project flora – willingness to pay study prepared for aed/gscp january 2006 final report
TRANSCRIPT
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Project Flora – Willingness to pay Study
Prepared for AED/GSCP
January 2006
Final Report
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Outline
• Background• The brief
• Objectives
• The findings• Contraceptive use history
• Purchase Intention
• Price Trade Off
• Demographics
• Media Habits
• Summary of findings and conclusions
• Methodology
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Summary of findings
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The Secure User
Results of the study indicates that Secure users are women mainly in the
20-39 years bracket peaking with those at 25-29 years.
Just under 50% are married with children and a third are single.
Secure users are quite well educated, compared to the country’s norm,
with only 18% of them without at least some secondary education.
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Usage of oral contraceptives and Secure
47% of respondents have been using OC’s for between 1-3years. 19% for
4-6 years and 31% for less than a year.
All the respondents who have used oral contraceptives less than a year
were Secure users.
Of the 47.2% respondents who have been using oral contraceptives
between 1-3 years, 79% have been Secure users for the whole period.
19% of the respondents have been using oral contraceptives between 4-6
years. Of this number 44% have been Secure users for the whole period.
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Type of Family Planning Methods used before and in addition to Secure
3 out of every 5 users interviewed acknowledged having used a particular type
of FPM before switching to Secure. However only 13% of the users interviewed
are still using another other type of FPM in addition to Secure
The male condom was the most widely used FPM before and in addition to
Secure.
This was followed by the female condom and injectables.
However in the rural areas the most widely favored FPM used before switching
to Secure was the injectables (Bechem-33.3%, Dodowa-29.8%).
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Methods used in preventing STD or HIV/AIDS
Overall, only 33% of the respondents use methods for the prevention of
STD or HIV/AIDS. This may be explained by the fact that about 50% of
respondents are married and may not see a need for STD protection.
Users in Kumasi (85%) came tops as those who employ nothing in the
prevention of STD or HIV/AIDS. This was followed by respondents in
Bechem, Dodowa and Accra.
Majority (73%) of the respondents who use STD/HIV/AIDS preventive
methods use the male condom. This was followed by the use of the female
condom by 25% of the respondents. Across all the centres the male
condom emerged as the most widely used method in preventing STD or
HIV/AIDS.
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Secure cycles bought at a time
Overall 2 out of 3 respondents usually bought three (3) cycles of Secure at
a time. Respondents who bought one (1) cycle were 23.3% of the total
sample, followed by 12.4% who bought two (2) cycles at a time.
A greater majority(83%) of the respondents in Accra bought three cycles at
a time. This was closely followed by Dodowa (62.5%), Kumasi (53%) and
Bechem (43%).
Bechem had the highest number of respondents buying only one cycle at a
time. Kumasi and Dodowa followed, with respondents in Accra being the
lowest group of users who buy a cycle of Secure at a time.
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Ex-outlet price range of Secure The price at which a packet of Secure (three cycles) is sold ranges
between ¢2000 – ¢6000. The maximum price being paid by respondents
in Accra, Kumasi and Dodowa is ¢6000, while respondents in Bechem are
paying ¢4500.
The average price at which a packet (of 3 cycles) of Secure is currently
bought is ¢4800. On the average, respondents in Accra, Kumasi and
Dodowa are buying three cycles (packet) of Secure between ¢4200-
¢4800, whilst respondents in Bechem are paying an average of ¢3176 for
a packet of Secure.
For two cycles of Secure the price range is between ¢2000-¢4000.
Respondents in Accra, Kumasi and Dodowa pay a maximum of ¢4000 for
two(2) cycles of Secure. Respondents in Bechem however pay a
maximum of ¢3000 for two(2) cycles of Secure.
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Ex-outlet price range of Secure
On the average, two (2) cycles of Secure is being bought at a price of
¢2462 in Bechem, whilst the average price for two cycles of Secure ranges
between ¢3100-¢3750 in Accra, Kumasi and Dodowa.
A cycle of Secure is being bought between ¢1000-¢2500. In Accra a cycle
of Secure is bought for a minimum of ¢1500.
