Market segmentation of South African adolescent girls and young women to inform HIV prevention product marketing strategy: A mixed methods study.
Health Mark Q
; 39(2): 159-172, 2022.
Article
em En
| MEDLINE
| ID: mdl-34895110
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.
Palavras-chave
Texto completo:
1
Base de dados:
MEDLINE
Assunto principal:
Infecções por HIV
Tipo de estudo:
Qualitative_research
País/Região como assunto:
Africa
Idioma:
En
Revista:
Health Mark Q
Ano de publicação:
2022
Tipo de documento:
Article
País de afiliação:
Estados Unidos