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Title: Kenya (2012): Kenya Condom Brand Equity Study- Focus on Social Marketed Condoms (Quality Control)      
dateReleased:
08-26-2014
downloadURL: http://hdl.handle.net/1902.1/19673
ID:
hdl:1902.1/19673
description:
The Trust brand was launched in 1993 aimed at high risk sexually active groups. Over the years the brand has grown to dominate the condom category in usage and awareness. This dominance has in the recent past been challenged by the entry of the Salama brand into the Kenyan market. The Salama brand is a Tanzanian brand and falls under one of the interventions of PSI Tanzania. The loss of significant market share by Trust to Salama was the basis for undertaking a brand equity study to understand this trend. The aim of the is brand equity study was to run a diagnosis of all the brand dimensions from a consumers point of view to pin point the root cause of the issue discussed above. The survey reached 644 people using qualitative and quantitative research methods regions and was conducted in four key regions in the country. The brand equity conceptual framework explores the core areas of the brand that drive usage. Namely; awareness, loyalty, product performance issues, affinity, and pricing. In adittion to the Trust brand the study evaluated Salama, Trust Studded and the Femiplan brand for comparison and to create a better context to the Trust brand equity findings. These four key brands are also discussed in the report. Other brands users o ther than those of the four key brands were also included in the survey.
description:
Waithaka, Rose; Aloo, Stephen; Mbugua, Nicholas, 2013, "Kenya (2012): Kenya Condom Brand Equity Study- Focus on Social Marketed Condoms (Quality Control)", http://hdl.handle.net/1902.1/19673, Harvard Dataverse, V3
name:
Waithaka, Rose
Aloo, Stephen
Mbugua, Nicholas
homePage: http://www.harvard.edu/
name:
Harvard University
ID:
SCR:011273
abbreviation:
DataVerse
homePage: http://thedata.org/
name:
Dataverse Network Project
ID:
SCR:001997