The Impact of Social Marketing Strategies on Women’s Contraceptive Choices; The Case of Marie Stopes International Ethiopia”
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Date
2016-05
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Addis Ababa University
Abstract
The problem of population growth, with steady growth of economy, social services and limited
resources are contributing to increasingly challenging socio-economic situation of developing
countries. Effective contraception intervention is one of the recommended strategies to mitigate
the challenge of population size increase. Social marketing is one of the preferred interventions
to mitigate this challenge as it involves the acceptability of ideas or practices in a target group.
Identifying determinants of contraceptive choice of option, assessing community awareness on
contraceptives, and exploring service delivery channel are very important to have a planned
population growth and never burden ground socio-economic situation of the country. This study
was initiated to assess the social marketing factors that contribute to the contraceptive choice of
women and identify the relationship of social marketing strategies in determining the
contraceptive choice of women. The study followed Cross Sectional Survey Explanatory; it
answers the question why, what contributes to the factor, and the marketing strategies to the
choice of contraceptives to women. A total of 118 respondents were selected using skip pattern
sampling technique to collect the data from 5 Marie Stopes clinics located in Addis. The data
obtained through a client exit questionnaire was analyzed and tested using statistical models
including descriptive and Chi-square association. Based on the statistical analysis pricing,
location accessibility, and age were found to have significant effect on women’s choice of
contraceptives. Nonetheless, no significant relationship was established between availability of
supplementary services, promotion media, and marital status and women’s choice of
contraceptives. Most previous studies of this kind have not in-depth tackled the issues of
contraceptive choice and preferences as a research issue. Most of them have studied this as a
subsidiary to the large aspect of contraceptive use and prevalence. This research is one of the
attempts to see the association between different social marketing parameters and key
demographic factors on contraceptive choices of women in order to make informed decision as
to what could be done to expand access to FP / SRH products and services tailored to the
specific needs of the different user groups.
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Keywords
contraceptives, marketing contraceptive services, family planning