Assessing the potential market for a progesterone contraceptive vaginal ring (PCVR) as a new contraceptive option in sub-Saharan Africa using needs-based market segmentation

The market segmentation analysis presented in this report aims to clarify the PPFP landscape in Kenya Nigeria and Senegal and aid PCVR’s effective introduction with an emphasis on increasing access to those under-served. This exercise’s specific objectives are: 1) to estimate the proportion of PCVR consumers in each country (women aged 15 to 49) likely to use the method based on their fertility experiences and intentions 2) to describe the segments of consumers through demographic and socio-economic characteristics and 3) to forecast segment-specific PCVR use estimates by evaluating both current and future need for the product.This report is based on secondary analysis of nationally representative Demographic and Health Survey (DHS) data for Kenya from 2008 to 2009 Nigeria in 2008 and Senegal in 2005. The total number of women interviewed in their respective Surveys is 8444 in Kenya 33385 in Nigeria and 14602 in Senegal. Since need drives market behavior a needs-based segmentation analysis was performed with the DHS data. Segmentation research is valuable for the PCVR because it permits definition of very specific needs-based market segments into which its entire consumer universe both present and potential can be discerned. The market segmentation analysis includes three steps and involves cross-tabulation. (excerpt)