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Healthcare consumerism: increasing use of condoms through social marketing in Fiji

Sewak, Aarti and Singh, Gurmeet (2011) Healthcare consumerism: increasing use of condoms through social marketing in Fiji. UNSPECIFIED.

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This paper discusses the impact of using social marketing principles to increase the use of condoms amongst youths in Fiji so as to inhibit the spread of HIV/AIDS and other STIs. Program assessment shows that the CSM program was successful in increasing the acceptability, accessibility, and usage of TRY TiME condoms in Fiji. In spite of such results, responses received from a sample of sexually active people through a survey conducted in January−February 2009 showed that there might still be a need to raise mass awareness about quality/branded condoms, maintain adequate supply of condoms at distribution sites, and train sales-people at traditional and non-traditional distribution outlets. In line with the theme of this conference, this paper argues that social marketing can increase healthcare consumerism by using innovative techniques to promote consumption of goods and behavior that protect individuals from sexually transmitted diseases and unwanted pregnancies.

Item Type: Other
Subjects: H Social Sciences > HC Economic History and Conditions
H Social Sciences > HF Commerce
Divisions: Faculty of Business and Economics (FBE) > School of Management and Public Administration
Depositing User: Ms Shalni Sanjana
Date Deposited: 20 Jun 2011 08:20
Last Modified: 26 Oct 2012 03:00

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