Adoption process and marketing of social change: a case study of the family planning programme
Abstract
Traditionally demographic and economic variables have
been suggested for segmenting the family planning market.
This paper argues that for designing effective communication
strategies, couple's stage of adoption is a better basis
for segmenting the family planning market. However, the
major difficulty in using the suggested approach is the
inadequate knowledge of the process of adoption. Therefore,
a model of adoption is proposed. The methodology
consisting of a heuristic built around automatic interaction
detector (AID) is described. The validity and the salient
features of the proposed adoption model are discussed.
The segmentation scheme is proposed on the basis of
the stages of adoption in family planning. Unlike conventional
KAP researches, the segments provide a description
of a couple in a multi-dimensional space. The usefulness
of the segmentation scheme in the design of work methodology
for the worker is discussed.
Finally, for planning at the district level, the implications
of regional difference in the distribution of couples
in the different market segments are discussed.
This article is based on the author's doctoral dissertation,
"Adoption of Family Planning : A Process Model
and Optimal Pattern of Field Workers' Visits." The dissertation
was partially financed by the Population Project
Unit of the Indian Institute of Management, Ahmedabad.
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