The use of segmentation to develop a strategy for marketing the use of family planning services in Pakistan

Sohail Agha, Population Services International (PSI)

This study is a market segmentation analysis conducted to identify factors associated with the use of family planning services in Pakistan. The purpose of the study is to assist program managers make more effective decisions regarding marketing family planning services. Data collected in 2007 for a nationally representative survey of married women was used for the statistical analysis. Principal components analysis was used to identify attitudes towards and perceptions of family planning. Multivariate logistic regression analysis was used to identify the determinants of the use of family planning services. The findings indicate that demographic, quality of care and attitudinal/belief factors independently influence the utilization of family planning services. The findings suggest that multiple strategies may be employed to increase the use of family planning services among Pakistani women.