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Social Marketing: Gender Influence On Adoption Of Hiv/Aids Preventive Measures In Maiduguri Metropolis


  • Yakaka Gamama




A social marketing intervention would be effective only if it brings about positive social behaviour change in a target population, in this case; adoption of HIV prevention methods. The study is a survey conducted in Maiduguri metropolis to examine the influence of gender on adoption of HIV/AIDS prevention methods. Specifically the study assessed the level of awareness on HIV/AIDS and assessed the peoples’ protective behaviours. Data for the study were collected from both primary and secondary sources. A total of 300 questionnaires were distributed amongst the sampled respondents. The 283 instruments retrieved were analysed using Descriptive statistics. The findings were that, despite the level of awareness on HIV (70%), a person’s gender has a significant influence on adoption of HIV/AIDS prevention methods with the female gender at a disadvantage. The study recommends amongst others for the proper marketing of HIV prevention tools that women can have control over.

Suggested Citation

  • Yakaka Gamama & Dr. YAGANA B.K. IMAM,, 2013. "Social Marketing: Gender Influence On Adoption Of Hiv/Aids Preventive Measures In Maiduguri Metropolis," Journal of Social Sciences (COES&RJ-JSS), , vol. 2(4), pages 215-223, October.
  • Handle: RePEc:jso:coejss:v:2:y:2013:i:4:p:215-223

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    Gender; Social Marketing; Adoption; HIV/AIDS;


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