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Condom Usage  &  Behaviour Study Prepared for: JC04-03231, September 2004
Flow  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Abbreviation
Introduction
Introduction ,[object Object],[object Object],[object Object]
Research Objectives
Marketing Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Research Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Research Design & Methodology
Methodology ,[object Object],[object Object],Stage I Mapping of High Risk Target groups FSW/MSM/IDU/PLWA/MB, etc Stage II Mapping of High Risk Locations:  Bars / Nightclubs / Bia Om /  Massage / Beauty Parlours / High streets / Stations / Hotels / Guesthouses, etc
Sample Size & Locations Total number of interviews: N = 1,415 + N = 240 Call backs = 1,655 ,[object Object],[object Object]
Targets Definition – Eight (8) distinctive groups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Targets Definition – Eight (8) distinctive groups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Executive Summary
Executive Summary ,[object Object],[object Object],[object Object]
Understanding the Target Group Profile
Target Groups Profile Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Target Groups Profile Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of Alcohol & Drug Taking Behaviours ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of Alcohol & Drug Taking Behaviours ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of Risk Protection without condom ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of Risk Protection without condom ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of HIV Understanding & Perception ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of communication consumption ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of communication consumption ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sexual Behaviours & Condom Usage
Summary of sexual history & sex partners ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of sex partners  Transmission risk   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of Condom Usage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of Importance of Condoms ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of Condom perception ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of motivators / Barriers for usage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Condom Purchase Behaviours
Summary of Condom purchase behaviours ,[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of  Condom purchase behaviours ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of Condom Price   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of condom features & appeal  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of Lubricant Usage and Perception ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Feedback on Tested Samples
Summary of Feedback on product samples ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of  sachet lubricant ,[object Object],[object Object],[object Object],[object Object]
Brand Health & Brand Share
Summary of brand health ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of  brand association ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of  brand association ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
OK Brand Summary  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 8 Summary – Brand health & association ,[object Object],[object Object],[object Object],[object Object],[object Object]
Summary of  Objectives
Objective 1:  determining incidence of usage based on setting assumptions for parameter setting Age  15 to 50 abstinence 5% Condon usage Per encounter Sexual behavior High / low risk Definitions must be examined to identify volume
Objective 1 To determine incidence of usage per sexual encounter by target groups - Condom usage incidence ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Condom usage & perception
Objective 2 To estimate number of condoms used by commercial sex trade during the average day/week/month ,[object Object],[object Object],[object Object]
Objective   3 To determine condom brand market share in studied areas and by target groups ,[object Object],Mostly the same in all markets & for all targets
Objective 4 To determine what condom features appeal to the targets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Objective 5 To understand the price sensitivity of new and existing condom brands across target groups  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Price matrix High Low 3,000vnd 500vnd 1,500 750vnd 2000 Fiesta Realistic price for most Perceived  Quality  Realistic MSTC Price Quality Lube sachet Perceived av. Condom Price = 1,200 vnd
Objective 6 To determine accessibility and availability of condoms in studied areas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Objective 7 To determine attitudes towards condom ads and promotions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Objective 8  To understand present awareness, use of lubricants and willingness to pay ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Research Findings
Section 1:  Understanding the Target Group Profile
Demographics
The target profile - IDU and FSW are the youngest in the sample  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Profile – by locations  ,[object Object],[object Object],[object Object],[object Object]
Marital Status   ,[object Object],[object Object],[object Object],[object Object]
Profile by Perceived Risk groups  ,[object Object],[object Object]
Profile – among HIV/AIDS savvy group ,[object Object],[object Object]
Female Sex Workers focus - Demographics and Client’s Profile -
FSW focus – Demographics ,[object Object],[object Object],[object Object]
FSW category ,[object Object],[object Object],[object Object]
FSW in the commercial sex trade  ,[object Object],[object Object],[object Object],[object Object],56%
FSW in the commercial sex trade – Client Profile & Condom habits ,[object Object],[object Object],[object Object],[object Object]
FSW in the commercial sex trade  ,[object Object],[object Object]
Community Members focus - Demographics and Sex Partners -
Community Member (CM) focus - Demographics ,[object Object],[object Object],[object Object]
Community Member – Sex partners Irregular partners ,[object Object]
Community Member – Sex partners by locations There is a higher percentage of irregular female partners among CM group in Hanoi, Quang Ninh and Danang.
