Employing Consumer Perception Insights to Address Dissonance and Increase Product Acceptance: Freedom5 Case Study

Employing Consumer Perception Insights to Address Dissonance and Increase Product Acceptance: Freedom5 Case Study

Priyanka Joshi (Population Services International (PSI), India), Sanjeev Dham (Population Services International (PSI), India) and Atul Kapoor (Population Services International (PSI), India)
DOI: 10.4018/978-1-4666-4430-4.ch011
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Abstract

The essence of the chapter is use of communication mix used for addressing the dissonance of the women among reproductive age regarding long-term contraceptives. The use of Intrauterine Device (IUD) has remained static at around two percent for the last decade and a half, despite IUDs being an effective reversible contraceptive. There are many myths and misconceptions prevalent in the communities, which have resulted in this low use of IUD. The different communication channels, interpersonal counseling, mass media, medical detailing and helpline, have the same objective of raising awareness and dispelling negative words regarding IUD. An outbound call through helpline is based on the principle of AIDAS (Awareness Interest Desire Action Satisfaction). A helpline call through counselor help in assuring women of the method adopted and creates brand ambassadors for IUD, who in turn motivate other women in the community.
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Background

India is the second most populous country in the world with over 1.21 billion people. At a decadal growth rate of 17.6%, India is projected to become the world's most populous country by 2025 (US Census Bureau, 2011). This may be attributed to a low modern contraceptive prevalence rate of 47 percent (DLHS, 2007-08). The use rate for the modern temporary methods is reported to be as low as 5-7 percent.

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