The paper "Under Consumption of Contraceptives by Aboriginal and Torres Strait Islander Women" is a good example of a marketing assignment. The unsustainable consumption issue identified is the under consumption of contraceptives in Aboriginal and Torres Strait islander in Australia. The indigenous women aged below 30 were found to account for 75% of the total fertility rate in Australia. The fertility rate was found to be high because this population have under-consumed the knowledge and the use of contraceptives to control pregnancy. It was also found that the indigenous mothers were 7 times more likely to become pregnant in their teenage years compared with the non-indigenous mothers (Savage, 2009). The main consumer behavior influences that lead to the under consumption of the contraceptives is attitude and values that make up the mindset.
The attitudes and values towards the contraceptives and the responsible sex behaviors are the major behavior influences causing this under consumption. According to the State of Queensland publication (2015, there are opinions of peers and family members that have a significant influence on young person’ s decision regarding the consumption of contraception or not.
According to a research by the State of Queensland, some girls reported that the boys could tell them that they could not get them pregnant because they had the width; a sorcery black magic (Queensland Government, 2015). The values and attitudes towards these traditions and other social and cultural values have a greater impact on the Aboriginal and Torres Strait Islander girls’ behavior under consuming the contraceptives. The under consumption of contraceptives among Aboriginal and Torres Strait Islander women merited an investigation because of the burden it is having on the government as well as the social-economic impacts it has on the populations to ensure the policies could be enacted to arrest the situation.
According to Larkins (2011). , the impact of this behavior include the worse obstetric outcomes; higher maternal and perinatal mortality, higher rates of low birth weight and prematurity as the short-term, impacts and lower SES and less schooling and other adverse socio-economic impacts. Therefore, investigating this issue was important to ensure that the right measures were adopted to arrest the situation and for the proper allocation of resources to deal with the problem. Understanding this influence can help the government to plan the necessary intervention measures to address the problem.
Learning the mindset influences and other influences will help the government to design measures to counter the behavior. The government can achieve this either through the curriculum or allocating more resources to the public health officials who create awareness amongst the affected population. 2.2 Provide a detailed theoretical critique of one consumer behavior influence. What theories are used to explain the issue? How does theory assist in understanding and solving the problem? There are many theories that can be used to explain the behavior influence of under consumption of contraceptives amongst the Aboriginal and Torres Strait Islander women.
It was found that the values and attitudes prevent these women from using contraceptives. Them being human beings, they have the needs and the motivations to satisfy these needs. The under consumptions is expressed through the satisfaction of some needs like the affiliation needs, and the failure to satisfy other needs like self-actualization (Nelson, 2011). According to Murray’ s primary and secondary needs, the primary needs are necessary for one’ s survival whereas the secondary needs are important to make one’ s life comfortable.
The primary needs include air, water, food, sex, relaxations, sleep, and relaxation among others ensures that a person continues to live. The secondary needs, are influenced by environmental forces. This is necessary to make life comfortable (Ling, 2015). The satisfaction of these two levels of needs are important and once one is left out, there are problems can result, for instance, the mortality rates, drug and substance abuse, retrogressive myths and traditions among others.
In the case of the consumer behavior influence of under consumption of contraceptives, the Aboriginal and Torres Strait Islander women were consuming the primary needs including sex but failed to consume the secondary wants. The secondary wants, in that case, could have included information, awareness, and contraceptives.
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