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How To Sell A Condom? The Impact Of Demand Creation Tools On Male And Female Condom Sales In Resource Limited Settings

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  • Fern Terris-Prestholt
  • Frank Windmeijer

Abstract

Despite condoms being cheap and effective in preventing HIV, there remains an 8 billion shortfall in condom use in risky sex-acts. Social marketing organisations apply private sector marketing approaches to sell public health product. This paper investigates the impact of marketing tools, including promotion and pricing, on demand for male and female condoms in 52 countries between 1997 and 2009. A static model differentiates drivers of demand for male and female condoms, while a dynamic panel data estimator estimates their short- and long-run impacts. Products are not equally affected: female condoms are not affected by advertising, but highly affected by interpersonal communication and HIV prevalence. Promotion has significant short- and long-run effects on both condoms. Price changes have a large impact on the short- and long-run female condom demand, but only affect long-run male condom demand. Programming for HIV prevention technologies needs to consider both product and target population characteristics.

Suggested Citation

  • Fern Terris-Prestholt & Frank Windmeijer, 2015. "How To Sell A Condom? The Impact Of Demand Creation Tools On Male And Female Condom Sales In Resource Limited Settings," Working Papers 150017, Canadian Centre for Health Economics.
    • Handle: RePEc:cch:wpaper:150017
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    Cited by:

    1. Doug J. Chung & Byungyeon Kim & Byoung G. Park, 2019. "How Do Sales Efforts Pay Off? Dynamic Panel Data Analysis in the Nerlove–Arrow Framework," Management Science, INFORMS, vol. 65(11), pages 5197-5218, November.
    2. Cassidy, Rachel & Groot Bruinderink, Marije & Janssens, Wendy & Morsink, Karlijn, 2021. "The power to protect: Household bargaining and female condom use," Journal of Development Economics, Elsevier, vol. 153(C).
    3. William D. Evans & Alec Ulasevich & Megan Hatheway & Bidia Deperthes, 2020. "Systematic Review of Peer-Reviewed Literature on Global Condom Promotion Programs," IJERPH, MDPI, vol. 17(7), pages 1-21, March.
    4. 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.
    5. Terris-Prestholt, Fern & Mulatu, Abay & Quaife, Matthew & Gafos, Mitzy & Medley, Graham F. & MacPhail, Catherine & Hanson, Kara, 2021. "Using choice experiments to improve equity in access to socially marketed HIV prevention products," Journal of choice modelling, Elsevier, vol. 41(C).

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    More about this item

    Keywords

    advertising; consumer demand; HIV prevention; dynamic panel data estimators; condoms; low and middle income countries;
    All these keywords.

    JEL classification:

    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance

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