The impact of religion, personal values on brand performance of male condoms in rural community: Case of rural consumers.

Author

Chimchembele, Mcdonald

Title

The impact of religion, personal values on brand performance of male condoms in rural community: Case of rural consumers.

Abstract

This study aims to investigate the relationship between religion, personal values, and brand preference of male condoms in rural communities. With a growing emphasis on sexual health and well-being, understanding the factors that influence condom usage has become increasingly important. By examining the interplay between religious beliefs, personal values, and brand preference, this research seeks to provide a deeper understanding of the complex factors that shape condom usage in rural communities. The research is guided by the research objectives which include, to investigate the influence of religion on the brand preference of male condoms in rural communities, to determine the role of personal values in shaping individual’s brand preference of male condoms in rural communities and to investigate the relationship between religion and personal values of male condoms in rural communities. The study employs a quantitative, descriptive research design to collect data from all 3193 males (ZIMSTAT 2022 population and housing preliminary report) between the ages of 18 and 60 residing under Chief Samambwa. A structured survey is used to gather data on respondents' religious beliefs, personal values, and preferences and attitudes towards male condom brands. The research findings from the study highlighted that religion has statistically significant effect on brand preference of male condoms in rural community. In addition, the research findings further highlighted that, personal values have statistically significant effect on brand preference of male condoms in rural community. The study indicated that people who have a high level of personal values are more likely to prefer brands that are associated with their ideal self. To add on, from the results obtained for H3 indicated that religion has no statistically significant effect on personal values.

Date

June 2024

Publisher

BUSE

Keywords

Personal Values

Brand Performance

Male Condoms

Rural Consumers

Supervisor

Mr. Chirimubwe