Brand equity and willingness to pay for condoms in zimbabwe
Tóm tắt
Zimbabwe suffers from one of the greatest burdens of HIV/AIDS in the world that has been compounded by social and economic instability in the past decade. However, from 2001 to 2009 HIV prevalence among 15-49 year olds declined from 26% to approximately 14%. Behavior change and condom use may in part explain this decline. PSI-Zimbabwe socially markets the Protector Plus (P+) branded line of condoms. When Zimbabwe converted to a dollar-based economy in 2009, the price of condoms was greatly increased and new marketing efforts were undertaken. This paper evaluates the role of condom marketing, a multi-dimensional scale of brand peceptions (brand equity), and price in condom use behavior. We randomly sampled sexually active men age 15-49 from 3 groups - current P+ users, former users, and free condom users. We compared their brand equity and willingness to pay based on survey results. We estimated multivariable logistic regression models to compare the 3 groups. We found that the brand equity scale was positive correlated with willingness to pay and with condom use. Former users also indicated a high willingness to pay for condoms. We found differences in brand equity between the 3 groups, with current P+ users having the highest P+ brand equity. As observed in previous studies, higher brand equity was associated with more of the targeted health behavior, in this case and more consistent condom use. Zimbabwe men have highly positive brand perceptions of P+. There is an opportunity to grow the total condom market in Zimbabwe by increasing brand equity across user groups. Some former users may resume using condoms through more effective marketing. Some free users may be willing to pay for condoms. Achieving these objectives will expand the total condom market and reduce HIV risk behaviors.
Tài liệu tham khảo
United Nations Programme on HIV/AIDS: Report on the Global AIDS Epidemic. (accessed 25 March 2011), [http://data.unaids.org/pub/GlobalReport/2008/jc1511_gr08_executivesummary_en.pdf]
Gregson S, Gonese E, Hallett TB: Evidence from a comprehensive epidemiological review. International Journal of Epidemiology. 2010, [Epub 20 April 2010]
Zimbabwe Ministry of Health and Child Welfare: Zimbabwe National HIV and AIDS. Estimates. 2009, Harare: Zimbabwe Ministry of Health and Child Welfare
Central Intelligence Agency: World Factbook. (accessed 25 March 2011), [https://www.cia.gov/library/publications/the-world-factbook/geos/zi.html]
United Nations Programme on HIV/AIDS: Launch of the 2005 AIDS Epidemic Update. (accessed 25 March 2011), [http://data.unaids.org/Media/Speeches02/SP_Piot_EPI05_21Nov05_en.pdf]
Pollard R: An Introduction to the Total Market Approach to Commodities & Services Supply in Low-income Countries. (accessed 22 March 2011), [http://www.psi.org/sites/default/files/publication_files/Concept%20Brief%20Brand%20Equity%20-%20final%202-26-10.pdf]
Evans WD, Hastings G: Public Health Branding: Recognition, Promise, and Delivery of Healthy Lifestyles. Public Health Branding: Applying Marketing for Social Change. Edited by: Evans WD, Hastings G. 2008, London, Oxford University Press
Evans WD, Longfield K, Shekhar N, Rabemanatsoa A, Reerink I: Social Marketing and Condom Promotion in Madagascar: A Case Study in Brand Equity Research. Handbook of Global Health Communication. Edited by: Obregon R, Waisboard S. 2011, Thousand Oaks, CA: Sage Publications
Calkins T: The Challenge of Branding. Kellogg on Branding. Edited by: Tybout A, Calkins T. 2005, New York: John Wiley and Sons, 1-
Keller KL, Aperia T, Georgson M: Strategic Brand Management: A European Perspective. 2008, London: Financial Times Press
Aaker D: Building Strong Brands. 1996, New York, NY: Simon & Schuster
Evans WD: BRAND-MAP (Strategic Brand Research for Management Action Planning). Population Services International Concept Paper. (accessed 21 March 2011), [http://www.psi.org/research/documents/Brand%20research%20concept%20paper_FINAL%205-1-09.pdf]
Evans WD, Price S, Blahut S: Evaluating the truth® Brand. Journal of Health Communication. 2005, 10 (2): 181-192. 10.1080/10810730590915137.
Chapman S: Evaluating Social Marketing Interventions. Evaluating Health Promotion. Edited by: Thorogood M, Coombes Y. 2004, London: Oxford University Press
Kassegne S, Kays MB, Nzohabonayo J: Evaluation of a Social marketing Intervention Promoting Oral Rehydration Salts in Burundi. BMC Public Health. 2011, [Epub 8 March 2011]
Comrey AL, Lee HB: A first course in factor analysis. 1992, Hillsdale, NJ: Lawrence Erlbaum, 2
Nyamukapa D, Jafa K: Comprehensive Condom Programming in Zimbabwe: A Key Component of the National HIV Prevention Response. (accessed 27 March 2011), [http://www.docstoc.com/docs/23988123/Comprehensive-Condom-Programming-(CCP)-in-Zimbabwe-A-Key]