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Introduction
he health and wellness sector has been the primary beneficiary of
social marketing. According to Goldman (2002), although social
marketing started as a hammer and nail concept, it now contains
within itself problem solving, program planning and intervention designing strategies. Social marketing is aimed at influencing the behaviour of
the target market wherein the marketer aims at benefiting the market and
not self (AMA, 2013). In fact, the definition of social marketing further
describes it as an area, which focuses on the improvement of the society and where the consequences are related to strategic aspects of human
development. Not surprisingly, major characteristics of social marketing
encompass continuous market research focusing on motives,behavioural
pattern and attitudes of the target group, an integrated mix of strategic
key elements, and the perpetual evaluation of all procedures (Loss et.al.,
2006).
Hence, before launching a social marketing campaign, social marketers take into account a mix of 4Ps and other extended elements like
publics, partnership, policy and purse strings (Weinreich, 2006).The mix
represents those elements of marketing that are controllable and can be
manipulated by marketing managers to ensure the maximum appeal of
their campaign (Dann and Dann, 2011). It provides the campaign planner
with a framework for generating ideas and an opportunity to be imagina-
Journal of Services Research, Volume 14, Number 2 (October 2014 - March 2015)
2014 by Institute for International Management and Technology. All Rights Reserved.
Numerous authors have exemplified socio-cultural factors, particularly in the health sector, which are detailed in the review of literature. However, unlike commercial marketing mix where socio-cultural factors have
been significantly identified, social marketing mix does not acknowledge
socio-cultural factors to a significant level.
This paper hopes to address this lacunae.
The paper includes the following sections- review of literature, development of proposition followed by implications and scope for further
research.
Review of Literature
According to Giddings, et al. (2002), the society ,embraces the multitude
of human actions and interactions, which takes place within a physical
environment which includes the socio-cultural environment (Aycan, et
al., 2000). Social and cultural factors constitute the socio-cultural environment and they include everything, which is not a part of the political and
economic system of an individual, society and a country as a whole. The
socio-cultural environment also consists of the whole range of behaviours and relationships in which individuals engage in their personal and
private lives, including the demographic characteristics of the population
(e.g. age, sex, race or ethnicity, class, etc.), values and attitudes, lifestyles
and relationships and reference groups.
Ross et al. (2006)have identified the role of culture at various levels of
social marketing. They have listed few author and practitioners including
Pawtucket (1995), who used culturally relevant material for people with
low literacy.
Social marketing and social marketing mix have been discussed priJournal of Services Research, Volume 14, Number 2 (October 2014 - March 2015)
target individuals.Caballero, et al. (2003) while segmenting and targeting the consumers considered cultural heritage during programmedevelopment.
Jones and Boyd (2011) researched on social adaptation to climate change in Nepal and discussed three kinds of barriers cognitive, institutional structure and governance, and normative. They
further explained that the effect of caste-based discrimination is
socio-political in nature and the adaptive capacity of the people
in different castes is governed politically and aimed at supporting
the interests of the higher castes. The determinants of political discrimination includes caste based groups, gender and social status
and families, who interestingly encourage an individual to change
a particular behaviour or lifestyle. McKee et al., (2004) added that
the lack of knowledge isone of the major factors along with other
socio-cultural factors in any health related initiative involving social
marketing exercise.
Grier and Bryant (2005) list these socio-cultural factors under other
factors that motivates or deters a consumer from adopting the recommended behaviour. Evans (2008) on the other hand refers to Bandura
(1977) in Bandura (1986) while explaining the role of social modelling in
social learning and socialcognition; that is, the formation of knowledge,
attitudes, and beliefs, etc.
On the other hand, Quarry and Ramrez, (2009) comment that many
people despite having been exposed to knowledge still exhibit risky behavior. This point towards an interesting insight that behaviour change is
not just dependent on the lack of exposure to information but it is also due
to differences in attitudes, motivation and perception (Fukuda and Ebina,
2011).
The Indian Perspective
Studies conducted in social marketing in India never directly suggest that
socio-cultural aspects play an important role in social marketing exercises.
Mackinnon and Piore (2001) pointed that there exists a social stigma towards discussing certain kinds of social issues among the ruling class,
which is also provoked by corruption, illiteracy and poverty. Chowdhury
Journal of Services Research, Volume 14, Number 2 (October 2014 - March 2015)
Journal of Services Research, Volume 14, Number 2 (October 2014 - March 2015)
Journal of Services Research, Volume 14, Number 2 (October 2014 - March 2015)
Journal of Services Research, Volume 14, Number 2 (October 2014 - March 2015)
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