Background: Zimbabwe suffers from one of the greatest burdens of HIV/AIDS in the world that has been\r\ncompounded by social and economic instability in the past decade. However, from 2001 to 2009 HIV prevalence\r\namong 15-49 year olds declined from 26% to approximately 14%. Behavior change and condom use may in part\r\nexplain this decline.\r\nPSI-Zimbabwe socially markets the Protector Plus (P+) branded line of condoms. When Zimbabwe converted to a\r\ndollar-based economy in 2009, the price of condoms was greatly increased and new marketing efforts were\r\nundertaken. This paper evaluates the role of condom marketing, a multi-dimensional scale of brand peceptions\r\n(brand equity), and price in condom use behavior.\r\nMethods: We randomly sampled sexually active men age 15-49 from 3 groups - current P+ users, former users,\r\nand free condom users. We compared their brand equity and willingness to pay based on survey results. We\r\nestimated multivariable logistic regression models to compare the 3 groups.\r\nResults: We found that the brand equity scale was positive correlated with willingness to pay and with condom\r\nuse. Former users also indicated a high willingness to pay for condoms. We found differences in brand equity\r\nbetween the 3 groups, with current P+ users having the highest P+ brand equity. As observed in previous studies,\r\nhigher brand equity was associated with more of the targeted health behavior, in this case and more consistent\r\ncondom use.\r\nConclusions: Zimbabwe men have highly positive brand perceptions of P+. There is an opportunity to grow the\r\ntotal condom market in Zimbabwe by increasing brand equity across user groups. Some former users may resume\r\nusing condoms through more effective marketing. Some free users may be willing to pay for condoms. Achieving\r\nthese objectives will expand the total condom market and reduce HIV risk behaviors.
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