Table 1 Protector Plus Users' Brand Equity Descriptive Statistics
From: Brand equity and willingness to pay for condoms in zimbabwe
What brand of condoms can you recall? | Current P+ | 95% CI - Low | 95% CI - High | Lapsed P+ | 95% CI - Low | 95% CI - High | Free/Gov't User | 95% CI - Low | 95% CI - High |
|---|---|---|---|---|---|---|---|---|---|
Protector Plus | 98.8% | 97.9% | 99.8% | 96.4% | 95.2% | 97.5% | 60.2% | 58.7% | 61.7% |
Free Men | 49.1% | 48.4% | 49.7% | 49.3% | 48.4% | 50.1% | 98.1% | 96.2% | 100.0% |
Care | 19.2% | 18.8% | 19.6% | 14.9% | 14.4% | 15.3% | 10.7% | 10.0% | 11.3% |
Free Women | 10.0% | 9.7% | 10.3% | 3.3% | 3.1% | 3.5% | 4.9% | 4.4% | 5.3% |
Durex | 17.3% | 16.9% | 17.7% | 12.0% | 11.5% | 12.4% | 9.7% | 9.1% | 10.3% |
Choice | 3.1% | 2.9% | 3.2% | 1.4% | 1.3% | 1.6% | 2.9% | 2.6% | 3.2% |
Brand Equity Factors (factor analysis) | Â | Â | Â | Â | Â | Â | Â | Â | Â |
Satisfaction/loyalty | Â | Â | Â | Â | Â | Â | Â | Â | Â |
Protector Plus | 92.8% | 92.3% | 93.3% | 82.3% | 81.7% | 83.0% | 41.9% | 41.1% | 42.7% |
Free/Government | 36.0% | 35.6% | 36.4% | 24.3% | 23.9% | 24.6% | 88.3% | 87.2% | 89.3% |
Perceived quality | Â | Â | Â | Â | Â | Â | Â | Â | Â |
Protector Plus | 87.0% | 86.7% | 87.4% | 83.5% | 83.1% | 83.9% | 61.3% | 60.7% | 62.0% |
Free/Government | 36.9% | 36.7% | 37.2% | 30.1% | 29.8% | 30.4% | 74.6% | 74.0% | 75.3% |
Leadership/popularity | Â | Â | Â | Â | Â | Â | Â | Â | Â |
Protector Plus | 90.7% | 90.2% | 91.3% | 78.5% | 77.9% | 79.1% | 42.0% | 41.3% | 42.8% |
Free/Government | 89.5% | 89.1% | 89.9% | 85.0% | 84.5% | 85.5% | 45.3% | 44.7% | 46.0% |
Perceived value | Â | Â | Â | Â | Â | Â | Â | Â | Â |
Protector Plus | 89.1% | 88.6% | 89.6% | 84.5% | 83.9% | 85.1% | 43.3% | 42.5% | 44.1% |
Free/Government | 40.9% | 40.5% | 41.3% | 32.2% | 31.8% | 32.6% | 84.9% | 83.9% | 86.0% |
Brand personality | Â | Â | Â | Â | Â | Â | Â | Â | Â |
Protector Plus | 90.4% | 90.0% | 90.8% | 82.3% | 81.9% | 82.8% | 62.2% | 61.5% | 62.9% |
Free/Government | 53.4% | 53.1% | 53.7% | 43.7% | 43.3% | 44.0% | 83.8% | 83.1% | 84.6% |
Market Factors | Â | Â | Â | Â | Â | Â | Â | Â | Â |
Protector Plus | 90.0% | 89.4% | 90.7% | 74.9% | 74.2% | 75.6% | 30.6% | 29.8% | 31.3% |
Free/Government | 18.3% | 17.8% | 18.7% | 7.9% | 7.6% | 8.3% | 31.4% | 30.3% | 32.5% |