Market Segmentation Research

No. of pages: 38

Publication date: January 2014

Author: Borbala Koo, Marija Jevtic

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This Market Segmentation Research was conducted with the support of UNFPA being one of the recommendations of the evaluation of FP services conducted in 2013. The purpose ofthe research is to assist the Ministry of Health for ensuring access of the entire population to FP/RH services and contraceptives, with a special attention for vulnerable groups.

The study aimed at assessing the existing contraceptive market situation and use, to help defining vulnerable groups and establish a need for free contraceptive products and the initiation of the Total Market Approach in Serbia. The research was carried out by a team of international and national consultants and is based on secondary analysis of data provided by MICS surveys and national statistics, revision of national documents and interviews with relevant stakeholders. Taking into account that the evaluation of FP services included a large field visit component carried out in 2013, we included in the current survey just some interviews with local authorities from Novi Sad and visiting one primary health care clinic.