ANALYSING CONDOM USAGE IN MEN – DIRECTIONS FOR DEVELOPING A MARKETING STRATEGY

HUȚANU Alexandra , Alexandru Ioan Cuza University of Iași

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.

Keywords: Condom Usage, Condom Usage Behavior, Qualitative Study

JEL Classification: M39

Volume: 72, Issue: 1

Pages: 87 - 101

Publication date: April, 2020

Download the article: http://economice.ulbsibiu.ro/revista.economica/archive/72109hutanu.pdf

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