Marketing strategy and consumer purchasing behaviour of condoms among University of Cape Coast students in Ghana

Abstract The study explores the influence of marketing strategies on condom use among students at the University of Cape Coast, considering the product’s sensitive nature and public health importance. Using a quantitative approach, 413 students of the University completed structured questionnaires. Data were analyzed via descriptive statistics, Pearson correlation, multiple regression, and moderated structural equation modeling (PLS-SEM). Results indicate a strong positive link between marketing strategies and consumer behaviour amongst student, with promotion (especially advertising and social media) and product being the most impactful components. Religion and ethnicity significantly moderated the relationship between marketing strategy and consumer purchasing behaviour, while place of residence did not. The findings offer key insights for marketers and public health stakeholders aiming to promote condom use in culturally diverse settings. The study recommends culturally sensitive, emotionally resonant, and data-driven marketing approaches to improve sexual health behaviours.