Social marketing activities and customer behavior change in Rwanda: The Case of Bible Society of Rwanda

Michael, GASARE

dc.contributor.author	Michael, GASARE
dc.date.accessioned	2023-06-21T10:20:37Z
dc.date.available	2023-06-21T10:20:37Z
dc.date.issued	2013-12-25
dc.identifier.citation	Social marketing activities and customer behavior change in Rwanda: The Case of Bible Society of Rwanda Michael Gasare1, Dr. David Nyambane2 1 School of Business and Economics, Mount Kenya University, Kigali, Rwanda 2 School of Business and Economics, Mount Kenya University, Kigali, Rwanda Abstract Rwanda has various Non-Government Organizations whose objective is to help people in their development but various problems occur in implementation of their target. The general purpose of this research project was to identify the Social marketing activities and customer behavior change in Rwanda: The Case of Bible Society of Rwanda. This research concentrated on the exposure to the messages and principles related to social marketing and customer behavior change. Both dependent and independent variables were identified and social marketing tools were used as intervention variables. This study targeted 200,000 customers of the Bible Society of Rwanda (BSR) and the minimum sample size of 99 customers calculated using Morgan’s formula to represent all total customers of BSR and they were from 11 group members of BSR, thus 99 customers were used as sample and in each sample, random sampling was used to give an equal chance to all respondents. The questionnaires were used as any data collections instruments. The findings indicated that social marketing had positive impact on customer behavior change’s is supposed to apply social marketing strategies and set new distribution channels in attracting new customers that may led to BSR maximized their sales and led to acquire customers. Development of new channel distribution strategies, Social marketing strategy can boost BSR to attract new customers, build strong relationship with their customers, foster the acceptability of BSR products and thus maximize their sales. BSR had to apply the social marketing principles and strategies to providing discount to customers, advertising their product through media, increasing the patronage among their members, implementing sensitization meeting forums every time, increasing distribution channels and implementing the sales local agencies, and therefore these will lead the BSR to maximize their sales of their products. Keywords: Social marketing, Marketing, Behavior change, Behavior, Change 1. Introduction In this global and complex business world, the success of every business refers to the identification and satisfaction of marketing customers’ needs and wants. Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging product and value with others (Kotler, 2012). Marketing is playing a key role in addressing the challenge of every business organization like finance, operations, accounting, and others business functions the financially success depend on marketing ability, It has been increasingly evident that a successful marketer must start with the customer and marketing strategies. Marketing opportunities are based on identification of customer wants and needs, an understanding of how customers make buying decisions, how they use the goods and services they buy, and their level of commitment to current brands (Keller, 2012). As marketing extend beyond the company and the customers to society as a whole, marketers must consider the ethical, environmental, legal and social of their role and activities .The organizational tasks is to determine the needs, wants and interests of targets markets and satisfying them more efficiently and effectively than competitors while enhancing consumers and society’s long term wellbeing (Kotler, 2012). Social marketing is the practice of utilizing the philosophy, tools, and techniques of commercial marketing for health or social benefit, and not only but also, social marketing sells a behavior change to a target group of individuals or consumers urging them to: accept a new behavior, reject a potential behavior, modify a current behavior, abandon an old behavior, social marketing is trying to influence behavior change in a direction beneficial for the consumer (Nigel, 2010). The use of social marketing techniques to promote the adoption of behavior that will improve the health or well-being of the target audience or of society as a whole’ Social marketing can be best described as the systematic application of marketing to obtain specific behavioral objectives for social goods. Social marketing is so essential in such a way that it can be applicable for promoting merit goods, or for making a society evade demerit goods and therefore advancing the wellbeing of society as a whole. Some good examples of social marketing scenarios include people being advised to follow speed limits when driving, to smoke in areas where smoking is allowed instead of public places where people could be harmed, and to utilize seat belts when riding vehicles for the purpose of safety. Also, social marketing can be present in health promotion campaigns. As a result, positive messages social marketing will become instrumental in forming a better and safer community for