CHANGING HEALTH BEHAVIOR OF YOUTH THROUGH SOCIAL MARKETING (GEORGIAN CASE)

Abstract

The paper presents  the study  of  young consumer`s  perception and attitudes  regarding healthy lifestyle, particularly  consumption  of   fitness services in Georgia.  The   study relies   on the  different scientific publications on social marketing, consumer`s behavior and marketing promotions. The  research  underlines, that   the effective   social marketing campaigns   should be based on the triangle of  interventions: education, marketing, and law.  Research revealed  the  strong relationship  between youth`s  physical activity,  health and  education through the use of social marketing approach. Lack of knowledge about the  significance  of  physical education at Georgian public schools and universities  makes barriers  for    popularization  of fitness service among  younger   audiences. There is a  need to  change behavior of the  youth, to identify the  different needs  and preferences,  which should be linked directly with creation  of customer oriented affords. The  survey emphasizes the significant role  of integrated  marketing communications  for  increasing  demand  of young people on the health products.   The research  notes,  that  social media  could  be  a driving force for the  long-term customer  retention, financial performance and business continuity in this field. Collaborative working between civil society, government, private sector and media will increase    motivation  of youth to engaging    in health behavior change.