Male Sex Trade Clients (MSTC) focus - Demographics and Sex Partners -
Male Sex Trade Client (MSTC) focus - Demographics ,[object Object],[object Object],[object Object]
Male Sex Trade Client (MSTC) focus – Sex partners ,[object Object]
Mobile group focus - Demographics and Sex Partners -
Mobile target (MB) focus - Demographics ,[object Object],[object Object]
Mobile target (MB) focus – Sex partners ,[object Object]
Summary – Profile of the target groups ,[object Object],[object Object]
Their Alcohol and Drug-Taking Behaviour
Alcoholic Usage  ,[object Object],[object Object]
Drug-Taking Behaviour  ,[object Object],[object Object]
Drug-Taking Behaviour – Current use ,[object Object],[object Object],[object Object],[object Object]
Form of drug used  ,[object Object],[object Object],[object Object]
Form of drug use – by locations ,[object Object],[object Object]
Length of drug injecting among IDU ,[object Object],More than 1 year  71%
Frequency of drug injections among IDU ,[object Object],82% more than  3 times a week
Syringe sharing behaviour amongst injecting drug users ,[object Object],[object Object]
Their Perception of Risk
Understanding of risk if no condom is used with irregular sex partners ,[object Object]
Understanding of Risk by targets & locations ,[object Object],[object Object]
Reasons for perceived risk ,[object Object],[object Object],[object Object]
Reasons for perceived “low-risk” and “no risk” ,[object Object]
Perceived risk of current sexual behaviour ,[object Object],[object Object],[object Object]
Perceived risk of current sexual behaviour ,[object Object],[object Object]
Perceived risk of current sexual behaviour –  by target groups ,[object Object],[object Object],[object Object]
HIV/AIDS Understanding & Perception
HIV/AIDS awareness – personal link with HIV/AIDS  A large proportion are already aware of HIV/AIDS in the society. This figure is significantly higher in Cantho, Quang Ninh and Hai Phong
Most are aware of at least one HIV/AIDS case ,[object Object],[object Object]
Understanding of HIV/AIDS Issues - By Target Groups ,[object Object]
Section 1 Summary – Knowledge of HIV/AIDS & Risk Behaviours ,[object Object],[object Object]
Their Media Habits
Top 10 TV Channels most often watched  ,[object Object],[object Object]
However, it’s the local stations that are often turned on ,[object Object]
TV Programs Watched  ,[object Object],[object Object]
TV Programs Watched vary across target groups
Newspapers/ Magazines  ,[object Object],[object Object],[object Object]
Communication Channel
Condom Communication Awareness ,[object Object]
Condom Communication Awareness ,[object Object]
Condom Source of Information ,[object Object],[object Object],[object Object]
Condom Source of Information by Locations ,[object Object],[object Object],[object Object]
Reliable Source of Information for Condoms ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Indifferent  3% Interested in more condom information 79% Not interested about condom information 18% ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Total sample = 100%
Section 1 Summary – Communication channel ,[object Object],[object Object],[object Object]
Section 2:  Sexual Behaviour & Sex Partners
Sexual History
Age of 1 st  sex All experienced their first sex at an early age. Most were before 20.     Safe sex practices and HIV/AIDS prevention education should be aimed at the youth, and reflect youth values Average Age 18 19 18 20 22 19 20 20
First sex partner ,[object Object],[object Object],[object Object],[object Object],[object Object],NON-COMMERCIAL 21% COMMERCIAL 16% REGULAR 63%
First sex partner varies across groups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
First sex partner – differences by locations ,[object Object],[object Object],[object Object],[object Object]
Number of Sex Partners and Types of Partners over a Period of Time
Sex Partners & number of partners ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Types of Partners ,[object Object],[object Object]
PLWA – Sex partners  ,[object Object],[object Object],Before HIV  diagnose  After HIV diagnose
Sex Contact Venues  ,[object Object]
Sex Contact Venues  ,[object Object]
Sex Contact Venues  ,[object Object]
Sex frequency ,[object Object]
Sexual behaviours amongst target groups ,[object Object],[object Object],[object Object]
MSM Sex Behaviours ,[object Object],[object Object],[object Object]
Section 2 Summary – Sexual behaviours & sex partners ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 2 Summary – Sex venues & Forms of practice ,[object Object],[object Object],[object Object],[object Object]
