14. 7 Situational Factors Communications situation – Sexeducation “Sex education is the process of acquiring information and forming attitudes and beliefs about sex, sexual identity, relationships and intimacy” Developing young people's skills so that they make informed choices about their behavior Sex education remains a controversial issue in the United States Purchase Situation – In advance or as needed According to our survey, a large majority of people purchase condom in advance which means that marketers have a real opportunity to influence consumers’ purchase But the purchase situation remains embarrassing for a large part of the population Usage situations – Health, pregnancy prevention or both Most of the people who used a condom reported a combination of reasons for doing so. Both disease prevention and contraception are their motivation. But, the reasons vary if we consider those within ongoing relationships versus those outside of an ongoing relationship.
15. 8 External Influences Cultural variations “Cultural values are widely held beliefs that affirm what is desirable. These values affect behaviors through norms, which specify an acceptable range of responses to specific situations” There are numerous factors which have to be taken into account in purchasing and using condoms, and these ones change across different cultures. Example: “Condom use among young Latino males and females has more to do with preventing unwanted pregnancies than with preventing infection with sexually-transmitted diseases” Values Conservative value of the American society plays a huge role in choosing to purchase/use condoms Example: Under the Bush Administration, scientific evidence on the effectiveness of condoms has been suppressed or distorted, the administration has chosen to teach abstinence as the only way to prevent the spread of AIDS
16. External Influences Demographics Behavior patterns appear to differ according to gender, age, and education level Age: The likelihood of condom use decreases as youth become older and stabilizes Gender: “Historically, sexually risky behaviors have more often been found in boys than in girls” Education: Education is a key determinant for condom use. For both men and women, condom use is positively associated with higher levels of education Group Influence Reference group –standard of reference against which oneself is compared. Group influence is even more important among teens, because most of them are looking for a behavior to adopt Example: approximately 81% of adolescents who perceive referent-group norms as supporting condom use during sexual intercourse were frequent condom users RECOMMENDATION Commercials targeting women – A large majority of condoms ads are addressed to men. Usually the scenario is made as the condom make them attractive to women. But in a value-changing society, men are not anymore the only one to take the decision of using a condom. And women play a huge role in the “negotiation” of condom use. 9
24. Destigmatising the condom Despite high levels of knowledge about sexual health, condoms are only used for 24% of sex acts (1 billion sex acts per year unprotected) Daniels performed a study with the following results: Most consumers still view sex as shameful and dirty, and hence condoms are perceived as a shameful product More surprisingly, it was found that men really dislike condoms because of the emasculating effect of preventing procreation. Using a condom actually disrupts the male brain RECOMMENDATION: Use hyper-masculinity in commercials to reduce the perception of condoms as emasculating products. Describe the pleasure-enhancing features, not just the health benefits of Trojan condoms
25. Motives Pregnancy prevention is a manifest motive because it is freely known and admitted STD prevention is a latent motive because consumers are hesitant to admit that the are concerned that their partner might be diseased
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27. In the case of pregnancy prevention, this magnitude is extremely significant
28. The consumer is very aware of the problem, making it an Active Problem
29. Another form of problem recognition is called variety seeking
30. A consumer may become bored with one type of condom and search for an alternativeRECOMMENDATION: Trojan must work to retain these customers within the brand. Marketing strategies should be geared towards increasing awareness of unique features that Trojan offers exclusively, such as their new pleasure-enhancing lubricated “Climax” condom.
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32. Evaluative criteria for condoms could be perceived reliability, price, or size.The consumer might use the following sources of information: -Memory: The consumer could use past experiences, such as a bad experience with a defective condom or a good experience with a lubricated condom, to make a decision -Personal sources: The consumer could ask for a recommendation from a friend or recall previous advice -Independent sources: The consumer may have read a study on the effectiveness of a certain type of condom, and uses this to evaluate his or her options -Marketing sources: The consumer may base their decision on a previously viewed advertisement -Experiential sources: The consumer could request a sample for product trial
33. Information Search, cont’d Condoms are generally similar in variety and price across brands This limits the chance that a consumer will put much effort into an external search As a result, detailed descriptions on packaging is very important because that’s where the consumer will look if an external search is needed A consumer who views condoms negatively will also be less likely to put effort into an external search
34. 17 Alternative Evaluation and Selection Attribute Material Latex Non-latex Lube Climax Control Lubricated Non-lubricated Spermicidal Warming Size Extra Large Large Regular Designs Extra sensitive Extra sensitive Mutual stimulation Roomier Standard design Textured Transmit body heat Competitors Durex Pleasures Plus LifeStyles Trustex Inspiral Other Methods Birth Control Abstinence
Femalerespondentsshowed a preference for product information availability as an influence of their brand decision. As with the males, the second mostpopular influence was a free sampleoffer.
Instrumental performance It either works or breaks