everybody through the spread of a huge number of positive messages (Neestle, 2010). Changing behavior of customer is very vital and it is a strategic factor for the long term survival of any business organization. So in today’s competitive business world it has come out as a decisive factor for the success or failure of business objectives. For this reason companies meeting their customers’ needs and wants are enjoying the market with the customer loyalty and getting positive response for their product (Bloom, 1981). The Bible Society traces its origin in United Kingdom back in 1804. The story of Mary Jones (Wales) illustrates how the Bible spread up even to Rwanda. In Rwanda, the Bible Society started in 1977 as an Office, under the management of world fellowship of Bible societies known as United Bible Society (UBS). By 1988, the Bible Society of Rwanda was an Associated Member of UBS. From 2000, the BSR became Full member of UBS. Bible Society is working to respond to the Scriptures (Bible) and other social community needs across the world, in the churches, through the culture and different communities. The strategy of Bible Society centers on Scripture translation, production, social marketing, fundraising, advocacy, and thus the availability, accessibility, credibility, are assured, this is what it calls the ‘lifecycle’ of the Bible, not only that, but, BSR identifies itself with vulnerable people in many communities, and provides necessary relief and create lasting changed holistic life through various approaches(BSR, 2000). The Bible Society of Rwanda is committed to generating positive change and life style by promoting high moral standard of living and addresses their problems in a practical, creative, and flexible manner. The Bible Society of Rwanda listens and understands the nature and needs of Scriptures in Rwandans Christian Community and creates tailored solutions. It uses a collaborative approach with Christian clients, Christian organizations, church partners, and donors to advance the practice of good governance and expand its reach (BSR, 2000). The Bible society of Rwanda empowered individuals for Social Change; to explore a new kind of global social change movement fueled by a modern, more comprehensive understanding of human nature. Many people believe that humans are struggling animals endowed with tension and conflict (BSR, 2000). 2. Review of Literature 2.1 Social Marketing Bruno (1974) said that the bottom line of social marketing is behavior change. A major shortcoming of a wide range of social marketing programs that the researcher have observed in the field I s that, though the managers consider themselves at least in part social market think that all they must do is provide information (ideas) to change beliefs or mind set. Kotler (2010) said that Social marketing campaigns need not involve behavior change, that speak of social marketing goals as necessitating those consumers adopt, modify, or abandon something ignores the fact that some social marketing programs are designed to discourage behavior. Campaigns to prevent children from using drugs are clearly intended to discourage change. Seargent (2012) affirms that Social Marketing Seeks to Influence Voluntary Behavior in the private sector, marketers seek to influence voluntary consumer spending and choice and stop short of outright coercion. (Coercion sometimes is employed in relationships with distributors, though it is often characterized as a tactic of last resort) Marketers can attempt to influence behavior through behavioral shaping or reinforcement strategies but, ultimately, consumers do not have the choice to buy. 2.2 Marketing Keller (1985) the marketing is the process determining customer needs and using these to form the basis of the products or services that the organization will supply. Understanding customer’s requirements can offer an organization much more than the mere deign of its markets offering. Sergeant (20012), Marketing is the analysis, planning, implementation, and control carefully formulated programs designing to bring about voluntary exchanges of values with the target markets for the purpose of achieving organizational objectives. It relies heavily on designing the organizational offerings in terms of the targets markets needs and desires and on using effective pricing, communication and distribution to inform, motivate and service the markets. It is clear that marketing is primarily concerned with identifying and satisfying the needs of an organization’s customers and it is equally clear that the actual personal responsible for fulfilling this role will not be exclusively those located in the marketing department. 