Abstract
HIV and AIDS comprise a major challenge for many countries around the world. Its impact is more severe in sub-Saharan Africa as the region hosts about two-thirds of the global HIV-infected individuals. South Africa has the largest HIV population (7 200 000) in the world, from which 58% is Generation Y. These figures are disturbing, considering that Generation Y represents 37% of the South African population. They are a lucrative market segment and have the ideal size to transform markets whenever they enter in a new phase of their life. Generation Y cohort is also a valuable work force, educated, connected, technologically advanced, and productive. Given its social and economic importance, various actions have been taken to reduce HIV prevalence among Generation Y; one of them is condom use promotion...
Ph.D. (Marketing Management)