An investigation into the causes of fall in demand for protector plus male condom brand: A case of Population Services International - Zimbabwe (PSIZIM (2009 - 2012)

Abstract

The study sought to investigate the causes for fall in demand of Protector plus male condom brand at Population services international-Zimbabwe (Psi-Zim) from January 2009 to December 2012. Against this background the researcher developed the following research objectives; to assess the causes of fall in demand for Protector Plus male condoms, to identify the customer perceptions towards Protector Plus male condom brand, to assess the impact of the price increase on Protector Plus and to make any necessary recommendations following findings from the study. The researcher used survey and case study as the main strategies for collecting data. The researcher used self-administered questionnaires as a research instrument. In collecting the results the researcher used a population of 178 liquor outlets and managed to sample 80 respondents from 4 different clusters namely Budiriro (20), Mufakose (20), Kuwadzana (20) and Dzivarasekwa (20). The researcher’s key findings were that Protector plus male condom brand was of poor quality. Protector plus condoms are not always available in other shops. Results revealed that cultural, personal and social factors also had an effect on the purchase behaviour of Protector plus male condoms. PSI Zim does not have different marketing plans that meet different cultural needs due to different beliefs, values and customs, religions, nationalities and geographical regions and social classes. The researcher recommended that PSI Zim should improve on the quality of the Protector plus male condom so that it becomes competitive with competitor brands and meets higher standards. Although, PSI Zim has a wide distribution network it should ensure that the product is available in all outlets where regular users frequent. PSI Zim should closely watch trends in personal income, savings and interests and from their observations redesign, reposition and reprice their products. PSI Zim should reintroduce road show advertising, print and electronic media to educate people on HIV/AIDS and encourage people to use protector plus male condom brand. Further studies are recommended into the use of socially marketed condoms in Southern African countries.