2.3 The social marketing Mix Product: in social marketing is not necessarily a physical offering. A continuum of products exists, ranging from tangible, physical products (Bibles), to services (medical exams), practices and finally, more intangible ideas .In order to have a viable product, people must first perceive that they have a genuine problem, and that the product offering is a good solution for that problem. The role of research here is to discover the consumers' perceptions of the problem and the product, and to determine how important they feel it is to take action against the problem (Brasselle, 2008). Price: refers to what the consumer must do in order to obtain the social marketing product. This cost may be monetary, or it may instead require the consumer to give up intangibles, such as time or effort. In setting the price, particularly for a physical product, such as contraceptives, there are many issues to consider. If the product is priced too low, or provided free of charge, the consumer may perceive it as being low in quality. On the other hand, if the price is too high, some will not be able to afford it. Social marketers must balance these considerations, and often end up charging at least a nominal fee to increase perceptions of quality and to confer a sense of dignity to the transaction. (seargent, 2012). Place: describes the way that the product reaches the consumer. For a tangible product, this refers to the distribution system including the warehouse, trucks, sales force, retail outlets where it is sold, or places where it is given out for free. For an intangible product, place is less clear-cut, but refers to decisions about the channels through which consumers are reached with information or training, deciding how to ensure accessibility of the offering and quality of the service delivery. (Sergeant, 2012). Promotion: consists of the integrated use of advertising, public relations, promotions, media advocacy, personal selling and entertainment vehicles. Policy, partnership, and advocacy are also part of the social marketing mix (Brasselle, 2008). 2.4 Behavior changing process Behavior change refers to any transformation or modification of human behavior. It may also refer to behavior change (religious belief), a broad range of activities and approaches which focus on the individual, community and environmental influences on behavior. Behavior change has become a central objective of religion group, intervention over the half decades. The increase the evidences of prevention of disruptive behavior has coincide with increased bilateral and multilateral aid in the area of human development and the increased need for the international development community to show cost effectiveness for the allocated dollars spent. Behavior change programs, which have evolved over time, encompass a broad range of activities and approach, which focus on the individual, community and environmental influences on behavior (Robbinson, 2008). 2.5 Stages of Behavior change theory Five stages of change have been conceptualized for a variety of problem behaviors. The five stages of change are pre-contemplation, contemplation, preparation, action, and maintenance; Pre-contemplation is the stage at which there is no intention to change behavior in the foreseeable future. Many individuals in this stage are unaware or under aware of their problems. Contemplation is the stage in which people are aware that a problem exists and are seriously thinking about overcoming it but have not yet made a commitment to take action. Preparation is a stage that combines intention and behavioral criteria. Individuals in this stage are intending to take action in the next month and have unsuccessfully taken action in the past year. Action is the stage in which individuals modify their behavior, experiences, or environment in order to overcome their problems. Action involves the most overt behavioral changes and requires considerable commitment of time and energy. Maintenance is the stage in which people work to prevent relapse and consolidate the gains attained during action. For addictive behaviors this stage extends from six months to an indeterminate period past the initial action (Pietrow, 1997). Figure 2.1: Process of Customer Behavior of Change Source: Pietrow, 1997 Pre-knowledgeable is where they are unaware of the problems or their personal risk; Knowledgeable: in which people are aware of the problem and understand what the desired behaviors; Approving is the stage at which they personally are in favor of the desired behaviors; Intending: is the stage at which people personally express the desire to take the desired action; Practicing; when people are actively using contraceptive methods. Advocating: is when people not only practice family planning methods, but advocate them to others. Once people reach this stage, they become effective change agents among their peers and within their social networks that, in turn, acts to reinforce their continuing to engage in contraceptive practices. That is, it is a strong predictor of people adhering to and not discontinuing their birth control practices (Pietrow, 1997). 3. Materials and Methods In this research, the researcher focused on the use of descriptive survey design. This design is suitable for this study because the study involves broad categories of respondents and a wide area of populations. This design was not only restricted for facts finding, but the results into the formulation of important principles of knowledge and solutions to significance knowledge. It involves measurement of data, clarification, analysis, comparison and interpretation of the information. The qualitative method is concerning with qualitative phenomena that relate to the quality and kinds which include views, opinions, feelings, perceptions, intentions of different people. It aimed of discovering the reality, motives and desires using questionnaires. This research targeted 200,000 clients registered in BSR as potential clients, males and females from eleven different groups of denominations members of the Bible Society of Rwanda as their field of operation. The following Morgan’s formula (Morgan 1903) was applied to come up with the sample size: Where: n is the minimum sample size N is the total population E is the margin of errors estimate at 10 percent. 