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Table 4 Willingness to Pay Higher Prices: Ordered Multivariable Logistic Regression (Sample Includes All Users)*

From: Brand equity and willingness to pay for condoms in zimbabwe

Brand equity factors Protector Plus Free/Government
  Odds Ratio p-value Odds Ratio p-value
Satisfaction/loyalty 2.17 <0.001 1.68 0.038
Perceived quality 0.84 0.434 1.88 0.042
Leadership/popularity 1.44 0.073 1.00 0.987
Perceived value 1.09 0.675 3.08 <0.001
Brand personality 1.83 0.007 1.20 0.480
Market Barriers 1.70 <0.001 n/a
  1. * Co-variates include age, education, marriage status, and SES