Changing Health Behavior Of Youth Through Social Marketing (Georgian Case)

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.