ABSTRACT
This study has been carried out to access the marketing of family planning services in Nigeria using Enugu as a case study.
Family planning is the process of determining the number, three and spacing of childbirth in order to protect the health of mothers, children, and as well as minimize ill health and early death.
The research evaluated the effectiveness and efficient use of marketing communication tools in modifying couples attitude towards adoption of family planning concept. The study also investigated the extent of awareness created by parenthood federation Nigeria using marketing promo-tools as well as other socio-economic factors, which hinder the concept.
It went further to set out ways for both government and non-governmental organization to preach the message of family planning very well.
In the process of the research work some related materials were reviewed. These include, textbooks, handbill and journals on service marketing and family planning. This formed the secondary data for the study.
The primary data were collected through the use of questionnaire from respondents basically couples living together. They are the major consumers of the family planning services.
The data collected was presented, analyzed and interpreted as well testing the hypothesis. The data collected were tabulated into frequencies and percentages. Chi-square (x2) statistic was used to test the hypothesis.
It was found out that Planned Parenthood Federation of Nigeria has been able to create a considerable awareness through the use of marketing communication tools. Also it was discovered that other socio-economic factors such as cultural value and religious belief equally prevented adoption of the concept to some extent.
The research recommended massive education of the citizenry, establishment of mobile family planning unit in rural areas, integration of family planning as part of curricular, assistance from other social agencies. The study also suggests adequate government funding of the programme for effective and nation wide operation campaign
