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The 130th Annual Meeting of APHA |
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The 130th Annual Meeting of APHA |
Rebecka Lundgren, MPH, Institute for Reproductive Health, Georgetown University Medical Center, 3800 Reservoir Road, NW, 3 PHC, Washington, DC 20007, 202-687-1392, lundgrer@georgetown.edu, Bulbul Sood, MD, CEDPA India, 50-M Shantipath, Gate #3, Niti Margh, Chanikipuri, New Delhi, India, Phanindra Babu, PSI, C-445 Chittaranjan Park, New Delhi, 110019, India, Urmil Doshajh, PhD, TNS Mode, 1796-A Kotla Mubarakpur, New Delhi, India, and Veena Raghav, CASP-Plan, 66 Tughlakabad Institutional Area, M.B. Road, New Delhi, 110062, India.
The percentage of women using traditional methods in India, usually periodic abstinence, surpasses the combined percentage using IUDs, condoms and pills. Nevertheless, less than 2% of periodic abstinence users could correctly identify their fertile days, according to a survey of 1,000 periodic abstinence and inconsistent condom users in slums of New Delhi. CASP, a NGO working in these slums, introduced the Standard Days Method, a new fertility awareness-based method, to meet the needs of these couples. PSI conducted marketing research to develop, brand, and position a mnemonic device to help SDM users track their fertile days. Exploratory interviews were conducted with 54 men and women to guide prototype development and product positioning and 4 focus group discussions were held to test the prototypes. Interviews were conducted with users at the time of purchase and after one month of use. Results show marked differences between men’s and women’s preferences for the product, its positioning, and their willingness to pay. The concept was well liked by potential consumers, who desired a device that was easy to use, private, reliable and involved both partners. Two products were introduced – a clock and a necklace. A non-contraceptive feel was given to the packaging, name and promotional materials, in response to the finding that the target group consisted of young couples who want to understand and “plan” their fertility, rather than “control” it. Men preferred the more expensive device, the clock, and were willing to pay higher prices than women.
Learning Objectives: At the conclusion of the session, participants will be able to
Keywords: India, International Family Planning
Related Web page: irh.org
Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.