Guatemala (2010): Brand Equity Conjoint Study Among Guatemalan Men Aged 18-49 Who Use Condoms. FIRST ROUND.

This study design is for a special conjoint study of condom using men aged 18-49 in Guatemala to identify the determinants of their brand choice. In this study, the research team will investigate the following specific questions: 1. What is the current brand equity of existing Vive line brands? 2. How does their brand equity compare to other in-market brands? 3. How do Vive brands' price points compare and do they cluster into a low-tier and mid-tier as planned? 4. How do Vive brands; price points compare to other in-market brands?