In Kumasi, a cycle of Secure is being bought at a maximum price of ¢2500,
whilst in Accra a cycle is being bought at ¢2000. Users are paying ¢1500
and ¢2000 for a cycle of Secure in Bechem and Dodowa respectively.
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Reasons for using oral contraceptives and Secure
For oral contraceptives in general, the main reason for using them was
because it is very effective in preventing pregnancy. This reason was
ranked as the second main reason for using Secure.
Secure’s affordability and it being less expensive compared to the other
brands were mentioned as the main reasons for patronizing the brand.
The brand’s reliability and trustworthiness were mentioned as third main
reasons for patronage (13.4%).
Secure’s availability was mentioned by 11% of respondents as one of the
main reasons for patronage of the brand.
Other reasons for using Secure was because it is very comfortable to
use(4%) and it helps regulate menstrual cycle (7%)
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Purchase intentions at different price points
At the price of ¢2000 per cycle , 96.5% of respondents have a positive
intention of buying Secure. As the price increases to ¢3000, demand drops
to 83% and further down to 63% at a price of ¢4000. This indicates that as
the price of Secure is increased demand of the product gradually falls.
All respondents in Bechem would definitely buy the brand at the price of
¢2000 per cycle. This is followed by Accra 91% of respondents, 84% in
Dodowa and 70% in Kumasi.
At a price of ¢3000 per cycle demand for the brand at all the centers falls.
However 81% of respondents in Bechem would definitely buy the brand.
67% of the users in Accra would definitely buy the brand at this price point
whilst 75% and 40% would definitely buy the brand in Dodowa and Kumasi
respectively.
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Purchase intentions at different price points
At the price point of ¢4000 per cycle only a slight majority (63%) would
definitely/probably buy the brand. 26% would definitely/probably not buy
the brand, whilst 11% are indecisive about it
In Accra at this price point, a majority 71% of respondents have positive
intentions of buying the brand. 73% of respondents in Dodowa also have
positive intentions of buying the brand. This is followed by 65% and 60%
exhibiting positive intentions of buying in Kumasi and Dodowa respectively.
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Price per cycle at which users will abandon brand
At the price point of ¢2500, (7%) of consumers will be lost to competing
brands or alternative methods. 13% of consumers will abandon the brand
at the price of ¢3000
Rate at which the consumers abandon the brand continues to rise sharply
as the price is increased. 36% and 53% consumers abandon the brand at
the price point of ¢4000 and ¢5000 respectively.
The rate at which consumers start abandoning the brand immediately a
new price is mentioned, means at a price point of ¢6000, patronage of the
brand will be from only the 40% of core loyal users.
Consumers from Kumasi will abandon the brand at a faster rate. This is
followed by consumers from Bechem, Dodowa and Accra.
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Price per cycle at which users will abandon brand
Core loyals remaining at a price point of ¢6000 will be 21% in Kumasi,
whilst loyals in Accra will be 53%.
At the price point of ¢2000, overall customers retained will be 96%.
Retention rates drops to 87% at a price point of ¢3000, 64% at price point
¢4000 and 40% at a price of ¢6000.
These figures coincides with intention to purchase at ¢2000 which stood at
96%, ¢3000 at 83% and ¢4000 at 62%.
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Alternative anti-pregnancy methods to be adopted
Almost half (49.8%) of the respondents indicated that they would employ
the use of the male condom as an alternative anti-pregnancy method if
they can no longer afford Secure.
This is followed by 13% who would make partners use the withdrawal
method.
9% will opt for the female condom and 8% will go for injectables.
5% of the respondents indicated that they will go for a cheaper pill
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Demographic profile of Secure users
Slight majority (56%) of the respondents are in the age group 20-29 years.
18% are aged between 30-34 years and 12% between the age 35-39
years.
49% of them are married with children whilst 33% of the respondents are
single. Co-habiting partners make up 10% of the sample.
87% of the users have had some form of formal education. 23% of the
users had either completed/were in university or polytechnic. 29% had
completed secondary education (SSS). 18% and 10% have either had
some (JSS) education and vocational/technical education respectively.
With regards to occupation 38% are traders or artisans, 19% are students
and 18% of the respondents comprises lecturers or self employed business
people.