99 is the minimum sample size The Morgan's formula above indicated that the minimum sample size should be 99 customers representing the stated 200,000 customers. However, because there were 11 groups of denominations where the BSR operates, the researcher therefore, was used the strata technique to ensure that each denomination group were represented by 9 customers. This means and indicates that from the 9 respondents was picked out by using simple random sampling to give an equal chance for every respondent. In this research project, the sources of data were the primary. Primary data were the data which were collected at hand from the field of potential client of the Bible Society of Rwanda. The primary sources were used to collect data about the topic. For the success of this process, the following method was applied, questionnaires .The primary data was collected from different categories respondents clients of The Bible Society of Rwanda where closed -end questionnaires were distributed to the respondents only to choose from alternatives answers given as well as open end questions where the respondents was allowed to decide the aspect from detail and length of their answers. To ensure accuracy and consistency of the data, the researcher made sure that the questionnaire ware clear and understandable by the researcher himself and the respondents. In this perspective, the final questionnaire was sated. The researcher conducted a pilot test to predict accurately the effectiveness of this survey instrument. The researcher distributed at a target sample that was participating in the main survey and the time necessary to complete the survey. Data from the pilot survey was analyzed, just as the main survey, but with the purpose of determining what to change and what to remain. During this survey the researcher remarked that all questions in the questionnaire were understandable. After the collected data was edited and coded, data were statistically treated and drafted in tables. The Statistical package for social sciences (SPSS) was used to produce results which were presented, analyzed, and interpreted in chapter four. Descriptive statistics methods were also used where frequencies, percentages, and mean were drawn in responses to the study of research question. 4. Results and Discussion 4.1 Demographic Information The questionnaires were distributed to a total ninety nine (99) respondents out of a population of two hundred thousand (200,000) respondents. All the respondents returned the questionnaires dully filled. This represents a 100% response rate. A. Age of Respondents Data regarding the ages of the respondents indicated that the dominants age of respondents was between the age of 35 and 45 which it represented 78.8 percentages, followed by ages between 45 and 55 and between 20 and 35 with 8.1% for both. Very few respondents indicated to be over fifty five years with 5.1%. Table 4.1: Ages of respondents Respondents Frequency Percent % 20-35 8 8.1 35-45 78 78.8 45-55 8 8.1 55 and more 5 5.1 Total 99 100 Source: Primary data, (2013) B. Gender of Respondents The data to this end showed that most of the respondents were females representing 77% while the male represented only 23.23% as shown in the table 4.2 Table4.2: Gender of Respondents Gender No of Respondent Percentages % Male 23 23.23 Female 76 76.77 Total 99 100 Source: Primary data, (2013) C. Educational Level The data from the field shows that most of the respondents have a university degree either one or two with a percentage of 43% while secondary school leavers represented by 23% and secondary school leavers represented by 34%. It is evident that most of the respondents are university degree holders Table 4.3: Education level of respondents Educational Level No of Respondents % Percentage Respondents Secondary level 34 34 University Degree 42 43 Primary School 23 23 Total 99 100 Source: Primary data, (2013) 4.2 Findings of Objective 4.2.1 Social Marketing Activities Data from the field indicated that for 99 tested customers of BSR, 66 percent of customers said that the social marketing activities BSR can be used in measuring customers behavior change were selling lots Bibles to their customers, 20 percentage of respondents agree that selling lots bibles can be one of the measurements of customers behavior change, 11 percentages of tested people said that receiving lots Christians in church every Sunday can be measurement of customers behavior change and 2 percentage of respondents said that no measures of behavior change. Table 4.4: BSR Social marketing activities and measurement customers’ behavior changes Activity No of Respondents % Respondents Selling Lots of Bibles 20 20.20 Receiving Financial Contribution 11 11.11 Both 66 66.67 None 2 2.02 Total 99 100 Source: Primary data, (2013) 4.2.2 BSR Product and Customer Behavior Change Data from the field