SOCIAL MARKETING AND YOUTH BUYING HABITS IN FEDERAL POLYTECHNIC, ILARO- OGUN STATE

*Fortune Ugochukwu Abiaziem¹ and Olumakinwa Adebayo Opeoluwa²

ABSTRACT

This study appraised the effect of social marketing on youths buying habits in higher institutions using the Federal Polytechnic, Ilaro in Ogun State as a study. The objectives were to ascertain the effect of peer groups, discover the relationship between family ties, discover the place of value system and determine the effect of technology on youth buying habits. This study adopted survey design which focused on the students at the Federal Polytechnic Ilaro with a population of 12,867. The researchers adopted stratified  and purposive sampling techniques which drew  15 respondents from the 33 departments in the institution totaling a sample size of 495respondents. A 6 point Likert scale questionnaire design was used to collect information. Data were analyzed using simple percentage and regression analysis adopted to test the hypotheses with the aid of SPSS (v 23). It was discovered that there is an association between the variables and youth buying habits. It was recommended that social marketers should pay attention to use of adaptation of societal values as it has a huge relationship on youths as many are brought up with these values which in return has a tremendous effect on how they buy.

Keywords: Social Marketing, Family, Peer Group, Values, Technology and Youths Buying Habits.