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Demographic profile of Secure users
Almost all 94% of the users of Secure patronise religious activities. 79%
enjoy local movies, 78% attend marriage and engagements ceremonies
and 67% attend funerals.
16% of the consumers go for a walk or enjoy jogging. This indicates the
increasing interest in fitness activities by women.
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Sources of information The most effective medium of communication to respondents in all the
centres will be through TV (50%) and Radio (45%).
Friends/Relatives are also an effective medium of getting information out
on new products, health related products and current affairs.
Overall, 29% of the users get information on health related products from
chemical shop sellers/pharmacists
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Background
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Background•Studies have shown that the commercial oral contraceptive (OC) market is small,
between 600,000 and 800,000 cycles per annum. Price points range between
25,000 cedis and 45,000 cedis per cycle and is said to contribute only about 10%
to 15% of all oral contraceptives used in Ghana.
•Secure which was introduced into the Ghanaian market under a USAID funded
social marketing program has the largest share of approximately 70% with 6
million cycles per annum, mainly due to its high subsidy and availability in private
outlets
•A segmentation study conducted in 2005, has indicated that a share of the current
Secure users can afford to pay a higher price for Secure.
•To reduce the level of donor subsidy to this product, GSCP is now planning to
segment the OC market by adjusting the prices for Secure and introducing one
new product.
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The objectives
The survey sought to provide answers to the following;
Ascertain what consumers are currently paying for Secure
Test three hypothetical price increases
At what price point will the Secure user abandon the brand.
What will the user do if they can no longer purchase Secure
Estimate the demand at the new price
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Methodology
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A quantitative research method using elements of the Brand Price Trade
Off (BPTO) and Price Sensitivity Measure (PSM) was employed in
collecting data for this study.
Study location
The study was conducted in two regions and four locations. Greater Accra- Accra and Dodowa Ashanti – Kumasi Brong Ahafo - Bechem
Sample structure
Women in the reproductive age group of 15-49 using Secure comprised of A total of 515 respondents were interviewed in all the locations. 70% of interviews from the outlets in the urban locations 30% of interviews from outlets in the rural locations
Methodology and Sample Design
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Methodology and Sample Design
Intercept
Maximum of 4 respondents were intercepted per outlet
In home visits
Respondents were visited in the homes
Method adopted on the fourth day
Sample
URBAN RURAL
TOTALACCRA KUMASI DODOWA BECHEM
Target 200 150 75 75 500
Achieved 200 155 80 80 515
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The findings
Purchase Intention
Contraceptive use history
