scholarly journals A case study for a psychographic-behavioral segmentation approach for targeted demand generation in voluntary medical male circumcision

eLife ◽  
2017 ◽  
Vol 6 ◽  
Author(s):  
Sema K Sgaier ◽  
Maria Eletskaya ◽  
Elisabeth Engl ◽  
Owen Mugurungi ◽  
Bushimbwa Tambatamba ◽  
...  

Public health programs are starting to recognize the need to move beyond a one-size-fits-all approach in demand generation, and instead tailor interventions to the heterogeneity underlying human decision making. Currently, however, there is a lack of methods to enable such targeting. We describe a novel hybrid behavioral-psychographic segmentation approach to segment stakeholders on potential barriers to a target behavior. We then apply the method in a case study of demand generation for voluntary medical male circumcision (VMMC) among 15–29 year-old males in Zambia and Zimbabwe. Canonical correlations and hierarchical clustering techniques were applied on representative samples of men in each country who were differentiated by their underlying reasons for their propensity to get circumcised. We characterized six distinct segments of men in Zimbabwe, and seven segments in Zambia, according to their needs, perceptions, attitudes and behaviors towards VMMC, thus highlighting distinct reasons for a failure to engage in the desired behavior.

2019 ◽  
Vol 52 (4) ◽  
pp. 560-572 ◽  
Author(s):  
Michel Garenne ◽  
Alan Matthews

AbstractThe study analysed the HIV/AIDS situation in Zambia six years after the onset of mass campaigns of Voluntary Medical Male Circumcision (VMMC). The analysis was based on data from Demographic and Health Surveys (DHS) conducted in 2001, 2007 and 2013. Results show that HIV prevalence among men aged 15–29 (the target group for VMMC) did not decrease over the period, despite a decline in HIV prevalence among women of the same age group (most of their partners). Correlations between male circumcision and HIV prevalence were positive for a variety of socioeconomic groups (urban residence, province of residence, level of education, ethnicity). In a multivariate analysis, based on the 2013 DHS survey, circumcised men were found to have the same level of infection as uncircumcised men, after controlling for age, sexual behaviour and socioeconomic status. Lastly, circumcised men tended to have somewhat riskier sexual behaviour than uncircumcised men. This study, based on large representative samples of the Zambian population, questions the current strategy of mass circumcision campaigns in southern and eastern Africa.


2017 ◽  
Vol 15 (5) ◽  
Author(s):  
M. Ridwan Ansari ◽  
Elan Lazuardi ◽  
Frank Stephen Wignall ◽  
Constant Karma ◽  
Sylvanus A. Sumule ◽  
...  

2017 ◽  
Vol 15 (2) ◽  
Author(s):  
Michael P. Grillo ◽  
Djeneba Audrey Djibo ◽  
Caroline A. Macera ◽  
Charles Murego ◽  
Eugene Zimulinda ◽  
...  

2018 ◽  
Vol 66 (suppl_3) ◽  
pp. S183-S188 ◽  
Author(s):  
Michelle R Kaufman ◽  
Kim H Dam ◽  
Kriti Sharma ◽  
Lynn M Van Lith ◽  
Karin Hatzold ◽  
...  

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