Market segmentation of South African adolescent girls and young women to inform HIV prevention product marketing strategy: A mixed methods study
HEALTH MARKETING QUARTERLY(2022)
Abstract
The uptake of and adherence to HIV prevention products in South Africa has not achieved widespread success. This study aimed to develop a holistic understanding of the psychographics of adolescent girls and young women in South Africa, a primary audience for HIV prevention products, in order to inform market segmentation and marketing strategies. Extensive ethnographic analyses were complemented with a survey (n = 1,500) centered on personal care product journeys. Clustering and qualitative methods yielded six segments with measurable differences, and revealed common themes surrounding empowerment and self-determination, patriarchy, and misinformation risk. The findings enable targeted approaches for HIV prevention product campaigns.
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Key words
Adolescent girls and young women,Africa,ethnography,HIV prevention,market segmentation,public health,social marketing
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