Price Trade Off
Demographics
Media Habits
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Contraceptive Use History
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7 - 9 YEARS, 2.1%
LESS THAN A YEAR, 31.5%
4 - 6 YEARS, 19%
1 TO 3 YEARS, 47.2%
Usage of oral contraceptive & SecureQ1& 2
Base 515
79% of the 47.2% OC users have been using Secure for 1-3 years
All OC users who have been using Secure less than a year are Secure
users
44% of the 19% OC users have been using Secure for 4-6 years
SECURE 44%
45% of the 2.1% OC users have been using Secure for 7-9
years
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Type of FPM used before and in addition to Secure
1.5
26.2
72.3
0.3
0.7
0.7
1.7
7.4
9.4
13.4
18.8
10.4
37.2
0 20 40 60 80 100
VASECTOMY
ABSTINENCE
NORPLANT
PATCH
IUD
WITHDRAWAL
PILL
INJECTABLES
FEMALE CONDOM
MALE CONDOM
Beforeswitching
Used inaddition
Q3 & 3a
58% of respondents acknowledged using other
types of FPM before switching to Secure
13% of respondents acknowledged
using other types of FPM in addition to
Secure
Base
Before switching 298 (58%)
Used in addition 65 (13%)
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Methods used in preventing STD or HIV/AIDS
72.7
25
2.4
0
20
40
60
80
100
MALE CONDOM FEMALE CONDOM OTHERS
Q5 & 5a
33% of the respondents acknowledge the use of FPM’s in
the prevention of STD or HIV/AIDS
Base
Usage of methods in preventing
STD or HIV/AIDS 172 (33%)
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Secure cycles bought at a time - Location
23.3
7.5
32.327.5
41.3
12.4 1014.8
1016.3
64.3
82.5
52.9
62.5
42.5
0
20
40
60
80
100
TOTAL ACCRA KUMASI DODOWA BECHEM
Location
One cycle Two cycles Three cycles
Q6
Base: 515
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1,000
1,500
1,000 1,000 1,000
1,421
1,800
1,440
1,015
1,727
2,500
2,000
2,500
1,500
2,000
0
1,000
2,000
3,000
TOTAL ACCRA KUMASI BECHEM DODOWA
Minimum Mean Maximum
Q7
Base: 120
Ex-outlet price range of one cycle of Secure
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2,000
2,500
2,000 2,000 2,000
3,0943,225 3,109
2,462
3,7504,000 4,000 4,000
3,000
4,000
0
1,000
2,000
3,000
4,000
5,000
TOTAL ACCRA KUMASI BECHEM DODOWA
Minimum Mean Maximum
Q7
Base: 64
Ex-outlet price range of two cycles of Secure
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2,000 2,000
3,000 3,000
2,000
4,4804,821
4,287
3,176
4,560
6,000 6,000 6,000
4,500
6,000
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
TOTAL ACCRA KUMASI BECHEM DODOWA
Minimum Mean Maximum
Q7
Base: 331
Ex-outlet price range of three cycles of Secure
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Main reasons for using oral contraception and Secure
1
1 . 2
3 . 1
3 . 3
8 . 2
8 . 3
1 6 . 5
1 7 . 1
1 7 . 3
2 3 . 1
1 . 2
2 . 5
3 . 3
3 . 9
2 . 3
1 0 . 5
6 . 2
1 3 . 4
1 0 . 9
2 1
1 9 . 4
0 1 0 2 0 3 0
Y o u d o n o t h a v e to c o n s u lt a d o c to r b e fo r e y o u u s e i t
T h a t i s th e o n ly o n e I a m a w a r e o f
It i s c o n v e n i e n t a n d e a s y to c a r r y a r o u n d
T h e ta b le ts a r e s m a ll i n s i z e
It r e g u la te s m y m e n s t r u a l c y c le
It i s v e r y c o m fo r ta b le to u s e
It w a s p r e s c r i b e d b y m y d o c to r
It i s r e a d i ly a v a i la b le
It i s e a s y to u s e s w a llo w / v e r y s i m p le to u s e
