Perceived Superiority of Female Condoms Among Female Sex Workers in India
Author(s)
Singh, Ajay
Deshpande, Sameer
Griffith University Author(s)
Year published
2013
Metadata
Show full item recordAbstract
This study emphasizes the importance of benefit orientation and the competitive advantage of benefits accrued from an improved social product vis-୶is a current social product as components of a social marketing strategy in order to improve the effectiveness of behaviour change attempts. The views towards female and male condoms of 1939 female sex workers (FSWs) from nine cities in five states of India were investigated. FSWs perceived better peer and male client support, and a more attractive marketing strategy for female condoms over male condoms and thus were likely to use female condoms.This study emphasizes the importance of benefit orientation and the competitive advantage of benefits accrued from an improved social product vis-୶is a current social product as components of a social marketing strategy in order to improve the effectiveness of behaviour change attempts. The views towards female and male condoms of 1939 female sex workers (FSWs) from nine cities in five states of India were investigated. FSWs perceived better peer and male client support, and a more attractive marketing strategy for female condoms over male condoms and thus were likely to use female condoms.
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Journal Title
International Journal of Nonprofit and Voluntary Sector Marketing
Volume
18
Issue
2
Subject
Marketing not elsewhere classified