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TABOO NO MORE! Marketing condoms to single ladies
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A TABOO STILL!
DOM DOM DOM…
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Durex Okamoto
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Wonder Life Fulex
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Competitors Brand Durex
Fulex Okamoto Wonder life Origin UK Taiwan Japan Malaysia Positioning Leadership, Re-assurred Old-fashioned, Family style Meticulous, Masculine Fresh, Attractive
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CRC Shop
華潤
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7-ELEVEN
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Wellcome
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Watsons
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mannings
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SUMMARY Customer Effort
Value Ranking Action Non-User No 4 Create needs + add belief Inactive Low 3 Increase involvement Passive Low - Medium 2 Enhance purchasing experience Active High 1 Product marketing
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Notas do Editor
Secondary data Observation In-depth interview
香港 98% 男性願用避孕套 憂避孕藥影響伴侣健康 電子生活信息媒体生活易於 4 至 5 月期間,進行一項名為“親密生活”的網上調查,成功訪問了 722 名年齡介乎 25 至 50 歲的已婚男性。調查發現, 82% 男士 表示不清楚或認為避孕套會影響伴侣健康, 97% 男士誤會避孕藥會影響伴侣健康,因此選用避孕套避孕。 新聞來源 : 大公報 June 02, 2009 家計會二零零七年香港家庭計劃知識、態度及實行調查報告 在避孕方面,調查發現男用避孕套是最多受訪女性曾經使用的方法, 83% 受訪婦女曾經使用,滿意的比率亦高達 93% 。其次是口服避孕藥,但曾經使用口服避孕藥的受訪婦女比率只有約 36% ,較 2002 年的 50% 下降了接近一成半。 在調查期間有實行避孕的 1,078 名女受訪者中,被最多人用作主要避孕方法的亦是男用避孕套,超過六成。男用避孕套的使用率多年來不斷上升,由 1982 年的 20% ,升至 2007 年的 63% 。曾經是最多人使用的女性結紮手術及口服避孕藥,多年來使用比率不斷下降。女性結紮手術由 1982 年約 28% ,下降至 2007 年的 9% ;口服避孕藥則由 1982 年接近 27% 下降至約 8% 。至於子宮環的使用率,由 1992 和 1997 年的大約 6% ,上升至 2007 年接近 12% ,增加差不多一倍,相信是因為近年有更多內地婦女來港定居所致。
六成人避孕首選安全套 時至今日,家計會教導港人避孕的方法也很多,包括男用避孕套、子宮環、口服避孕藥、避孕針、男女結紮手術等。當中,女性口服避孕藥曾在 80 年代非常普及,家計會 1982 年數字顯示,有 26.8% 婦女用此方法避孕,但受歡迎程度逐年下跌, 2007 年僅 8.4% 人使用。而男用避孕套則取而代之成主流,由 1982 年的 20.2% ,每年增長至 2007 年的 63.7% ,成為大部分港人的「避孕首選」。 家計會高級醫生羅善清認為,此趨勢或與港人行房次數減少有關。她指出,港人做愛次數一直在世界上「包尾」,甚至有夫婦每月僅圓房兩三次,避孕套可方便偶然「心血來潮」的港人使用,「用完一次便丟,但食藥就要長期食,無論有無性行為都要食,否則便無效」 據 2009 年人口及住戶統計資料報告書指出,香港仍男少女多,灣仔區的男性所佔比例最低,與每千名女性相對的僅有 755 位男性;中西區則為每千名女性相對的 791 名男性。男女比例最平衡的是葵青區,每千名女性對 963 名男性。
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