1Associate Professor, Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India
Social Marketing is a universally beneficial relationship between a corporation and a non-profit activity intended to promote the former's sales and the latter's cause. It links economic or in-kind donations to product sales or other consumer action. One of the interesting facts about Marketing which is Social Marketing is the way it connects with corporate level of giving to consumers. Because of this, the Social Marketing initiatives involve agreements in detail and also need to coordinate with non-profit partners involving some important activities like establishing specific advertising offers, developing co-branded campaigns. The aim of this study is to analyze Awareness and Perception of youth regarding the Social Marketing campaigns. Five of the most popular and well known Social Marketing campaigns are shortlisted for conducting the study on the basis of focus group discussions. The campaigns selected are “Say No To Drugs”, “Wear a Helmet”, “Swatch Bharat Abhiyan”, “Tubecolosis” and “Usage of Sanitary Pad”. Factor analysis is used to find out the most important factors affecting the Social Marketing. Identified factors show that there is both favourable and unfavourable response when it comes to being aware about Social Marketing.
Social Marketing, Awareness, Perception, Youth
