Using marketing science to understand contraceptive demand in high-fertility Niger

TitleUsing marketing science to understand contraceptive demand in high-fertility Niger
Publication TypeJournal Article
Year of Publication2018
AuthorsDalglish, SL, Vandermark, J, Rossier, C, Kemou, A, Neighbor, H
JournalStudies in Family Planning
Volume49
Number4
Pagination367–383
ISSN1728-4465
Keywordswww2
Abstract

Global initiatives aim to add 120 million new family planning (FP) users by 2020; however supply-side interventions may be reaching the limits of their effectiveness in some settings. Our case study in Niger used demand analysis techniques from marketing science. We performed a representative survey (N = 2,004) on women's FP knowledge, attitudes, needs, and behaviors, then used latent class analysis to produce a segmentation of women based on their responses. We found that Nigerien women's demand for modern FP methods was low, with majorities aware of modern methods but much smaller proportions considering use, trying modern methods, or using one consistently. We identified five subgroups of women with distinct, internally coherent profiles regarding FP needs, attitudes, and usage patterns, who faced different barriers to adopting or using modern FP. Serving subgroups of women based on needs, values, and underlying beliefs may help more effectively drive a shift in FP behavior.

URLhttps://onlinelibrary.wiley.com/doi/abs/10.1111/sifp.12078
DOI10.1111/sifp.12078