Zambia (2007): Preliminary Findings on Target Group Profiles and Perceptions about the Brand, Product and Place regarding the Provision of Male Circumcision Services to Men (15 to 30 years)

Specifically the research objectives are: a. To describe the attitude, beliefs and social norms towards MC in terms of beliefs to be reinforced and beliefs to be changed. b. To describe the perception towards the MC service/men's health care generally in order to identify the current brand personality and information related to product and place. c. To create at least one archetype of the target group and their opportunity, ability and motivation to process MC communications. d. To describe opportunity, ability and motivation to process marketing and communication activities FoQus on Concept Development consists of a qualitative study used to collect information for designing the concept for social marketing interventions and a process for facilitating decisions about the marketing strategy and mix. In this case the social marketing intervention is MC IEC materials that will be available to potential clients accessing MC services. In addition, the social marketing intervention is also interested in the perceptions of MC services and male reproductive health services (MRH) in order to improve the current MC service provided. Results from the TRaC segmentation table illustrate that the bubbles that have the most impact in the accessing of MC are social norms, attitudes and beliefs. Therefore contextual information on the reasons for use and non use of MC by both those who have undergone MC and those who have not is explored.Individ ual interviews were held amongst those who have undergone MC and those who have not. The interviews were stratified by age and marital status. Therefore the four interviews that have currently taken place include men aged between 20-30 single and married.