Influence Of Service Marketing Mix On Adolescents’ Voluntary HIV Counseling And Testing Uptake In Tanzania

ABSTRACT

Background: In public health, traditional 4Ps marketing mix elements (product, price, place and promotion) have been successfully used to influence clients/patients to adopt desired health behaviors and health status changes in reproductive health, TB, malaria, child survival and HIV interventions. However, the use of additional 3Ps of the marketing mix has rarely been used in public health interventions. Objective: The main purpose of the study was to examine the influence of the additional 3Ps (physical evidence, people and process) of the service marketing mix on VCT uptake among adolescents in Tanzania. Methods: Cross sectional study design was used .Data collection was conducted using the modified version of SERVQUAL as well as focus group discussion. Data analysis was done using binary logistic regression, correlation analysis, independent sample t test, ANOVA and descriptive statistics methods. Results: Among 449 participants, 54% were females and 46% male. The age range for study participants was 12-19 years. Age and school type were predictors of VCT uptake among adolescents. The 3Ps of the service marketing mix elements (physical evidence, people and process) significantly influenced VCT uptake among adolescents. Conclusion: Integrating the 3Ps of the service marketing mix in HIV prevention strategies and interventions can increase VCT uptake among adolescents in Tanzania.