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Segmenting the Family Planning Market in Azerbaijan

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Segmenting the Family Planning Market in Azerbaijan WHEN ONE SIZE DOESN’T FIT ALL: SEGMENTING THE FAMILY PLANNING MARKET IN AZERBAIJAN November 2009 This publication was produced for review by the United States Agency for International Development. It was prepared by Rebecca Patsika, Wenjuan Wang, Sara Sulzbach, Oyunbileg Magvanjav, and Erica James for the Private Sector Partnerships-One project. Country Report Country Report Series: PSP-One Country Reports were developed to inform specific PSP-One country program operations, but they also contain results that may be of interest to a wider audience. All papers in the series were reviewed by PSP-One technical staff in the field and in Washington, DC, as well as by relevant PSP-One program management staff. Recommended Citation: Patsika, Rebecca, Wang, Wenjuan, Sulzbach, Sara, Magvanjav, Oyunbileg and James, Erica. November 2009. When One Size Doesn’t Fit All: Segmenting the Family Planning Market in Azerbaijan. Bethesda, MD: Private Sector Partnerships-One project, Abt Associates Inc. Download: Download copies of PSP-One publications at: www.psp-one.com Contract/Project No.: GPO-I-00-04-00007-00 Submitted to: Patricia Mengech, CTO Bureau of Global Health Global Health/Population and Reproductive Health/Service Delivery Improvement Center for Population, Health and Nutrition Bureau for Global Programs, Field Support and Research United States Agency for International Development Abt Associates Inc. 4550 Montgomery Ave, Suite 800 Bethesda, Maryland 20814 Tel: 301/913-0500 Fax: 301/652-3916 www.PSP-One.com www.abtassoc.com In collaboration with: Banyan Global Dillon Allman and Partners Family Health International Forum One Communications IntraHealth International O’Hanlon Health Consulting Population Services International Tulane University’s School of Public Health and Tropical Medicine WHEN ONE SIZE DOESN’T FIT ALL: SEGMENTING THE FAMILY PLANNING MARKET IN AZERBAIJAN DISCLAIMER The authors’ views expressed in this publication do not necessarily reflect the views of the United States Agency for International Development (USAID) or the United States Government. CONTENTS Acronyms ..................................................................................... xiii Acknowledgements ......................................................................xv Executive Summary ...................................................................xvii 1. Background ............................................................................... 1 1.1 Introduction ..............................................................................................1 1.2 Study Objectives ......................................................................................2 1.3 The RH and FP Context in Azerbaijan ................................................3 2. Methodology ............................................................................. 5 2.1 Quantitative Study of Women and Men of Reproductive Age .......5 2.1.1 Sampling Design ............................................................................5 2.1.2 Survey Instrument Development ..............................................8 2.1.3 Interviewer Training .....................................................................9 2.1.4 Instrument Pretest .......................................................................9 2.1.5 Survey Implementation ...............................................................9 2.1.6 Quality Assurance ..................................................................... 10 2.1.7 Data Weighting ........................................................................... 10 2.1.8 Data Quality Assessment ......................................................... 12 2.1.9 Segmentation Analysis .............................................................. 13 2.2 Qualitative Study of Family Planning Providers .............................. 16 2.2.1 Sampling Strategy and Sampling Frame ................................ 16 2.2.2 Instrument Development ........................................................ 17 2.2.3 Field Work ................................................................................... 17 2.2.4 Transcription ............................................................................... 20 2.2.5 Analysis ......................................................................................... 20 2.3 Study Strengths and Limitations ........................................................ 20 3. Quantitative Findings: Men and Women of Reproductive Age .......................................................................................... 23 3.1 Overview of Family Planning in Azerbaijan ..................................... 23 3.2 Introduction of Family Planning Segments ...................................... 23 3.3 Multi-Dimensional Market Segments (Women) ............................ 24 3.4 Segmentation Profiles: Women .......................................................... 25 3.5 Multi-Dimensional Market Segments (Men) ................................... 38 3.6 Segmentation Profiles: Men ................................................................. 39 4. Qualitative Findings: Family Planning Providers ................ 49 4.1 Respondent Background ..................................................................... 49 4.2 Description of Patients Served .......................................................... 49 4.3 Providers’ Personal Views Regarding Sex Education ..................... 51 4.4 Providers’ Personal Views Regarding Family Planning ................... 53 4.5 Family Planning Services Provided .................................................... 57 4.5.1 Specific FP Methods .................................................................. 60 4.5.2 Abortion and FP Attitudes ..................................................... 62 4.5.3 Patient and Provider Concerns ............................................. 64 4.5.4 Treatment Scenarios ................................................................ 67 4.6 Provider Advice ..................................................................................... 68 5. Targeting Behavior Change Communication ......................... to Specific Market Segments ................................................ 69 5.1 Description of the Target Audiences ................................................ 69 5.1.1 Primary Target Audience .......................................................... 69 5.1.2 Secondary Target Audiences ................................................... 69 5.2 Integrating Market Segments Within a Behavior Communication Framework ............................................................. 70 5.2.1 The Behavior Change Communication Framework ......... 70 5.3 Prioritizing BCC Efforts for Women’s Segments ........................... 72 5.3.1 First Tier: Aware Ambivalents and Prudent Urbanites ...... 73 5.3.2 Second Tier: Coming-of-Age Traditionalists, Young Uncertain Urbanites, and High-Tech Progressives ............. 74 5.3.3 Third Tier: Rural Conservatives ............................................ 75 5.4 BCC Efforts for Men’s Segments .................................................... 76 5.4.1 Group 1: Inexperienced Progressives (M), High-Tech Progressives (W), Coming-of-Age Traditionalists (W), and Young Uncertain Urbanites (W) .......................................................................... 77 5.4.2 Group 2: Educated Conventionalists (M), Urban Individualists (M), Prudent Urbanites (W) and Aware Ambivalents (W) .................................................. 78 5.4.3 Group 3: Reluctant Rurals and Rural Conservatives ......... 78 5.5 National-Level BCC Campaign .......................................................... 79 6. Next Steps .............................................................................. 81 7. Conclusion .............................................................................. 83 Annex A. Family Planning Practices, Preferences, and Unmet Need .............................................................................................. 85 Annex B. Segmentation Profiles: Women ................................. 95 Annex C. Segmentation Profiles: Men ..................................... 123 Bibliography ................................................................................ 147 LIST OF TABLES Table 1. Distribution of the Sample of Rayons by Region .......................6 Table 2. Selected Rayons and the Distribution of the Sample ................7 Table 3. Distribution of the Sample by Gender, Urban and Rural .........8 Table 4. Sampling Weight for Rayons in the Sample .............................. 11 Table 5. Estimated Population (18-49) by Gender, Age and Urban/Rural/Region ....................................................................... 12 Table 6. The Number of Interviews .......................................................... 17 Table 7. Survey Summary for Baku ............................................................ 18 Table 8. Survey Summary for Khachmaz .................................................. 19 Table 9. Survey Summary for Salyan ......................................................... 20 Table 10. Women Non-User Segments by PBC Stage ............................ 71 Table 11. Men Non-User Segments by PBC Stage ................................... 71 Table A1. Percent of Currently Married Women and Men Aged 18-49 Who Have Ever Used Any Contraceptive Method ..... 86 Table A2. Percent of Currently Married Women and Men Aged 18-49
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