AFeasibilityStudyfortheMarketingof

Over-the-CounterPregnancyTestin

HongKongDrugStres

by

TOKING-HON

杜景康

ResearchReport

Presentedto

TheGraduateScool

InPartialFulfiment

oftheRequirmentsfortheDegreeof

MASTEROFBUSINESSADMINISTRATION

THREE-YEARMBAPROGRAMME

THECHINESEUNIVERSITYOFHONGKONG

June1989

DR.CHARLESF.STEILEN

Advisor

2ABSTRACT

This research is carried out to investigate the

feasibility of marketing over-the-counter home pregnancy

test in Hong Kong drug stores.

The research includes literature search, drug store

visits and a questionaire survey. Although the study has its

limitations and is by no means complete, the findings do

provide a better overall picture of how people perceive the

need of such products.

The conclusion of this research can be summarized as:

(1) 56% of the target population (working female between

the age of 15- 49) are aware of product availability.

(2) 36% of the target propulation perceive favourably to

the concept of home pregnancy test.

(3) The willingness to buy does not correlate with

variables such as marital status, the feeling of

embarrassment-to-buy and moral acceptance of product.

(4) The willingness to bud` does correlate with the

awareness of product availability.

3TABLE OF CONTENTS

ABSTRACT ii

TABLE OF CONTENTS iii

LIST OF TABLES 1V

VACKNOWLEDGEMENT

Chapter1I. INTRODUCTION

Research Objective 6

9II. METHODOLOGY

Determination of Sample Size 12

Statistical Analysis of Data 14

III. RESEARCH FINDINGS AND ANALYSIS OF D 16

16Sample Demographics31Hypothesis Testing

Summary of Hypothesis Testing 46

48IV. SUMMARY AND CONCLUSION

51APPENDIX

58BIBLIOGRAPHY

4

LIST OF TABLES

31. Technology Summary

Awareness of Home Pregnancy 't'est 172.

183. Preference of Testing Facility

19Reasons Mentioned for Feeling Embarrassed4.

20Reasons Mentioned for Not Feeling Embarrassed5.

21Respondent's Intention to Buy Home Pregnancy Test6.

23Reasons Mentioned Why Buy Home Pregnancy Test7.

24Reasons Mentioned for Not Buying8.

25Testing Fee at Commercial Laboratory or Pharmacy9.

26Testing Fee at Doctor's Office10.

7Maximum Price for a Home Pregnancy Test11.

28Product Attributes in Order of Importance12.

29Reasons for the Existence of Home Pregnancy Test13.

30Reasnns Against the Existence or Home Pregnancy Test,14.

5ACKNOWLEDGEMENT

I like to show my gratitudes to my project

supervisor Dr. Charles Steilen who has helped me in

conceptualizing ideas and given me much guidance,

without which this project would have never been

completed. I also like to thank my wife who has been my

constant source of encouragement. I am also obliged to

Ms Eva Ko, Ms Lisa Leung, Ms Anita Leung, Ms Anita

Suen, Ms Marnie Yau, Ms Brenda Chua and other friends

who have assisted me with the questionnaire survey.

1Chapter I

INTRODUCTION

Over the years, diagnostic testings have become a more

and more important adjunct to clinical diagnosis. Many

diseases, which in the past were either difficult to be

detected early in their infection or identification is

impossible just byicelinmbalrvabienyativa, nave mnow more

readily identified by the improvement of better diagnostic

techniques or technological advancement in testing tools.

Traditionally, and to a very large extent today, diagnostic

tests are performed in pathology laboratories in

hospitals or in the private sector. These laboratories offer

a wide range of testing services to physicians. The

operation of these laboratories requires high capital

investment for the necessary equipment and employment of

qualified technicians and technologists to actually perform

the testings. The time required to produce a result is

usually overnight for the more popular tests and even weeks

for some special and rare tests. The advance in medical

technology has made possible that certain diagnostic tests

be done more rapidly and with little skills. This

transformation is evident by the fact. that more and more

physicians are doing testings in their clinics and the

2availability of testing services in pharmacies and in drug

stores. These simple-to-do testing products are now

available for various diseases and patient care. Tests

usually require a few drops of whole blood or urine. Popular

ones include testing for sugar, ketones, protein, occult

blood, fertility hormones and pregnancy.

The test used for the detection of pregnancy measures

human chorionic gonadotropin (hCG). hCG is a glycoprotein

hormone secreted by the human placenta throughout gestation.

This hormone has significant biological importance in the

establishment and maintenance of normal pregnancy. During

pregnancy, hCG is easily measured in blood and urine and has

been the mainstay for biochemical confirmation of pregnancy.

