In Nepal, SHOPS Plus supports the goals of USAID and the Government of Nepal of increase use of and access to family planning and other health products in Nepal. To this end, the SHOPS Plus Nepal program builds the technical capacity and financial sustainability of the Contraceptive Retail Sales Company (CRS), a Nepalese social marketing organization and key USAID partner. SHOPS Plus is providing technical assistance to help CRS prioritize new or existing products, conduct research to gauge consumer perceptions and media consumption, and assess the effectiveness of CRS’ marketing and communication campaigns.
SHOPS Plus conducted a reach and recall survey to assess the effectiveness of a marketing campaign of CRS’ premium brand condom, D’zire. The condom market is extremely competitive in Nepal, so the D’zire brand must be able to generate and maintain consumer demand to remain a viable CRS brand. There have been several D’zire communication campaigns since the product’s launch in 2013, including a high intensity campaign in September and October 2017, which included TV, radio, Internet, and bill board advertisements.
Pre- and post-campaign:
- What is the demographic profile of young, urban, male ever condom-users aged 18-49?
- What is the level of condom brand awareness and use among young, urban, and male ever condom-users?
- What is the target group’s perception of specific condom brands (in general and D’zire brand in particular)?
- What are the media habits of young, urban men aged 18-49?
- To what extent does the target group demonstrate awareness of key campaign messages?
- To what extent was the target group exposed to the campaign? (i.e. recollection of any exposure, mode of exposure, intensity of exposure)
Before the D’zire campaign began in September 2017, data collectors visited households to conduct face-to-face surveys (using a structured questionnaire) of males aged 18-49 who have ever used a condom and reside in urban areas in Nepal. Following the conclusion of the D’zire campaign in November 2017, data collectors visited households to conduct another face-to-face survey to assess the effectiveness of the campaign. Individuals who participated in the first survey were ineligible to participate in the second survey.
Status: Study complete
Last updated: May 2018