APPLICABILITY OF SOCIAL MARKETING IN ETHIOPIAN NATIONAL TOBACCO ENTERPRISE S CO. IN ADDIS ABABA, ETHIOPIA

Abstract

Tobacco smoking causes so much disease that it is estimated to kill approximately half of its regular long time users. Since the devastating health impacts from tobacco smoking were first widely identified in the 1950s, much focus has been on limiting its damaging impact upon society. This has included various tobacco control efforts, such as changing policy, regulation, and law. Social marketing works to help people change their behaviors to become healthier or to improve society or the world in some way. Hence, this study is done investigating a study on applicability of social marketing in national tobacco enterprise (ETH) s.co. 150 respondents were purposively selected using non-probability sampling technique from three areas found in Kirkos Sub City. And questionnaire and interview were used as primary data collection instruments. And then a descriptive analysis of it was done. Quantitative data were also used to substantiate the study. The results of the study revealed that the majority of the student smokers (respondents) have no deep awareness about tobacco related harms, exposed to different tobacco related effects, influenced by their friends to start smoking. Furthermore, the content of cigarette is highly attractive, addictive, toxic and palatable and also the price is cheap and highly available. Based on the results of the findings conclusions were drawn and recommendations were made.