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Analysing Condom Usage In Men - Directions For Developing A Marketing Strategy

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  • HUÈšANU Alexandra

Abstract

This paper studies male condoms usage: how do men perceive condoms and what are the perceived motivations for or against using them. Two qualitative methods were used: in-depth interviews and a netnographic study conducted on reviews and comments regarding condom brands. The results show that the main benefit sought when using condoms is protection against pregnancies, while preventing STDs is not a real concern. Also, there are many barriers against condoms usage, the strongest being trust in the partner and pleasure diminishment. In the end, we will provide some directions for developing marketing strategies for condom brands.

Suggested Citation

  • HUÈšANU Alexandra, 2020. "Analysing Condom Usage In Men - Directions For Developing A Marketing Strategy," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 72(1), pages 87-101, April.
    • Handle: RePEc:blg:reveco:v:72:y:2020:i:1:p:87-101
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    File URL: http://economice.ulbsibiu.ro/revista.economica/archive/72109hutanu.pdf
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    References listed on IDEAS

    as
    1. Terris-Prestholt, Fern & Windmeijer, Frank, 2016. "How to sell a condom? The impact of demand creation tools on male and female condom sales in resource limited settings," Journal of Health Economics, Elsevier, vol. 48(C), pages 107-120.
    2. Boddewyn, Jean J. & Kunz, Heidi, 1991. "Sex and decency issues in advertising: General and international dimensions," Business Horizons, Elsevier, vol. 34(5), pages 13-20.
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    More about this item

    Keywords

    Condom Usage; Condom Usage Behavior; Qualitative Study;
    All these keywords.

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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