Social Marketing – Building a Bridge Among Condom, Consumer, and Community

CSM in India was taken up at a mass scale in the 1950s, but till date, little success has been achieved. Mail survey was conducted to understand why people use or don’t use condoms. The reason for failure in promoting condoms may be due to the lack of understanding the psyche of the people and improper awareness of condom usage in both urban as well as rural areas. Based on the findings and existing literature, the author recommends promoting condom as a hygiene product rather than HIV/AIDS prevention or family planning tool. The emphasis should be on healthier, happier and better living with condom.



Citation:

Ajay Singh (2009) ,"Social Marketing – Building a Bridge Among Condom, Consumer, and Community", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 209-210.

Authors

Ajay Singh, Indian School of Business



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



Share Proceeding

Featured papers

See More

Featured

Parallel practices of visual domination and subversion

Veronika Kadomskaia, Monash University, Australia
Jan Brace-Govan, Monash University, Australia
Angela Gracia B. Cruz, Monash University, Australia

Read More

Featured

“A Tale of Two Secrets”: Examining the Diverging Effects of Secrecy on Consumption Enjoyment

Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Xiaoyan Deng, Ohio State University, USA
Lei Jia, Ohio State University, USA

Read More

Featured

K10. The Acronym Effect: Acronym and Buzzword Use Lowers Consumer Persuasion

Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
Dan King, University of Texas Rio Grande Valley, USA
Ashesh Mukherjee, McGill University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.