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.


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.


Ajay Singh, Indian School of Business


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

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