk Perception influenced the attitude of the target group, who were Singaporean married individuals. However, only Rational Choice and Social Influence affected behaviour adoption in the target group. Demographics such as age and educational level also affected the behaviour of the target adopters. Recommendations were made to increase the effectiveness of the FPC such as targeting specific demographic groups or to influence the married individual’s rationale choice and social environment through a different approach on Promotion and Price. The limitation of the study was the inability to draw causal relationships between the variables with effectiveness due to its descriptive nature. This study could be expanded for future research by a longitudinal study, or determining the causal relationship between the variables and effectiveness through experimentation.