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Market segmentation of South African adolescent girls and young women to inform HIV prevention product marketing strategy: A mixed methods study.
- Source :
- Health Marketing Quarterly; Apr-Jun2022, Vol. 39 Issue 2, p159-172, 14p, 2 Charts, 1 Graph
- Publication Year :
- 2022
-
Abstract
- The uptake of and adherence to HIV prevention products in South Africa has not achieved widespread success. This study aimed to develop a holistic understanding of the psychographics of adolescent girls and young women in South Africa, a primary audience for HIV prevention products, in order to inform market segmentation and marketing strategies. Extensive ethnographic analyses were complemented with a survey (n = 1,500) centered on personal care product journeys. Clustering and qualitative methods yielded six segments with measurable differences, and revealed common themes surrounding empowerment and self-determination, patriarchy, and misinformation risk. The findings enable targeted approaches for HIV prevention product campaigns. [ABSTRACT FROM AUTHOR]
- Subjects :
- HIV infections & psychology
HIV prevention
MOTHERS
SOCIAL marketing
RESEARCH methodology
SELF-perception
HUMAN sexuality
SOCIAL stigma
FAMILIES
PUBLIC health
INTERVIEWING
PREVENTIVE health services
ETHNOLOGY research
SURVEYS
SELF-efficacy
RESPONSIBILITY
HEALTH literacy
SAFE sex
SOCIOECONOMIC factors
PSYCHOLOGY of women
DESCRIPTIVE statistics
RESEARCH funding
SEX customs
MISINFORMATION
DATA analysis software
THEMATIC analysis
CONTENT analysis
STATISTICAL sampling
AIDS
HEALTH promotion
ADULTS
ADOLESCENCE
Subjects
Details
- Language :
- English
- ISSN :
- 07359683
- Volume :
- 39
- Issue :
- 2
- Database :
- Complementary Index
- Journal :
- Health Marketing Quarterly
- Publication Type :
- Academic Journal
- Accession number :
- 157070089
- Full Text :
- https://doi.org/10.1080/07359683.2021.2007587