Section 3:  Condom Usage & Behaviours
Usage of condom  Have never used  6% Ever used condoms 94% Their profile ,[object Object],[object Object],[object Object],CONDOM USAGE Base: All respondents (n=1,415)
Non-Users profile
Condom habits among MSM 59% 19% 72% 20% Oral (n=72)  41%  Anal (n=63)  81% Hand-sex (n=67)  28% Masturbation (n=35)  80% MSM (N=75) From “rarely” to “every time” Never Many MSM do not understand the risk of unprotected sex among MSM
Condom use during last MSM sex is low  Condom during last MSM sex (N=75) 72% 28% 28% 72% 72% 28% 57% Yes No 43% Total (n=75) Hanoi (n=25 * ) HCMC (n=25 * ) Danang (n=25 * ) Note:  *  small base ,[object Object]
Condom incidence per sexual intercourse By target groups
With spouse or live-in partners in past one month ,[object Object]
With spouse or live-in partners in past one week ,[object Object],[object Object]
With Male Commercial Partners in past one month ,[object Object]
With male commercial partners in past one week
With female commercial partners in past one month ,[object Object]
With female commercial partners in past one week ,[object Object]
With female non-commercial partners in past one month ,[object Object],[object Object]
With female non-commercial partners in past one week ,[object Object],[object Object],[object Object]
With male non-commercial partners in past one month ,[object Object]
With male non-commercial partners in past one week ,[object Object]
Condom Usage How, when, who
Condom usage – When? ,[object Object],[object Object]
Condom usage – Who decides? ,[object Object],[object Object],[object Object]
Condom usage – by target groups ,[object Object],[object Object]
Condom at First Sex Who used? Who did not?
Condom at 1st sex ,[object Object],[object Object],[object Object]
Condom at 1st sex – by target groups ,[object Object],[object Object]
Age of first sex without condom  ,[object Object],[object Object]
The Importance of Condom  To Use or Not To Use?
Condom or not with Regular Partner ,[object Object]
Condom or not with Male Commercial Partners ,[object Object],[object Object],[object Object]
Condom or not with Female Commercial Partners ,[object Object],[object Object],[object Object]
Condom or not with Irregular Male Partners ,[object Object],[object Object]
Condom or not with Irregular Female Partners ,[object Object],[object Object]
Condom or not - by those who did not use condom at first sex More than half of those who did not use a condom at first sex recognize the importance of protected sex with sex workers. Commercial partners
Condom or not – By those who used condom at 1 st  sex According to those who used a condom at first sex, the use of a condom in sex with commercial partners is considered a “must. However, at 70%, this figure is expected to increase in the future. Commercial partners
Condom Perception Attitudes and Beliefs Towards Condom
Perception of condom Half of the survey sample believes that users have diseases. Key function of condom is limited to pregnancy prevention. Seen as a stigma to those who use Emotive benefits of condoms are not yet established
Perception of condom – by cities Almost all think of condom as a “pregnancy prevention” Controversial opinion about condoms, especially in Hai Phong for it can be seen as setting the mood and prolonging sex performance, but it is also believed to reduce pleasure of sex and make sex less fun. It is more “fun’ in Cantho
Perception of condom  –  by users and non-users of condoms Minor differences between how condoms are perceived by users and non-users, especially in terms of “fun”, “trust partners” and “users of condom have diseases”  People who use condoms do not trust their partner  Condoms help prevent undesirable pregnancy  People use condoms when  they have a disease  Condoms make sex more fun Condoms tend to break easily Use of a condom takes away the pleasure  of sex  Condom makes lovemaking last  longer  Condoms with extra features help set  the mood for sex
Aware of subsidized condoms ,[object Object],[object Object]
Aware of subsidized condoms – by locations ,[object Object]
Perception of subsidized condoms ,[object Object],[object Object]
Perception of subsidized condoms – by target groups    There is some confusion about the quality of subsidized condoms. Nearly 80% of PLWA think these condoms are free. This perception is higher among CM and FSW groups. “ Strictly supervised quality” is a strong belief held by many across the target groups.  They also think that subsidized condoms are cheaper than other commercial ones.
