Afghanistan Market Segmentation Analyses

Title: Afghanistan Market Segmentation Analyses
Principal Investigators: Meghan Reidy, Michelle Weinberger
Timeline: July - August 2017

In Afghanistan, SHOPS Plus  supports the Afghan Social Marketing Organization (ASMO) to market and distribute a variety of health products, including child health and family planning products. SHOPS Plus partner Avenir Health conducted a market segmentation analysis of the 2015 Afghanistan Demographic and Health Survey (AfDHS) to identify and prioritize population segments most likely to adopt family planning, maternal health, and child health products and services. Additionally, the project conducted analyses to determine the contribution that ASMO makes to health in Afghanistan.

Objectives/research questions:
The objective of the analyses was to understand which population segments were most likely to adopt key family planning and child health products and services offered by AMSO and identify strategies to reach those segments. 

SHOPS Plus partner Avenir Health conducted secondary analyses of the 2015 AfDHS to identify market segments. To evaluate the health impact of ASMO programming, Avenir complemented AfDHS data with modeling analysis using Marie Stopes International’s Impact 2 Calculator and Population Services International’s Impact Calculator.

Relevant Resources:


Status: Completed
Last updated: October 2020

Learn more about our work in Afghanistan, family planning, child health, pharmaceutical partnerships and social marketing,  and total market approach

See other SHOPS plus studies. 



Sustaining Health Outcomes through the Private Sector (SHOPS) Plus is a five-year cooperative agreement (AID-OAA-A-15-00067) funded by the United States Agency for International Development (USAID). This website is made possible by the generous support of the American people through USAID. The information provided on this website is not official U.S. government information and does not represent the views or positions of USAID or the U.S. government.

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