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Contraceptive Security in Armenia: Segmenting the Family Planning Market

This study presents findings from a market segmentation analysis of family planning in Armenia. Specifically, the report identifies and characterizes market segments and offers suggestions for effectively targeting reproductive health resources within the constraints of the political and economic environment. Some questions addressed in this paper are: What proportion of the population in Armenia relies on the public sector for provision of family planning methods and, therefore, is at risk for losing access to its method? Might social marketing be a cost-effective approach to meeting the needs of family planning users and intenders? What is the likely projected demand for modern contraceptive methods in the short term?