Condom Motivators & Barriers Reasons to Use or Not to Use condoms
Condom Motivators – Reasons to use ,[object Object],[object Object],[object Object],[object Object],[object Object]
Condom Barriers – Why not condoms? ,[object Object],[object Object],Would not use in future (54%) Would use in future (28%)
Section 3 Summary – Condom usage incidence ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Section 3 Summary – Condom usage & perception
Section 3 Summary – Condom motivators & barriers ,[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4:   Condom Purchase Behaviours
Condom Purchase History ,[object Object],Buying history 74 26 66 34 0 10 20 30 40 50 60 70 80 Yes No Base: All Bought P3M (n=1415) Bought P1M (n=1415)
Condom Purchase History – by target groups Half of female community members did not buy condoms in past one or three months     the behaviour has not yet become habitual. FSW (n=350)  MSM (n=75)  IDU (n=75)  CM (male) (n=330)  CM (female) (n=120)  PLWA (n=75) MSTC (n=300) MB (n=90)
Reasons for no purchase ,[object Object]
Purchase interest among non-buyers ,[object Object],[object Object]
Purchase interest among non-buyers – by targets ,[object Object],[object Object]
Number of purchases in past one month ,[object Object]
Number of purchases in past one month ,[object Object]
Number of condoms bought last time ,[object Object],[object Object]
Number of condoms bought last time ,[object Object],[object Object]
Purchase Frequency ,[object Object]
Purchase Frequency – by targets ,[object Object],[object Object]
Where to get condoms ,[object Object]
Why pharmacies? ,[object Object]
Condom Pack Types and Pack Sizes ,[object Object],[object Object]
Condom Pack Types and Pack Sizes – by targets ,[object Object],[object Object]
Section 4 Summary – Condom purchase behaviours ,[object Object],[object Object],[object Object],[object Object],[object Object]
Section 4 Summary – Condom purchase behaviours ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 5:   Condom Price Sensitivity
Price paid last purchase – much higher than retail price Lowest possible is VND 1,000 Highest paid by Sex Trade Client  with VND 2,000+
Current price of condoms is considered reasonable or cheap
Price Sensitivity Meter – About the analysis (Van Westendorp) ,[object Object],[object Object],At what price would you consider a condom to be TOO EXPENSIVE that you would not consider buying it? At what price would you consider a condom to be TOO CHEAP that it would be of poor quality? At what price would you consider a condom to be EXPENSIVE but still be possible to buy regularly? At what price would you consider a condom to be INEXPENSIVE/CHEAP but still of acceptable quality? Four price-related questions are asked…
About the analysis – PSM (2) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Price Sensitivity Meter to most respondents, the  lowest reasonable price for a condom is  VND650 Lowest reasonable price (PMC) is  VND 600   (Neither expensive or too cheap) Perceived normal price (IPP) is  VND 700-1000   (Neither Inexpensive or expensive) Optimal price (Penetration price) is  VND 1,000   (Neither too cheap or too expensive) Highest reasonable price (PME) is  VND 3000  ( Neither inexpensive or too expensive) Premium price (≥VND 4000)
Price Expectation – Very close to what the target expected We’re here!
