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97 MKT 513
97 MKT 513
97 MKT 513
Submitted To
Nasrin Akter
Professor
Department of Marketing
University of Dhaka
Submitted By
Smrity Sarker Khan
ID: RH-026-097
Section: A
Batch: 23rd
Department of Marketing
University of Dhaka
Household waste separation at source is not a new concept in developed economies. However, it
is a newly enforced scheme promoted in developing economies. Waste separation requires
behavioral changes by all participants. Behavioral change theories suggest that motivations are
essential to reinforce people’s attitude, and thus leads to changes of behavior. Waste separation is
a critical component to successful recycling management in terms of enhancing the quality of
recyclables, reducing household waste and optimizing incineration. Source separation for
recycling is one of the most crucial methods to achieving sustainable household waste
management. Most countries especially in Asia, despite intense efforts to cultivate waste
separation behavior, continue to grapple with the low level of source separation practice. Under
current situation, separating waste at source requires a behavioral change, and regulative element
is essential so that government authorities aim to achieve an increase in correctly sorted
recyclables and a decrease in missed-sorted waste through their public policy.
The marketing mix framework of 7ps developed by Booms and Bitner, serves as a guiding
principle for marketing success. Among the 7ps, promotion, a remarkable component, is
discussed here in case of behavior change regarding household waste separation at source. As it
is new to the developing countries, it is required to use promotional activities for changing the
behavior. Household members should be encouraged to separate by categories of wastage before
sending to dustbin. Posters can be used to create awareness about waste separation system at
source. Seminar on household waste separation at source can be broadcast in television. School
going children can be taught about this behavior change by the teachers. NGO based campaign
for public awareness regarding this behavior change can be promoted.
Yes, I think 7p is easily applicable for behavior change regarding household waste separation at
source.
Product: Here the change of behavior can be considered as product.
Price: The costing for household waste separation can be minimized when the waste is separated
by its category and being recycled.
Place: Every home is to be considered as place for separating waste.
Promotion: Public awareness through billboard is a good way to promote this behavior change.
People: Every household member can play this role to change the behavior regarding household
waste separation at source.
Process: Continuous feedback from household members on how they are adopting this new
behavior, providing needed dustbins to ensure the effectiveness of the whole waste separation
process.
Physical evidence: Separate dustbin for waste on the basis of category like paper, plastic and
material can be considered as physical evidence in this context.