ICAR Research Data Repository for Knowledge Management

This study aims to gather information useful for revitalizing the Salama brand for the following eight elements of the concept for salama among males and females aged 18-29 years. Specifically, the study objectives are to:

a. Identify beliefs to reinforce and beliefs to change related to condom use

b. Build one or more character archetypes

c. Identify current strategies used by target audience members to overcome obstacles to the desired behavior

d. Describe the
openings when, where, and by whom target audience members can be communicated with

e. Describe target audience members' past experiences with the desired behavior and alternative behaviors in the category

f. Describe the level of knowledge and sophistication with which target audience members approach decisions about the desired behavior

g. Understand current condom brand associations

Between October 2009 and December 2009 PSI/Tanzania will conduct a FoQus on Marketing Planning study to gather information on factors related to experiences and pe
rceptions on condoms among males and females 18-29 in Morogoro region. A variety of qualitative methods will be used to collect information on this research topic, including spoken narratives, photo narratives and collage. These methods have been chosen for the rich textual data that emerges when study participants are given an opportunity to share their personal stories. It is expected that 20 interviews will be conducted among women and men aged 18 - 29.