Price sensitivity among Female Sex Workers Lowest reasonable price (PMC) is  VND 550   (Neither expensive or too cheap) Perceived normal price (IPP) is  VND 750   (Neither Inexpensive or expensive) Highest reasonable price (PME) is  VND 1800  ( Neither inexpensive or too expensive) Premium price (≥VND 4000)  Optimal price (Penetration price) is  VND 1,200   (Neither too cheap or too expensive)
Section 5 Summary – Condom Price ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 6 :  Condom Needs - Features & Consideration  -
Reputation  would be first considered when buying condoms ,[object Object],[object Object],Product Features Image  Product Performance
What does “ reputable quality”  mean to the targets? ,[object Object]
Factors considered in different locations ,[object Object],[object Object]
Factors considered when buying condoms amongst FSW ,[object Object],Product Features Image  Product Performance
Factors considered when buying condoms amongst MSM ,[object Object],[object Object],Product Features Image  Product Performance
Factors considered when buying condoms amongst IDU ,[object Object],Product Features Image  Product Performance
Factors considered when buying condoms amongst CM males ,[object Object],Product Features Image  Product Performance
Factors considered when buying condoms amongst CM females ,[object Object],Product Features Image  Product Performance
Factors considered amongst PLWA ,[object Object],Product Features Image  Product Performance
Factors considered amongst MSTC ,[object Object],Product Features Image  Product Performance
Factors considered amongst MB  ,[object Object],Product Features Image  Product Performance
Section 6 Summary – Condom features & consideration ,[object Object],[object Object],[object Object]
Lubricant Usage and Perception
Lubricant Usage Incidence ,[object Object],[object Object],[object Object],Base: Total sample (n=1415)
Familiar with lubricant – by target groups  ,[object Object]
Lubricant Usage Incidence ,[object Object]
Lubricant usage – what is used as lubricant? ,[object Object],[object Object],[object Object]
Reasons to Use Lubricant ,[object Object],[object Object],[object Object]
Usage Interest among Non-Users of Lubricant ,[object Object],[object Object],[object Object],[object Object],Not interested 30% Interested 67% Base: Those who are not familiar with lubricant (n=1210) ,[object Object],[object Object],[object Object],   The above indicates that “benefits of lubricant” must be effectively communicated to the targets to trigger trials with strong emotional benefits as ‘reasons to use’
Interest in lubricant bundled with condoms ,[object Object],[object Object],[object Object]
Interest in lubricant bundled with condoms – by targets ,[object Object]
How interested are they in our lubricant sachet? ,[object Object],[object Object],Not interested 24% Interested 74% Base: Those who are not familiar with lubricant (n=1210)
Section 6 Summary - Lubricant ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 7:   Feedback on samples
Overall ranking ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Condom Samples Specifics  Feedback on Tested Condoms and Price Expectation
Preferred samples – Partner’s feedback on  Fiesta Strawberry ,[object Object],[object Object]
Preferred samples – Overall Impression on  Fiesta Strawberry ,[object Object],[object Object],[object Object]
Preferred samples – Partner’s feedback on  Frenzy Mint ,[object Object]
Preferred samples – Overall Impression on  Frenzy Mint ,[object Object]
Preferred samples – Partner’s feedback on  Frenzy Orange ,[object Object]
Preferred samples – Overall Impression on  Frenzy Orange ,[object Object]
Preferred samples – Partner’s feedback on  Frenzy Banana ,[object Object]
Preferred samples – Overall Impression on  Frenzy Banana ,[object Object],[object Object],[object Object],[object Object]
Price willing to pay for 3 most liked samples ,[object Object],[object Object]
Lubricant Sachet Specifics  Feedback and Price Expectation
Lubricant Sachet – Partner’s feedback ,[object Object],[object Object]
Price willing to pay for lubricant sample – after trial ,[object Object],[object Object],[object Object]
Section 7 Summary – Feedback on product samples ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Section 8:   Brands Building
Condom Brand Health,  Brands Strengths & Weaknesses
Brand & Ad Awareness ,[object Object],[object Object]
Brand Awareness by Locations ,[object Object],[object Object],[object Object]
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Case dkt

  • 1. Condom Usage & Behaviour Study Prepared for: JC04-03231, September 2004
  • 2.
  • 5.
  • 7.
  • 8.
  • 9. Research Design & Methodology
  • 10.
  • 11.
  • 12.
  • 13.
  • 15.
  • 16. Understanding the Target Group Profile
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26. Sexual Behaviours & Condom Usage
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 40.
  • 41.
  • 42. Brand Health & Brand Share
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48. Summary of Objectives
  • 49. Objective 1: determining incidence of usage based on setting assumptions for parameter setting Age 15 to 50 abstinence 5% Condon usage Per encounter Sexual behavior High / low risk Definitions must be examined to identify volume
  • 50.
