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Perceptions of Contraceptives Among Women in Jordan: A Projective Study

The image consumers have of a service or product influences their willingness to adopt the product and use it. Yet the image of contraceptives among consumers is not well understood. In preparation for a new marketing campaign for contraceptives, CMS/Jordan conducted research into the perceptions of Jordanian women of different methods of family planning: voluntary surgical contraception (VSC), the rhythm method, and intrauterine devices (IUDs). By presenting different scenarios and asking a set of open-ended questions, CMS found that VSC and the rhythm method were perceived fairly negatively, while IUD users were judged to be more educated and careful.