Kenyon Crowley, Michelle Dugas, Guodong Gordon Gao, Lara Burn, Kem Igumbor, Duduzile Njapha, Jeanna Piper, Fulvia Veronese, Ritu Agarwal
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...
December 13, 2021: Health Marketing Quarterly