  • 51.
  • 52.
  • 53.
  • 54.
  • 55.
  • 56. Price matrix High Low 3,000vnd 500vnd 1,500 750vnd 2000 Fiesta Realistic price for most Perceived Quality Realistic MSTC Price Quality Lube sachet Perceived av. Condom Price = 1,200 vnd
  • 57.
  • 58.
  • 59.
  • 61. Section 1: Understanding the Target Group Profile
  • 63.
  • 64.
  • 65.
  • 66.
  • 67.
  • 68. Female Sex Workers focus - Demographics and Client’s Profile -
  • 69.
  • 70.
  • 71.
  • 72.
  • 73.
  • 74. Community Members focus - Demographics and Sex Partners -
  • 75.
  • 76.
  • 77. Community Member – Sex partners by locations There is a higher percentage of irregular female partners among CM group in Hanoi, Quang Ninh and Danang.
  • 78. Male Sex Trade Clients (MSTC) focus - Demographics and Sex Partners -
  • 79.
  • 80.
  • 81. Mobile group focus - Demographics and Sex Partners -
  • 82.
  • 83.
  • 84.
  • 85. Their Alcohol and Drug-Taking Behaviour
  • 86.
  • 87.
  • 88.
  • 89.
  • 90.
  • 91.
  • 92.
  • 93.
  • 95.
  • 96.
  • 97.
  • 98.
  • 99.
  • 100.
  • 101.
  • 103. HIV/AIDS awareness – personal link with HIV/AIDS A large proportion are already aware of HIV/AIDS in the society. This figure is significantly higher in Cantho, Quang Ninh and Hai Phong
  • 104.
  • 105.
  • 106.
  • 108.
  • 109.
  • 110.
  • 111. TV Programs Watched vary across target groups
  • 112.
  • 114.
  • 115.
  • 116.
  • 117.
  • 118.
  • 119.
  • 120. Section 2: Sexual Behaviour & Sex Partners
  • 122. Age of 1 st sex All experienced their first sex at an early age. Most were before 20.  Safe sex practices and HIV/AIDS prevention education should be aimed at the youth, and reflect youth values Average Age 18 19 18 20 22 19 20 20
  • 123.
  • 124.
  • 125.
  • 126. Number of Sex Partners and Types of Partners over a Period of Time
  • 127.
  • 128.
  • 129.
  • 130.
  • 131.
  • 132.
  • 133.
  • 134.
  • 135.
  • 136.
  • 137.
  • 138. Section 3: Condom Usage & Behaviours
  • 139.
  • 141. Condom habits among MSM 59% 19% 72% 20% Oral (n=72) 41% Anal (n=63) 81% Hand-sex (n=67) 28% Masturbation (n=35) 80% MSM (N=75) From “rarely” to “every time” Never Many MSM do not understand the risk of unprotected sex among MSM
  • 142.
  • 143. Condom incidence per sexual intercourse By target groups
  • 144.
  • 145.
  • 146.
  • 147. With male commercial partners in past one week
  • 148.
  • 149.
  • 150.
  • 151.
  • 152.
  • 153.
  • 154. Condom Usage How, when, who
  • 155.
  • 156.
  • 157.
  • 158. Condom at First Sex Who used? Who did not?
  • 159.
  • 160.
  • 161.
  • 162. The Importance of Condom To Use or Not To Use?
  • 163.
  • 164.
  • 165.
  • 166.
  • 167.
  • 168. Condom or not - by those who did not use condom at first sex More than half of those who did not use a condom at first sex recognize the importance of protected sex with sex workers. Commercial partners
  • 169. Condom or not – By those who used condom at 1 st sex According to those who used a condom at first sex, the use of a condom in sex with commercial partners is considered a “must. However, at 70%, this figure is expected to increase in the future. Commercial partners
  • 170. Condom Perception Attitudes and Beliefs Towards Condom
  • 171. Perception of condom Half of the survey sample believes that users have diseases. Key function of condom is limited to pregnancy prevention. Seen as a stigma to those who use Emotive benefits of condoms are not yet established
  • 172. Perception of condom – by cities Almost all think of condom as a “pregnancy prevention” Controversial opinion about condoms, especially in Hai Phong for it can be seen as setting the mood and prolonging sex performance, but it is also believed to reduce pleasure of sex and make sex less fun. It is more “fun’ in Cantho
  • 173. Perception of condom – by users and non-users of condoms Minor differences between how condoms are perceived by users and non-users, especially in terms of “fun”, “trust partners” and “users of condom have diseases” People who use condoms do not trust their partner Condoms help prevent undesirable pregnancy People use condoms when they have a disease Condoms make sex more fun Condoms tend to break easily Use of a condom takes away the pleasure of sex Condom makes lovemaking last longer Condoms with extra features help set the mood for sex
  • 174.
