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EMAC 2019 Annual Conference

Condom usage in men – direction for marketing strategy

Published: May 28, 2019


Alexandra Hutanu, Universitatea Alexandru Ioan Cuza Iasi, Romania


condoms; condoms usage; sexual health


This paper studies male condoms usage in Romanian men and aims to give marketing directions for the brand Masculan. Two qualitative methods were used. First, in-depth interviews were conducted on a sample of 8 males. Second, a netnographic study was conducted on reviews and comments regarding Masculan and other brands. The study shows that the main advantage sought when using condoms is protection against pregnancies. Preventing STDs is not a real concern. In fact, men exclude the possibility of contracting an STD only on the premise of knowing their partner and their personal hygiene. Masculan is perceived as a low quality brand, because of its packaging and price. Also, when compared to Durex, any other brand seems to be an unworthy competitor. According to these findings, Masculan should change all of the for Ps of the marketing mix. However, this study is relevant to other stakeholders from the condoms industry.