Analysis of brand performance: A case study of Protector Condom, Uganda Health Marketing Group (UHMG)

Abstract

The purpose of the study was to analyze the performance of Protector Condoms in Uganda. Specifically, the study was intended: to assess the current performance of protector condoms in Uganda; to identify and analyze the factors responsible for the decline in performance of protector condoms in Uganda; and to recommend strategies that can improve the performance of protector condoms in Uganda. The study used a cross-sectional survey design. A total number of 197 respondents were selected using stratified random and purposive sampling techniques. The study used primary and secondary sources of data in which questionnaires and an interview guide were used to collect data. Quantitative data was analyzed using SPSS whereas qualitative data was analysed, using formal approach where content analysis approach was used. The study showed that respondents generally disagreed on many aspects concerning the performance of protector condoms. The study also established that the factors leading to the decline in protector condoms as a brand include lack of an acceptable standard of quality and protector condoms not reasonably being priced. An independent-samples t-test showed that there was no statistically significant difference in the mean scores in the perception of males and females on the performance of Protector Condoms as a brand (0.641 >0.05) and also on the causes of decline in performance of Protector Condoms as a brand (0.85 > 0.05). A One-way between-groups ANOVA showed that there was no statistically significant difference in perceptions of respondents on performance of Protector Condoms according to age (0.160 > 0.05), education level (0.699 > 0.05.) and marital status (0.553 >0.05). There was also no statistically significant difference on the causes of decline in performance of Protector Condoms as a brand according to age (0.249 > 0.05) and education level (0.235 > 0.05). However, there was a statistically significant difference on the causes of decline in performance of protector condoms according to marital status (0.026 < 0.05).The study concluded that: the characteristics of Protector Condoms as a brand do not appeal to consumers. The study also concludes that there is a slight influence of demographic factors on the decline in performance of protector condoms. It is recommended that: the characteristics of Protector Condoms as a brand should be improved; people who are skilled, trained and experienced at brand management should be employed; customers should be made to identify with their brands and Protector Condom should be rebranded since the current brand name is tainted so as to meet the condom users’ perception of quality.