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. Several campaigns have been conducted in South Africa to encourage Generation Y to use condoms. For example, condom use promotion has been the focus of annual campaigns such as “flip HIV to HI victory!", “scrutinise or condomise". In addition, extensive research has been conducted to identify the determinants of condom use among young people. Most of these condom studies have been informed by the Theory of Planned Behaviour (TPB). Despite these interventions, more than 500 000 new HIV infections were reported in South Africa between 2016 and 2018. This clearly indicates that more needs to be done in South Africa to achieve zero new infection targeted by UNAIDS. Possibly, better results could be achieved if the interventions mentioned focussed on the real issue, which is the consistent condom use (behaviour sustainability). Until now, most research studies and campaigns have focused on condom use, rather than consistent condom use. This view is consistent with the social marketing paradigm which contends that effective behaviour-change programmes should not only focus on behaviour change, but should aim to achieve behaviour sustainability. Unfortunately, there is a scarcity of social marketing studies that examine behaviour sustainability, including consistent condom use. It is against this background that this study chooses to investigate the factors influencing consistent use and loyalty of branded condoms among Generation Y in South Africa...
Ph.D. (Marketing Management)