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Title: Studying The Effect of Social Marketing Mix to Reduce Gas Consumption (Case Study: North &Eastern part of Shahrekord in Iran)

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Title:
Studying The Effect of Social Marketing Mix to Reduce Gas Consumption (Case Study: North &Eastern part of Shahrekord in Iran)
Author Name:
1- Hojat Fadaei, 2-Dr. Mohammad Hossein Moshref Javadi
Abstract:
In this study, using social marketing principles and utilizing the theory of planned behavior, Social marketing mix effects on gas household consumer behavior in Shahrekord have been studied in order to reduce gas consumption.This study is applicable and descriptive-field studies in nature. According to the table of Morgan and Krejcie’s sample volume determination, samples of 379 samples were suitable for this study.Since some of the questionnaires may not be returned, 385 questionnaires were distributed where 377 of them were fully completed so the research sample consisted of 377 people.Information required were collected by the questionnaire and taking a stratified random sampling method. In this study, the methods of descriptive statistics were used such as: Frequency distribution tables, the average to study and Compared data collected through questionnaires and inferential statistics, t test in a group (or individual samples), two samples t and analysis of variance (ANOVA), Pearson correlation and stepwise regression analysis. Subsequently,SPSS software was used for analysis and application of these tests and also AMOS software was used for factor analysis and structural equation modeling.
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