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Volume :38 Issue : 147 2012      Add To Cart                                                                    Download

The Role of Social Marketing in the Fight Against Smoking of Young University Students: A Field Study in Om-Al Qura University

Auther : Dr. Nehmedoh A. Thabet

     The aim of the paper is to identify the motives of smoking, attitudes and behavior, as well as smoking cessation among university students at UMM AL-QURA university. The generated information can be utilized, through multi-lateral marketing, to stimulate the development and control of social marketing  programmes in smoking cessation. The action of young students today is a predictor of the health of tomorrow's adults, the university students are easy prey to the subversive messaging of the tobacco industry. The paper recommends that efforts must be in line with quality and timing of interventions, regarding to smoking cessation, the nature of Saudi society, with a focus on market segmentation . The tobacco control programmes need to step up their efforts to reduce consumption, through raising awareness of the health issues at stake and promotion of tobacco cessation and to implement firm polices in favour of  smoke free environment.
 

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