SOCIAL MARKETING-MIX ELEMENTS AND DRUG ABUSE DEMARKETING IN NIGERIAN UNIVERSITIES

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Odigbo, Ben E. Ph.D, Aniebiet, Etuk, Ph.D, Akpam, Victor Ategwu

Abstract

The study examined the effect of social marketing-mix elements on youths’ drug abuse in
public universities in Cross River State, Nigeria. The research was sparked by the
observation that marketing programs aimed at reducing the menace of drug abuse
amongst university students have not been fully implemented in the State. Data were
collected from volunteered 397 students of the University of Calabar and Cross River
State University of Technology, Nigeria, through random sampling technique, using a
four-point likert scale questionnaire, and analyzed with Principal Component Analysis
(PCA). The results revealed that the social marketing-mix elements (product, price, place,
promotion, publics and policy) examined significantly influenced demarketing of drug
abuse in public universities in Cross River State, Nigeria. Hence, it was recommended
that social marketers,should design and package their campaigns to target audiences on
the ills of drug abuse in universities and colleges, toreflect social marketing-mix
elements, so that the target audience do not feel embarrassed, criticized, withdrawn or
engage in denials; and programmes aimed at demarketing drug abuse should be
affordable and accessible to the target audience.

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