Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report

Project Flora – Willingness to pay Study

Prepared for AED/GSCP

January 2006

Final Report

Outline

• Background• The brief

• Objectives

• The findings• Contraceptive use history

• Purchase Intention

• Price Trade Off

• Demographics

• Media Habits

• Summary of findings and conclusions

• Methodology

Summary of findings

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.

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.

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%).

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.

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.

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.

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.

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%)

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.

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.

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.


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%.

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

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.


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.

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

Background

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.

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

Methodology

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

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

The findings

Purchase Intention

Contraceptive use history

Price Trade Off

Demographics

Media Habits

Contraceptive Use History

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

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%)

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%)

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

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

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



Q7

Base: 64

Ex-outlet price range of two cycles of Secure

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



Q7

Base: 331

Ex-outlet price range of three cycles of Secure

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

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

Purchase Intention

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


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






Base:515


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%


LOCATION






Base:501


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






Base:501


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%


LOCATION






Base:450


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






Base:450

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






Positive buying intention(Probably or definitely buy)

Price Trade Off


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


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


Base:515

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

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

Demographics


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

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)


Q16,17,18

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

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

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

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

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

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

Lifestyle

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

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


Q31

Media Habits

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

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%



NURSE

MEDICAL DOCTOR

INFORMATION VAN

FRIENDS /RELATIVES

BILLBOARDS

NEWSPAPERS

SOUVENIRS

POSTERS

TV

RADIO

Q33

Base:515

Sources of information on new products

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%



NURSE

MEDICAL DOCTOR

INFORMATION VAN

FRIENDS /RELATIVES

BILLBOARDS

NEWSPAPERS

SOUVENIRS

POSTERS

TV

RADIO

Q34

Base:515

Sources of information on new health related products

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

Documents

Project Flora – Willingness to pay Study Prepared for AED/GSCP January 2006 Final Report