Factors influencing social marketing in the reproductive health sector in Kenya: a case study of male branded condoms.

Abstract

The academic thinking on Social Marketing draws mainly fr.om the developing countries with many studies addressing the broader concept of social marketing. This study therefore sought to determine the Factors Influencing Social Marketing in the Reproductive Sector in Kenya by focusing on male branded condoms. Three objectives were pursued. These were: a) To determine the extent of social marketing practices by I organizations in the reproductive health sector in Kenya b) To determine factors that contribute to successful social marketing by these organizations c) To identify constraints faced by these organizations i.i applying social marketing tools • I Primary data was collected through a semi-structured questionnaire which , 1 was administered to a census population of six organizations. The data was analyzed using descriptive statistics including proportions, percentages and tabulations and further correlation "and content analyses between the demographic data and social marketing relationships were explored: i~ The findings revealed that Social Marketing IS indeed perceived as a .' complimentary tool to commercial marketing. In essence, Social Marketing is a vital tool in creating positive perception and increasing the acceptability \ of products and services to encourage beneficial behaviour among segments of population under-served by existing public and private systems. The study found there were both positive and negative factors that had an impact on Social Marketing practices. Branding, accessibility and social support, increased promotion and communication activities led ':0 an increase in social marketing of condoms. Also evident was the risk perception and fear of contracting the disease, marketing of condoms as one c f the components , - of dual protection and increased targeting of men. I On the other hand, the fear of condom failure, religious and cultural fears and gender related differentials proved to be a challenge worth overcoming if the impact of increased condom accessibility and sales were to be felt. Social bias discourages the use of products just as negative perception does . I and carefully sieved behavior change information combined with marketing in attractive ways, can greatly "increase condom acceptability and that of other like-related products. There is need for further research in this area to establish factors that can 1 lead to ~consistent condom use including the role of risk perception, social support and efficacy. A need for a parallel condon- campaign positioning the condom as important in pregnancy prevention may be necessary.