It i s r e li a b le It i s t r u s tw o r th y
It h a s n o s i d e e f fe c ts D o e s n o t g i v e a n y o th e r h e a lth p r o b
It i s a f fo r d a b le / le s s e x p e n s i v e
It i s v e r y e f fe c t i v e i n p r e v e n t i n g p r e g n a n c y
It i s v e r y a f fo r d a b le /e x p e n s i v e
S E C U R E
O C
Q8 & 9
21%indicated that the main reason for using Secure was because it not expensive/
affordable
23.1% indicated that the main reason for using oral contraceptives was because of its effectiveness in pregnancy prevention
Base:515
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1.7
1.7
2.1
2.1
13.7
13.7
14.5
17.5
21.4
26.1
3.8
2.5
2.7
3.5
7.4
15
19.1
10.9
28.1
15
16.9
0 10 20 30
It regulates my menstrual cycle
It clears spots on my face
It makes me gain weight
It is very comfortable to use
It is convenient It is easy to carry around
It is not bitter
The tablets are small in size
Ity regulates my menstrual cycle well
It is easy to use swallow
It is readily available
It has no side effects Does not give any other healthproblems
It is affordable, less expensive
It is reliable / trustworthy
It is very effective in preventing pregnancy It is 100% safe
Secure
OC
Q8 & 9Other reasons for using oral contraception and
Secure
Base
Secure: 367
OC: 234
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Purchase Intention
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Price – 2000 per cycle/6000 per pack
1.9 0.5 2.6 6.30.8 20.8 0.5 1.9
11.56
25.2
10
8591
70.3
83.8
100
0%
20%
40%
60%
80%
100%
Total Accra Kumasi Dodowa Bechem
Location
Would definitely buy it
Would probably buy it
Not sure whether I would buy it ornot
Would probably not buy it
Definitely not buy it
Base:515
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Price – 2000 per cycle/6000 per pack
7.5 3.5 1.60.9 2.81.8
1.1
7.5 7.9 14.3 13.211.4
6.9
85 86 83 8488.6
93.1
0%
20%
40%
60%
80%
100%
1 & 2 3 & 4 5 & 6 7 & 8 9 & 10 11+
LSM
Would definitely buy it
Would probably buy it
Not sure whether I would buy it ornot
Would probably not buy it
Definitely not buy it
Base:515
![Page 41: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/41.jpg)
Price – 3000 per cycle/9000 per pack
6 5.1 6 410
4.2 2.69.3
2.7
7.2
3.1
13.9
4
7.5
20.2
22.1
30.5
14.7 1.3
62.567.2
40.4
74.781.3
0%
20%
40%
60%
80%
100%
Total Accra Kumasi Dodowa Bechem
LOCATION
Would definitely buy it
Would probably buy it
Not sure whether I would buy it ornot
Would probably not buy it
Definitely not buy it
Base:501
![Page 42: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/42.jpg)
Price – 3000 per cycle/9000 per pack
2.711.9
3.97.82.7
1.85
2.92 6.9
10.8
5.5
6.7
11.7
1 3.4
10.8
14.7 20.1
28.2
7366.1 64.2
49.5
26 89.7
0%
20%
40%
60%
80%
100%
1 & 2 3 & 4 5 & 6 7 & 8 9 & 10 11+
LSM
Would definitely buy it
Would probably buy it
Not sure whether I would buy it ornot
Would probably not buy it
Definitely not buy it
Base:501
![Page 43: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/43.jpg)
Price – 4000 per cycle/12000 per pack
16.9 16.7 16.410
25
8.9 6.118.8
2.9
4.211.3
6.1
17.2
14.3
11.1
12
15.6
14.1
7.1
4.2
50.955.6
33.6
65.7
55.6
0%
20%
40%
60%
80%
100%
Total Accra Kumasi Dodowa Bechem
LOCATION
Would definitely buy it
Would probably buy it
Not sure whether I would buy it ornot
Would probably not buy it
Definitely not buy it
Base:450
