Volltext verfügbar nach Anmeldung bzw. im Campus-Netz.
Market segmentation of South African adolescent girls and young women to inform HIV prevention product marketing strategy: A mixed methods study.
In: Health Marketing Quarterly, Jg. 39 (2022-04-01), Heft 2, S. 159-172
Online
academicJournal
Zugriff:
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]
Copyright of Health Marketing Quarterly is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Titel: |
Market segmentation of South African adolescent girls and young women to inform HIV prevention product marketing strategy: A mixed methods study.
|
---|---|
Autor/in / Beteiligte Person: | Crowley, Kenyon ; Dugas, Michelle ; Gao, Guodong ; Burn, Lara ; Igumbor, Kem ; Njapha, Duduzile ; Piper, Jeanna ; Veronese, Fulvia ; Agarwal, Ritu |
Link: | |
Zeitschrift: | Health Marketing Quarterly, Jg. 39 (2022-04-01), Heft 2, S. 159-172 |
Veröffentlichung: | 2022 |
Medientyp: | academicJournal |
ISSN: | 0735-9683 (print) |
DOI: | 10.1080/07359683.2021.2007587 |
Schlagwort: |
|
Sonstiges: |
|