indicated that for 100 percentage tested people ,66 percent were very high agree that using bible changed their life regarding the truth,14 percent were high,12 percent were average,3 percent were low and 4 percent were very low. According to the information the customer the bibles changed their life was above average, that leads to that that bibles pray lot of influences in changing customer behavior and lead them to have good life. If the BSR had lots of customers know the benefits using bibles that will lead to have lots of demand of bibles by customers and these will lead to BSR increase their sales. Figure 4.1: BSR product and Customer Behavior change Source: Primary data, (2013) 4.2.3 Behavioral Change Indicators Buy bibles and level of choice The data collected indicated that for 100 percentage tested customers by researcher, 72.7 percent were very high said that to buy bible to them is the right choice, 14.1 were high, 6.1 were average, 3.0 percentage were low and 4.0 percent were very low. According to the information from tables 7 the maximum numbers of customers said that buying the bibles is the right choice to them. This mean that there are customer or Christians know the value of bibles. Table 4.10: Buy bibles and level of choice Respondents Frequency Percent Very high 72 72.7 High 14 14.1 Average 6 6.1 Low 3 3.0 Very low 4 4.0 Total 99 100.0 Source: Primary data, (2013) Level of customer provides advices to neighbors to Acquire BSR Products The collected data indicated that for 100 percent tested customer of BSR by the researcher,64.6 percent were very high said that the can provide advices to their neighbors to buy bibles,17.2 percent were high,10.1 were average,5.1 percent were low and 3.0 were very low. According to information from table 8, the maxima numbers were very high said that they can provide the advices to their neighbors of buying bibles to help them in their daily life. That indicates the values customers give the use of bibles. This is shown in table 4.3.4 below: Table4.11: Level of customer provides advices to neighbors to acquire products Frequency Percent Very high 64 64.6 High 17 17.2 Average 10 10.1 low 5 5.1 Very low 3 3.0 Total 99 100.0 Source: Primary data, (2013) 5. Conclusions In identifying the new social marketing activities applied by Bible Society of Rwanda for the behavior change among their customers, the research went further and showed that BSR can be the answers of customers in changing their behavior by emphasizing and focus much on building strong relationship with their customers, making the customers to have positive attitude, positive mind regarding buying BSR products, awareness, clear understanding of BSR products and these will lead BSR to maximize their sales. Acknowledgments I am deeply indebted to Dr. David Nyambane my supervisor for his support and guidance throughout this work .You did a great job, Thanks a lot. Special thanks go to Mount Kenya University, Kigali Campus and all the lecturers for equipping me with the knowledge that enabled me to succeed in this research project. Finally I owe my deepest sense of gratitude to my fellow classmates for their assistance and encouragement during the two years of studies. My heartfelt thanks goes to my relatives, family members, more especially, my wife for her encouragement and assistance and my children for their patience during this endeavor. Thanks a lot to all of you. Reference [1] Bible Society of Rwanda, (2010). Customer loyalty. Kigali: The Bible Society of Rwanda (BSR). [2] Bloom, W. (1981). Problem and challenges in social marketing. Journal of marketing, Vol 21, No 14 p79-88. [3] Brasselle, A. (2008). Empirical study for Social media. Diego state University. Journal of Social Marketing, Vol 02, No 04, P3-8 [4] Bruno, R. (1974). Identity crisis in marketing. Journal of marketing. Vol 23, No 12.p 73-76. [5] Keller,D. (2012). Marketing management and Social behavior. Northwestern University press. International journal for marketing, Vol 3,No 24. p 9-11. [6] Kotler, P. (2012). Social marketing and consumer behavior. Common Wealth University press. Journal of Social Marketing, Vol 5, No 07, P4-7 [7] Neestle, B. (2010). Marketing research tools and techniques. Oxford University. Journal of marketing research, V7, No3 P 03-12 [8] Nigel, B. (2010). Marketing research tool and techniques. Oxford University press. Journal of marketing research, Vol 2, No 42, P 11-13 [9] Pitrow,PT., Kincaid, D.L., Rimon, J.G & Rhinehart, W. (1997).Health Communication a case of lessons from family Planning and reproductive health. Praeger publisher, P 17-32 [10] Robbinson, S. (2008). Organization Behavior. Diego State University. 15th Edition, P 04-41 [11] Seargent, A. (2012). Marketing management for non-Profit Organization. Oxford University. 3rd Edition, P 42-98	en_US
dc.identifier.uri	http://hdl.handle.net/123456789/1993
dc.description	CASS	en_US
