A study of social marketing techniques and strategies that are used to promote the female condom (Femidom) using the marketing mix concept so as to curb HIV/AIDS

Abstract

Abstract provided by author:

In Namibia, women are increasingly becoming infected with the HIV because they have remained the helpless victims of outdated cultural practices, which subject them to unconditional submission to their infected partners. This is the problem the female condom strives to answer through the effective use of Social Marketing. This research proposes to find out extensive measures and techniques that social marketing has used to promote the femidom in curbing the spread of HIV / AIDS

For the purpose of credibility in this research, the quantitative method was used so as to get valid data and try to get to the bottom of the research problem as well as answering the objectives of this research, which are mainly; a. To evaluate the effectiveness of the social marketing techniques and strategies tailored to promote the Female condom, b. To identity people's knowledge, practices and attitudes toward the Femidom so as to find possible areas to focus on when implementing the social marketing strategies for promotion of the Femidom

The other method used in conducting this research was the qualitative method where key informants from the Social Marketing Association (SMA) and National Social Marketing Organisation (Nasoma) were interviewed so as to broaden the findings and acquire enough information as much as possible concerning the study. The data collection process included a combination of interviews and questionnaires as well as the referral to other secondary data analysis

In a nutshell, this study digs deep in attempt to find out whether the social marketing techniques are strategies are really doing what it is they are supposed to be doing or there is another source of problem that is causing the discrepancy since the rate of HIV / AIDS is not reducing even after research has proven that the Femidom has been widely accepted in Namibia

According to this research, it is clear that social marketing techniques have to be put in place together with cohesive campaigns that will not only promote the product but also educate people about the Femidom and its importance. The concept of price proved to be more of a stumbling block as compared to other concepts like place, promotion and the product itself