Document Type : Research Paper
Department of Marketing Management, College of Business and Economics, Bahir Dar University, Bahir Dar, Ethiopia
The purpose of the study is investigating the association between promotion, social attitude and family planning in selected cities of Amhara Region. Both quantitative and qualitative data were used to conduct this study. The quantitative frames were used to gather the inquired data from respondents with closed ended questionnaires and qualitative data was collected from records of the regional health office and published journals and this data was used to structure the research framework. A total of 400 questionnaires were distributed to the health centers in four cities of the region (Gondar, Debre Markos, Bahir dar and Wollo) with an equal distribution of 95 respondents. Linear regression analysis was used to analyze the data collected by closed ended questionnaires and some document analysis was used. Based on the findings obtained from respondents, it was concluded that promotion program, social attitude and family planning are positively related. Respondents argued that population size of the region are growing rapidly while the resource economic situation is limited. To alleviate the existing problem, the regional health office should increase its promotion program to create awareness, provide training, establish effective communication program, and reward the employees so as to assure the proper delivery family planning service.