SOCIAL MARKETING AND DEMOGRAPHIC INFLUENCE IN TRANSMISSION OFHUMAN IMMUNO VIRUS: A STUDY OF ANTI-RETROVIRAL THERAPY CLINIC INMAIDUGURI METROPOLIS

Abstract

Changes in the size and structure of human society influence the behavior of the inhabitant
of the society. This is made possible by the use of social marketing approach to harness
the changes in HIV patients’ behavior at ART Clinic in Maiduguri Metropolis. Simple
percentage was used to determine the demographic/socio-economic characteristics model
while Likert scale was used to evaluate the extent of demographic influence on HIV
patients. The result by Pearson X2 shows that the demographic model used is statistically
significant, courtesy of social marketing reaching out to the audience target. Despite the
positive result, it is recommended that the ART Clinic should be strengthened and
reinvigorated for continuous knowledge and updating of the society because prevention is
better than cure.