Title |
Brand equity and willingness to pay for condoms in zimbabwe
|
---|---|
Published in |
Reproductive Health, October 2011
|
DOI | 10.1186/1742-4755-8-29 |
Pubmed ID | |
Authors |
W Douglas Evans, Noah Taruberekera, Kim Longfield, Jeremy Snider |
Abstract |
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. |
X Demographics
Geographical breakdown
Country | Count | As % |
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United States | 3 | 38% |
Unknown | 5 | 63% |
Demographic breakdown
Type | Count | As % |
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Members of the public | 10 | 125% |
Mendeley readers
Geographical breakdown
Country | Count | As % |
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United States | 1 | 1% |
Unknown | 76 | 99% |
Demographic breakdown
Readers by professional status | Count | As % |
---|---|---|
Student > Master | 14 | 18% |
Researcher | 12 | 16% |
Student > Ph. D. Student | 11 | 14% |
Student > Doctoral Student | 6 | 8% |
Other | 5 | 6% |
Other | 12 | 16% |
Unknown | 17 | 22% |
Readers by discipline | Count | As % |
---|---|---|
Social Sciences | 14 | 18% |
Business, Management and Accounting | 13 | 17% |
Nursing and Health Professions | 8 | 10% |
Medicine and Dentistry | 8 | 10% |
Economics, Econometrics and Finance | 5 | 6% |
Other | 8 | 10% |
Unknown | 21 | 27% |