AN ASSESSEMENT OF PROMOTIONAL PRACTICE OF MARIE STOPS INTERNATIONAL ETHIOPIA AND ITS EFFECT ON WOMAN’S ATTITUDNAL CHANGE OVER TIME: THE CASE OF ADDIS ABABA

Abstract

The problem of population growth, with steady growth of economy, social services and limited resources are contributing to increasingly challenging socio-economic situation of developing countries. Effective contraception intervention is one of the recommended strategies to mitigate the challenge of population size increase. Social marketing is one of the preferred interventions to mitigate this challenge as it involves the acceptability of ideas or practices in a target group. Identifying determinants of contraceptive choice of option, assessing community awareness on contraceptives, and exploring service delivery channel are very important to have a planned population growth and never burden ground socio-economic situation of the country. This study was initiated to assess the promotion practice factors that contribute to the family planning of women and identify the relationship of promotion mix in determining the attitudinal change of societies. The study used qualitative and quantitative data; qualitative data collected through semi- structured interview and quantitative data through semi- structured questionnaire. A total of 384 respondents were selected using skip pattern sampling technique to collect the data from 5 Marie Stops clinics located in Addis. The data obtained through a client exit questionnaire was analyzed and tested using statistical models including descriptive and inferential. This study clarifies that information should additionally be delivered through Social Media (Face Book, Twitter, Telegram etc.) Which are preferred than other communication channel. The research outcome shows that mass media communication (advertising) techniques have been found to be an effective way to diffuse information about FP along with change in attitude toward practice of contraception in variety of population rather than other promotion mixes. The challenges faced by MSIE in its promotion have been identified and suggestions to improve its promotion practices and bottlenecks are indicated by research.