![Page 44: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/44.jpg)
Price – 4000 per cycle/12000 per pack
28.6
13.8 14.723.9
15.4
3.7
8.5 11.7
9.8
5.1
7.4
8.6
11.7
11.7
13
15.4
14.311.7
11
10.9
17.9
11.1
48.654.3 50.9
42.4 46.2
77.8
0%
20%
40%
60%
80%
100%
1 & 2 3 & 4 5 & 6 7 & 8 9 & 10 11+
LSM
Would definitely buy it
Would probably buy it
Not sure whether I would buy it ornot
Would probably not buy it
Definitely not buy it
Base:450
![Page 45: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/45.jpg)
Summary of Purchase intentions at different price points
1.96
16.9
0.84.2
8.90.8
7.2
11.311.5
20.2
12
85
62.5
50.9
96.5
82.7
62.9
0
20
40
60
80
100
120
¢2,000 ¢3,000 ¢,4000
Definitely not buy it
Would probably not buy it
Not sure whether I would buy it ornot
Would probably buy it
Would definitely buy it
Positive buying intention(Probably or definitely buy)
![Page 46: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/46.jpg)
Price Trade Off
![Page 47: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/47.jpg)
Price per cycle at which users will abandon brand
96 9387
80
6458
4744
41
0
10
20
30
40
50
60
70
80
90
100
2,000 2,500 3,000 3,500 4,000 4,500 5,000 5,500 6,000CEDIS
Percentage of consumers retained as price increases
7% of consumers will
be lost at a price increase
to ¢2500
13% of consumers will
be lost at a price increase
to ¢3,000
36% lost at ¢4,000
53% lost at ¢5,000
Base:515
![Page 48: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/48.jpg)
Price per cycle at which users will abandon brand
9693
87
80
6458
4744
41
97.5 95.590.5
87
70.567
6157
53
96.190.3
81.9
67.1
54.2
43.9
29.723.9
20.6
93.8 93.8
86.3 83.8
67.561.3
56.3 5551.3
98.892.5
88.883.8
6558.8
38.8 38.8 38.8
0
10
20
30
40
50
60
70
80
90
100
2,000 2,500 3,000 3,500 4,000 4,500 5,000 5,500 6,000CEDIS
Total Accra Kumasi Dodowa Bechem
Base:515
![Page 49: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/49.jpg)
Consumer retention (price trade off) compared to intention to purchase at different price points
96
87
64
82.7
62.9
96.5
0
10
20
30
40
50
60
70
80
90
100
2,000 3,000 4,000CEDIS
Consumer retention
P ositive buying intention
![Page 50: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/50.jpg)
Alternative anti-pregnancy methods to be adopted
0.3
0.7
0.7
1.3
2.3
3.3
4
5.3
6.3
8.3
9
12.6
49.8
0 10 20 30 40 50
Norplant
I will consult my doctor to recommend another method
Contraceptive foaming tablet
Abstainance
IUD
Safe period or rhythm method
another form of contraception (Not specified)
A cheaper pill
Both female and male condoms
Injectable
Female condom
Withdrawal method
Male condom
Q14
Base:301
![Page 51: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/51.jpg)
Demographics
![Page 52: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/52.jpg)
Demographic profile of Secure users
524
3218
125
3
611
911
126
36
87
26
29
1
0 5 10 15 20 25 30 35
15 - 19 YEARS20 - 24 YEARS25 - 29 YEARS30 - 34 YEARS35 - 39 YEARS40-44 YEARS45- 49 YEARS
300,000 - 599,000600,000 - 999,000
1,000,000 - 1,399,0001,400,000 - 1,799,0001,800,000 - 2,199,000
2,200,000 - 2,599,0002,600,000 - 2,999,0003000,000 - 3,399,0003,400,000 - 3,999,0004000,000 - 4,399,0004,400,000 - 4,799,0004,800,000 - 6,999,0007,000,000 - 10,000,000
DON'T KNOW /NO INCOME
% RESPONDENTSBase:515
Q16,17,18