Assays for the detection of hCG have also undergone

considerable evolution from the primitive bioassay or

frog-test to today's two-site membrane immunometric assay.

As pregnancy testing has evolved, the assays have become

more sensitive, more reliable, less time-consuming and test

results are much more easily intrepreted. The following

table (table 1) summaries the technology changes.

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4new generation of pregnancy tests can be performed by user

without much trouble and test results are usually a change

in the colour of the reaction mixture. Testing time varies

from 3 minutes to 30 minutes and sensitivity usually

approaching a level where pregnancy can be detected on the

second day after missing menses.

In many parts of the world, home pregnancy tests have

caused mixed feelings among different groups of people.

Physicians for fears of losing part of their business volume

and social workers concerning such assay may cause more

social problem oppose it while many consumers wellcome its

arrival. There is however no clear-cut distinction whether

probable health benefits of home pregnancy tests outweigh

the probable risks and other social concerns. This really

does not apply only to home pregnancy test but to all home-

use diagnostic products.

The home testing market is relatively young but is

expanding very quickly. Estimates are that the market growth

rate will be in the order of 18% year over year form 1987

1 2

through 1992 and will reach US$2.2 billion by 1995

1. Rosendahl, Iris. Home Test Market Expectea to Top $1

Billion by 1992/ Americans Express Keen Interest in Home

Tests."Drug Topics 131 (sept 21,1987):34

2."US Self-care market analysis" Clinica, 22 July 1987,

p.12

5

Hong Kong has a population of over 5.5 million in

1987. The female population within the age group of 15-

49 and working were 1.5t million and about 730,000

respectively. The total number of known live births were

70,000 in the same year. The total number of pregnancy

tests done in 1987 excluding those in hospitals were

estimated to be 465,000. They are performed in

professional establishments namely, doctors' offices,

commercial laboratories and pharmacies/drug stores.

To have a test done in these establishments

often requires a person to actually attend the premises.

A pre-collected sample may need to be brought in, some

waiting time is required and the test result may not be

immediately available or conclusive. All these involve a

great deal of inconvenience and sometimes anxiety. This

together with the hectic life style of most of the

working female in Hong Kong, one may expect there may be

an opportunity for the marketing of an over-the-counter

(OTC) Home Pregnancy Test.

6Research Objective

This research attempts to test the acceptability of the

concept of home pregnancy test in Hong Kong. Among various

aspects that understanding are to be gained, the following

are key issues that must be addressed to minimize chances of

failure in the event of a market launch:

1. Awareness of availability of home pregnanacy tests.

Although home pregnancy test have been available, they

are not being heavily advertised in Hong Kong and as a

result many people may not be awared of it existence. It

would be important to understand why such products are

not being frequently advertised. Since for any product to

be successful, one pre-requisite is that it must be made

known to its prospective customers.

2. Desirable product features. Since home testings must not

be technical or difficult to perform. Product features

which are of interest to the consumer must be met such

that prouduct design and marketing plan can have a basis

to work on.

7

3. Competitive pricing- In a place like Hong Kong, where

there is an abundance of private practice doctors,

commercial laboratories and, pharmacies, all these are

easily found and accessible. Pregnancy testing service

are not hard to find. Furthermore, one gets professional

laboratory service and medical consultation if testings

are being done by a laboratory or in a doctor's office.

The competitive cost of getting such services versus the

price of a home test could also be a major consideration

to the consumer.

4. Psychological factor of embarrassing-to-buy. In a

society where the population make up is primarily

Chinese the social acceptance of a home pregnancy test

and whether or not a psychological barrier of purchase

exist must be considered. Understanding of how such a

product is perceived by the public is crucial to the

decision of product launch and how it should be launched.

5. Preference of professional advice versus a home test.

There is always this concern that whatever the test

result of a home test shows, some kind of follow-up

action may be taken. In the case of a positive test

result, people may go to see a doctor for pregnancy

consultation. On the other hand, if the test result is

negative, some may still go to see a doctor or seek some

other testing services to check if the home testing has

8been fouled up or is not accurate enough. One would then

argue why not consult a doctor in the first place. In

light of this concern, it must be examined critically

whether home test can co-exist with professional advice.

Reasons to buy. Effort should be made to try to6.

understand why people would buy home pregnancy tests. The

information will be useful in the formulation of

marketing strategies in the future.

