Social marketing on AIDS: using Transtheoretical model to understand current condom usage among commercial drivers in Accra,Ghana |
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| Authors: | Ernest Yaw Tweneboah‐Koduah Nana Owusu‐Frimpong |
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| Affiliation: | 1. Department of Marketing, University of Ghana Business School, , Accra, Ghana;2. Department of Marketing and Communication, London Metropolitan Business School, , UK |
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| Abstract: | ![]()
- This is an exploratory research to utilise the Transtheoretical model to assess condom usage intentions among commercial drivers in Ghana. A convenience‐based non‐probability sampling method was employed, and a face‐to‐face questionnaire was administered on 132 commercial drivers in Accra. The analysis of variance and one sample t‐test statistical method was employed to establish relationship between variables based on the Transtheoretical model. The result reveals that over 71.9% of commercial drivers are at precontemplation, contemplation and preparation stages. This means that most commercial drivers interviewed have not yet taken action to use condoms to protect themselves against HIV/AIDS. The findings of the study constitute a series of marketing ideas, useful in decision making with social marketing organisations.
Copyright © 2013 John Wiley & Sons, Ltd. |
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