![Page 53: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/53.jpg)
Demographic profile of Secure users 33
49
6
2
10
3
9
6
18
29
10
23
1
4
19
9
2
7
9
3
38
1
5
1
0 10 20 30 40 50 60
SINGLE
MARRIED WITH CHILDREN
MARRIED WITHOUT CHILDREN
DIVORCED / SEPARATED
CO-HABITATION
NO FORMAL EDUCATION
SOME PRIMARY EDUCATION
COMPLETED PRIMARY EDUCATION
SOME SECONDARY EDUCATION (J SS)COMPLETED SECONDARY
EDUCATION (SSS)TECHNICAL / VOCATIONAL
UNIVERSITY / POLYTECHNIC
POST GRADUATE
HOUSEWIFE
STUDENT
TEACHER / PROFESSOR / LECTUREROTHER C IVIL SERVANT / GOVT
EMPLOYEEOFFICE WORKER
SELF EMPLYED BUSINESS MAN /BUSINESS WOMAN
SALESMAN / SERVICE WORKER
TRADER / ARTISAN
FARMER (LAND OWNER)
UNEMPLOYED
OTHER (SPECIFY)
% RESPONDENTSBase:515
Q16,17,18
![Page 54: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/54.jpg)
Demographic profile of Secure users (Marital Status)
39.4
44.8
5.1
2.3
8.2
0.3
18.8
56.9
9.4
1.3
0.6
13.1
33
48.5
6.4
1.9
0.2
9.7
0.2
0 20 40 60
SINGLE
MARRIED WITHCHILDREN
MARRIED WITHOUTCHILDREN
DIVORCED /SEPARATED
WIDOWED
CO-HABITATION
REFUSED
Total
Rural
Urban
Q16
Base:515
![Page 55: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/55.jpg)
Demographic profile of Secure users (Occupation)
4.8
21.1
9
0.8
0.8
2.5
7.6
9.3
3.7
32.7
5.6
1.1
1.3
15.6
9.4
0.6
1.9
5.6
6.9
0.6
51.3
1.9
1.9
3.7
19.4
9.1
0.8
0.6
2.3
7
8.5
2.7
38.4
4.5
1.4
0 20 40 60
HOUSE HUSBAND / WIFE
STUDENT
TEACHER / PROFESSOR / LECTURER
OTHER PROFESSIONAL (DOCTOR / LAWYERETC)
OTHER MANAGER (NOT SELF EMPLOYED)
OTHER CIVIL SERVANT / GOVT EMPLOYEE
OFFICE WORKER
SELF EMPLYED BUSINESS MAN / BUSINESSWOMAN
SALESMAN / SERVICE WORKER
TRADER / ARTISAN
UNEMPLOYED
OTHER (SPECIFY)
Total
Rural
Urban
Q17
Base:515
![Page 56: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/56.jpg)
Demographic profile of Secure users (Education)
0.8
8.5
5.9
15.5
33.5
8.5
25.1
1.1
7.5
8.8
6.3
24.4
20
13.8
18.1
1.3
2.9
8.5
6
18.3
29.3
10.1
22.9
1.2
0 10 20 30 40
NO FORMAL EDUCATION
SOME PRIMARY EDUCATION
COMPLETED PRIMARY EDUCATION
SOME SECONDARY EDUCATION (JSS)
COMPLETED SECONDARY EDUCATION (SSS)
TECHNICAL / VOCATIONAL
UNIVERSITY / POLYTECHNIC
POST GRADUATE
Total
Rural
Urban
Q18
Base:515
![Page 57: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/57.jpg)
Demographic profile of Secure users (Income)
0.6
1.7
2
3.4
5.9
5.9
3.4
7
5.4
3.9
7.6
2.8
1.3
4.4
1.9
5
6.3
3.1
11.3
3.8
3.1
2.5
4.4
6.9
6.3
2.5
0.4
1.4
1
2.7
3.3
3.3
7.6
5.2
3.3
5.6
5
4.9
7.2
2.7
0 10 20
100,000 - 149,000
150,000 - 199,000
200,000 - 299,000
300,000 - 399,000
400,000 - 599,000
600,000 - 799,000
800,000 - 999,000
1,000,000 - 1,199,000
1,200,000 - 1,399,000
1,400,000 - 1,599,000
1,600,000 - 1,799,000
1,800,000 - 1,999,000
2,000,000 - 2,199,000
2,200,000 - 2,399,000
Total
Rural
Urban
Q19
Base:515
![Page 58: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/58.jpg)
Demographic profile of Secure users (Income)
3.7
1.7
2.3
3.7
1.7
3.4
6.2
6.2
2.5
0.8
1.1
1.7
5.9
2
1.9
1.9
3.8
2.5
3.1
2.5
2.5
0.6
1.3
2.5
0.6
3.1
1.2
2.1
3.7
1.9
3.3
5
5
1.9
0.6
1.2
1.2
4.9
1.6
0 5 10
2,400,000 - 2,599,000
2,600,000 - 2,799,000
2,800,000 - 2,999,000
3,000,000 - 3,199,000
3,200,000 - 3,399,000
3,400,000 - 3,799,000
3,800,000 - 3,999,000
4,000,000 - 4,199,000
4,200,000 - 4,399,000
4,44,000 - 4,599,000
4,600,000 - 4,799,000
4,800,000 - 4,999,000
5,000,000 - 6,999,000
7,000,000 - 10,000,000
Total
Rural
Urban
Q19
Base:515
