南非少女和年轻妇女的市场细分告知艾滋病毒预防产品营销策略:一项混合方法研究。

Q3 Health Professions

Health Marketing Quarterly Pub Date : 2022-04-01 Epub Date: 2021-12-13 DOI:10.1080/07359683.2021.2007587

Kenyon Crowley, Michelle Dugas, Guodong Gordon Gao, Lara Burn, Kem Igumbor, Duduzile Njapha, Jeanna Piper, Fulvia Veronese, Ritu Agarwal

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引用次数: 3

摘要

在南非，艾滋病毒预防产品的使用和坚持并没有取得广泛的成功。这项研究的目的是全面了解南非的少女和年轻妇女的心理状况，这是艾滋病毒预防产品的主要受众，以便为市场细分和营销策略提供信息。广泛的人种学分析辅以以个人护理产品旅程为中心的调查(n = 1,500)。聚类和定性方法产生了六个具有可测量差异的部分，并揭示了围绕授权和自决，父权制和错误信息风险的共同主题。这些发现为艾滋病毒预防产品宣传提供了有针对性的方法。

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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.

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.

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来源期刊

Health Marketing Quarterly Health Professions-Health Professions (all)

CiteScore

2.10

自引率

0.00%

发文量

期刊介绍： Health Marketing Quarterly is directed at academicians and practitioners who are concerned with the concepts, practice, and research of health care marketing in today"s complex environment. The journal addresses important contemporary issues in the use of marketing by health care organizations like hospitals, individual practitioners, and public health care organizations. This includes the use of marketing to promote, position, deter, enhance health care organizations/issues, and the development of the marketing literature on both a conceptual and empirical basis.