Assessment of Promotion and Its Effect on Attitudinal Change towards Family Planning: A Case Study in Amhara National Regional State, Ethiopia

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.