![Page 59: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/59.jpg)
Demographic profile of Secure users (Age)
4.5
23.4
35.5
17.7
12.4
4.5
2
6.9
25.6
25.6
20
12.5
5.6
3.8
5.2
24.1
32.4
18.4
12.4
4.9
2.5
0 10 20 30 40
15 - 19 YEARS
20 - 24 YEARS
25 - 29 YEARS
30 - 34 YEARS
35 - 39 YEARS
40-44 YEARS
45- 49 YEARS
Total
Rural
Urban
Q20
Base:515
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Lifestyle
![Page 61: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/61.jpg)
Lifestyle of Secure users
39
53
55
57
58
59
67
78
79
94
0 10 20 30 40 50 60 70 80 90 100
READ A BOOK
MEET WITH FRIENDS
DO SHOPPING AT LOCAL MARKET
ATTEND OUTDOORINGS (BABY-NAMINGCEREMONIES)
GO TO THE LARGE MARKETS TO SHOP (MAKOLA /AGBOGLOSHIE / ADUM
SHOP AT NEIGHBOURHOOD KIOSK
ATTEND FUNERALS
ATTEND MARRIAGES, ENGAGEMENTS
WATCH LOCAL MOVIES
ATTEND RELIGIOUS ACTIVITIES (CHURCHSERVICES)
% RESPONDENTSBase: 515
Q31
![Page 62: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/62.jpg)
Lifestyle of Secure users
10
11
16
18
21
26
29
0 10 20 30 40 50 60 70 80 90 100
SHOP AT SERVICE STATION MARTS (SHELLSHOPS / MOBIL MART)
PARTICIPATE IN NEIGHBOURHOOD MEETINGS /GAMES
GO FOR A WALK / JOGGING FOR FITNESS
READ NOVELS
GO TO SHOPS THAT OFFER LOW PRICES
BROWSE THE INTERNET
WATCH FOOTBALL ON THE TV
% RESPONDENTSBase:515
Q31
![Page 63: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/63.jpg)
Media Habits
![Page 64: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/64.jpg)
Sources of information on current affairs
95.7 98 91 95100
92.8 94 96.8 78.8
96.3
9.710
14.8
5
3.8
1.71.5
1.3
5
40 60 35.5
30
8.86.26.5
8.4
7.5
58.3 54 62.6
62.5
56.3
6.2 7 0.621.3
1 0.5 1.9 1.30.2 0.60.4 0.6 1.30.4 1
0%
20%
40%
60%
80%
100%
TOTAL ACCRA KUMASI DODOWA BECHEMLocation
CHEMICAL SHOP SELLER /PHARMACISTOTHER HEALTH WORKER
NURSE
MEDICAL DOCTOR
INFORMATION VAN
FRIENDS /RELATIVES
BILLBOARDS
NEWSPAPERS
SOUVENIRS
POSTERS
TV
RADIO
Q32
Base:515
![Page 65: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/65.jpg)
88.7 93 80 86.397.5
83.985
90.365
87.511.3
16.5
3.9
17.5
6.3
2.75
0.6
3.8
20 35.512.3
13.8
2.512.2 18 9.7
13.8
1.3
55.9 4763.2
63.8
56.3
12.822.5
3.220
1.2 30.2 1.30.6 0.5 1.31.4 3.5
0%
20%
40%
60%
80%
100%
TOTAL ACCRA KUMASI DODOWA BECHEMLocation
CHEMICAL SHOP SELLER /PHARMACISTOTHER HEALTH WORKER
NURSE
MEDICAL DOCTOR
INFORMATION VAN
FRIENDS /RELATIVES
BILLBOARDS
NEWSPAPERS
SOUVENIRS
POSTERS
TV
RADIO
Q33
Base:515
Sources of information on new products
![Page 66: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/66.jpg)
78.6 86.5 63.6 76.390
71 74 68.8 50
88.85.47 3.2
6.3
5
11.5
2.5
10.9 213.2
8.8
2.5
2.9 4
1.95
42.4 32.5 45.536.3
67.5
8.811 4.5
20
18.722 22.7
17.5
3.8
14.814.5
18.822.5
12.517.5
1311.3
29.2 4421.4
35
1.3
0%
20%
40%
60%
80%
100%
TOTAL ACCRA KUMASI DODOWA BECHEMLocation
CHEMICAL SHOP SELLER /PHARMACISTOTHER HEALTH WORKER
NURSE
MEDICAL DOCTOR
INFORMATION VAN
FRIENDS /RELATIVES
BILLBOARDS
NEWSPAPERS
SOUVENIRS
POSTERS
TV
RADIO
Q34
Base:515
Sources of information on new health related products
![Page 67: Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649eb25503460f94bb9851/html5/thumbnails/67.jpg)
Most effective medium of communication
44.9
56.5
32.3
63.8
21.3
49.9
40.5
61.3
22.5
78.8
5.2 3 6.513.8
0%
20%
40%
60%
80%
100%
TOTAL ACCRA KUMASI DODOWA BECHEM
Location
FRIENDS /RELATIVESTV
RADIO
Q35
Base:515