A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management

Research report (M.Sc.) - Asian Institute of Technology, 2005

Social benefit is what people care much about in the millennium of advanced technology and globalization. That is the reason why social marketing is created based on the theory and techniques of commercial marketing in order to gain social goals. Healthy life style is what everybody, every country make a lot of efforts to acquire. Application of social marketing in public health aim to create healthy behaviors for people. In recent years, realizing the role of public health, government of many developing countries paid attention at improving and promote a healthy lifestyle. The purpose of this research is to analyze current social marketing in condom use among youth in Vietnam. Then specific recommendations are provided based on the finding of the research in order to have increased the condom use rate among youth. This research deals with the analysis of awareness and attitude of youth in condom use, a sensitive topic. Thus, it is necessary to design and collect information from in-depth interviewing of thirty youth and ten condom providers. Findings of this research are barriers to condom use of Vietnamese youth and opportunities for condom promotion in Vietnam in order to overcome the barriers. A pilot program is proposed and peers education is recommended to achieve the healthy society of Vietnam