  • 175.
  • 176.
  • 177. Perception of subsidized condoms – by target groups  There is some confusion about the quality of subsidized condoms. Nearly 80% of PLWA think these condoms are free. This perception is higher among CM and FSW groups. “ Strictly supervised quality” is a strong belief held by many across the target groups. They also think that subsidized condoms are cheaper than other commercial ones.
  • 178. Condom Motivators & Barriers Reasons to Use or Not to Use condoms
  • 179.
  • 180.
  • 181.
  • 182.
  • 183.
  • 184. Section 4: Condom Purchase Behaviours
  • 185.
  • 186. Condom Purchase History – by target groups Half of female community members did not buy condoms in past one or three months  the behaviour has not yet become habitual. FSW (n=350) MSM (n=75) IDU (n=75) CM (male) (n=330) CM (female) (n=120) PLWA (n=75) MSTC (n=300) MB (n=90)
  • 187.
  • 188.
  • 189.
  • 190.
  • 191.
  • 192.
  • 193.
  • 194.
  • 195.
  • 196.
  • 197.
  • 198.
  • 199.
  • 200.
  • 201.
  • 202. Section 5: Condom Price Sensitivity
  • 203. Price paid last purchase – much higher than retail price Lowest possible is VND 1,000 Highest paid by Sex Trade Client with VND 2,000+
  • 204. Current price of condoms is considered reasonable or cheap
  • 205.
  • 206.
  • 207. Price Sensitivity Meter to most respondents, the lowest reasonable price for a condom is VND650 Lowest reasonable price (PMC) is VND 600 (Neither expensive or too cheap) Perceived normal price (IPP) is VND 700-1000 (Neither Inexpensive or expensive) Optimal price (Penetration price) is VND 1,000 (Neither too cheap or too expensive) Highest reasonable price (PME) is VND 3000 ( Neither inexpensive or too expensive) Premium price (≥VND 4000)
  • 208. Price Expectation – Very close to what the target expected We’re here!
  • 209. Price sensitivity among Female Sex Workers Lowest reasonable price (PMC) is VND 550 (Neither expensive or too cheap) Perceived normal price (IPP) is VND 750 (Neither Inexpensive or expensive) Highest reasonable price (PME) is VND 1800 ( Neither inexpensive or too expensive) Premium price (≥VND 4000) Optimal price (Penetration price) is VND 1,200 (Neither too cheap or too expensive)
  • 210.
  • 211. Section 6 : Condom Needs - Features & Consideration -
  • 212.
  • 213.
  • 214.
  • 215.
  • 216.
  • 217.
  • 218.
  • 219.
  • 220.
  • 221.
  • 222.
  • 223.
  • 224. Lubricant Usage and Perception
  • 225.
  • 226.
  • 227.
  • 228.
  • 229.
  • 230.
  • 231.
  • 232.
  • 233.
  • 234.
  • 235. Section 7: Feedback on samples
  • 236.
  • 237. Condom Samples Specifics Feedback on Tested Condoms and Price Expectation
  • 238.
  • 239.
  • 240.
  • 241.
  • 242.
  • 243.
  • 244.
  • 245.
  • 246.
  • 247. Lubricant Sachet Specifics Feedback and Price Expectation
  • 248.
  • 249.
  • 250.
  • 251. Section 8: Brands Building
  • 252. Condom Brand Health, Brands Strengths & Weaknesses
  • 253.
  • 254.

Editor's Notes

  1. Ladies & Gentlemen – thank you for listening