dc.description.abstract	Abstract Rwanda has various Non-Government Organizations whose objective is to help people in their development but various problems occur in the implementation of their target. The general purpose of this research project was to identify the Social marketing activities and customer behavior change in Rwanda: The Case of Bible Society of Rwanda. This research concentrated on exposure to the messages and principles related to social marketing and customer behavior change. Both dependent and independent variables were identified and social marketing tools were used as intervention variables. This study targeted 200,000 customers of the Bible Society of Rwanda (BSR) and the minimum sample size of 99 customers was calculated using Morgan’s formula to represent all total customers of BSR and they were from 11 group members of BSR, thus 99 customers were used as sample and in each sample, random sampling was used to give an equal chance to all respondents. The questionnaires were used as data collection instruments. The findings indicated that social marketing had a positive impact on customer behavior change is supposed to apply social marketing strategies and set new distribution channels in attracting new customers that may lead to BSR maximizing their sales and leading to acquiring customers. Development of new channel distribution strategies, Social marketing strategies can boost BSR to attract new customers, build strong relationships with their customers, foster the acceptability of BSR products, and thus maximize their sales. BSR had to apply social marketing principles and strategies to provide discounts to customers, advertise their product through media, increase the patronage among their members, implement sensitization meeting forums every time, increase distribution channels and implement the sales local agencies, and target group of individuals or consumers urging them to: accept a new behavior, reject a potential behavior, modify a current behavior, abandon an old behavior, social marketing is trying to influence behavior change in a direction beneficial for the consumer (Nigel, 2010). The use of social marketing techniques to promote the adoption of behavior that will improve the health or well-being of the target audience or society as a whole Social marketing can be best described as the systematic application of marketing to obtain specific behavioral objectives for social goods. Social marketing is so essential in such a way that it can be applied for promoting merit goods, or for making a society evade demerit goods and therefore advancing the well-being of society as a whole. Some good examples of social marketing scenarios include people being advised to follow speed limits when driving, to smoke in areas where smoking is allowed instead of public places where people could be harmed, and to utilize seat belts when riding vehicles for safety. Also, social marketing can be present in health promotion campaigns. As a result, positive messages in social marketing will become instrumental in forming a better and safer community for everybody through the spread of a huge number of positive messages (Neestle, 2010). Changing the behavior of customers is very vital and it is a strategic factor for the long-term survival of any business organization. So in today’s competitive business world, it has come out as a decisive factor for the success or failure of business objectives. For this reason, companies meeting their customers’ needs and wants are enjoying the market with customer loyalty and getting positive responses for their product (Bloom, 1981). The Bible Society traces its origin in the United Kingdom back in 1804. The story of Mary Jones (Wales) illustrates how the Bible spread up even to Rwanda. In Rwanda, the Bible Society started in 1977 as an Office, under the management of the world fellowship of Bible Societies known as the United Bible Society (UBS). By 1988, the Bible Society of Rwanda was an Associated Member of UBS. In 2000, the BSR became a Full member of UBS. Bible Society is working to respond to the Scriptures (Bible) and other social community needs across the world, in the churches, through the culture and different communities. The strategy of Bible Society centers on the Scripture translation, production, social marketing, fundraising, and advocacy, and thus the availability, accessibility, and credibility, are assured, this is what it calls the ‘lifecycle’ of the Bible, not only that, but, BSR identifies itself with vulnerable people in many communities, and provides necessary relief and create lasting change holistic life through various approaches(BSR, 2000). relies heavily on designing the organizational offerings in terms of the target market's needs and desires and on using effective pricing, communication, and distribution to inform, motivate and service the markets. It is clear that marketing is primarily concerned with identifying and satisfying the needs of an organization’s customers and it is equally clear that the actual personnel responsible for fulfilling this role will not be exclusively those located in the marketing department	en_US
dc.description.sponsorship	University of Rwanda	en_US
dc.publisher	http://erepository.mkuit.ac.rw/bitstream/handle/123456789/4000/MICHAEL%20GASARE.pdf?sequence=1&isAllowed=y	en_US
dc.subject	: Social marketing, Marketing, Behavior change, Behavior, Change	en_US
dc.title	Social marketing activities and customer behavior change in Rwanda: The Case of Bible Society of Rwanda	en_US
dc.title.alternative	Social marketing activities and customer behavior change in Rwanda:	en_US
dc.type	Article	en_US
dc.type	Dissertation	en_US