Despite progress made in reducing fertility and increasing the contraceptive prevalence rate in Kenya, many women still experience high unmet need for contraception. Part of the challenge in addressing current levels of unmet need is the limited use of contraception by women during the first 12 months postpartum. New methods are needed that offer greater ease of use, are women-initiated, and do not require significant medical provider involvement for service delivery. One such method is the Progesterone Vaginal Ring (PVR), a reversible contraceptive that according to clinical trial data is safe and effective for breastfeeding women. New product introduction strategies often suffer from lack of available market research. The PVR, a new product in sub-Saharan Africa, faced such a challenge. A study on Willingness to Pay was deemed necessary to estimate the effect of price on potential consumer demand for the method in Kenya. This study’s findings will be integrated with results from a market segmentation exercise conducted earlier to develop a pricing model for the PVR.
Liambila, Wilson, Deepa Rajamani, Francis Obare, Saumya RamaRao, Harriet Birungi, and Heather Clark. 2015. "Willingness to pay for contraceptive vaginal rings in Kenya." New York: Population Council.
The Progesterone Contraceptive Vaginal Ring: Expanding Contraceptive Options in Africa