Therefore, the research will concentrate on and attempts to

answer the following issues:

1. Awareness of the availability of home pregnancy tests.

2. Desirable product features.

3. Competitive pricing.

4. Psychological factor of embarrassing-to-buy.

5. Preference of professional advice versus a home test, and

6. Reasons to buy.

Hopefully, by understanding these issues, the overall

picture of Home Pregnancy Test marketability in Hong Kong

will be a little clearer.

9Chapter II

METHODOLOGY

Since the issues raised in the preceeding chapter will

have a direct impact on the marketability of the product in

concern, they must be investigated and analyzed in the light

of the current understandings and reactions from prospective

customers and from people who are close to the trade.

Relevant literature may offer insight to both local and

overseas success or failure stories.

The research was basically carried out in the following

stages:

1. Literature search on relevant product information.

2. Interviews with drug store managers and purchasing

managers to understand existing home pregnancy test

market.

3. Conducting a questionnaire survey on the concept of

home pregnancy test.

With regards to the literature search, since home-testing is

still a generally new concept to most Hong Kong people,

information collected were primarily related to overseas

markets. The search did however reveal demographic data such

as population of working women by age group. The drug store

10visits and interviews with store staff have proved to be

more rewarding with respect to the level of activities from

different suppliers and consumers' reactions to existing

products.

Concerning the survey, a questionnaire was used. Since

the questionnaire is a key tool in gathering information and

data for this study, precautions have been taken to ensure

questions are carefully set such that data collected are

both valid and reliable. Before designing the questionnaire,

small discussion groups were set up. Female friends were

invited to lengthy discussion sessions in two groups of four

and one group of three. The author participated all three

sessions to discuss various relevant issues that are of

interest to the potential consumers and to the present

study. A sample questionnaire is attached in appendix

A. Since the survey subject was considered a little feminine,

intimate and perhaps sensitive, female interviewers were

used to ensure interviewees to feel more comfortable in

answering the questions. Interviewers were also briefed

before the actual execution of the survey such that

questions would be asked in an exact manner. The survey was

conducted in various parts of Hong Kong including Central,

Causeway Bay, Ts i rn Sha Ts i u Et, Mongkok and Kwun Tong.

During the survey, interviewers stop randomly selected

female passerbys and explain to the potential interviewees

11

that they are carrying out a research on the concept of home

pregnancy test. Interviewers were asked to screen out

respondents who have been interviewed within the past three

months and that she and her immediate family members are not

employed in market research advertising health/ drug/

personal care products retailing or medical/ paramedical

profession before proceeding with the questionnaire.

The questionnaire consists of fourteen questions. Open-

ended, closed-ended and ranking questions were used.

Questions on the demographic data of the respondents were

asked at the last stage to avoid interviewees refusing to be

interviewed.

In the data analysis part, hypothese testings will be

used to see if any relationship exists between the intention

to buy and variables such as awareness, attitudes,

susceptibility to try new things and marital status etc.

'rho final part of this research will be a

recommendation based on the findings. Limitations of the

study and areas where further studies are required will also

be highlighted.

12Determination of Sample Size

In order to ensure data collected through the

questionnaire survey are meaningful and reliable such that

the objectives of analysis can be achieved, a suitable

1

sample size must be determined. The formula for determining

sample size for estimation of a population proportion is

where

n= necessary sample size

Z= number of standard deviation units in the normal

distribution that will produce the desired level of

confidence

p= proportion of population possessing Zne

characteristic of interest

E= error, or maximum difference between sample

proportion and population proportion that is

tolerated for the desired confidence level.

1 Weiers, M. Ronald Marketing Research. New Jersey,

Prentice-Hall, Inc., 1984

13

In this study, it is hoped 95 percent sure that the

sample population is within 5 percentage points of the

population proportion. Since no previous estimate of p is

available and to be conservative, it is assumed that p= 0.5

The sample size therefore equals:

A total of 450 questionnaires were prepared and 425 were

used for data analysis.

n = (1.96)

2

(0.5)(0.5)

2

(0.05)

= 385

14Statistical Analysis of Data

The objective of this study is to investigate the

concept of home pregnancy test to the people of Hong Kong

and to test whether there is any relationship between the

intent to buy and those variables such as marital status,

attitudes towards new products, moral acceptance of product,

etc. chi-square tests are employed to determine

statistically whether a relationship exists between two

variables.

The chi-square statistic is computed by the formula

where

fo= observed frequencies

ft= theoretical frequencies

1 Hamburg, Morris. Statistical Analysis for ueclslon N axlriV.

New York, Harcourt Brace Jovanovich, Inc., 1983

15'me segree or rreesom (s.t.) is calculates uy:

d.f._ (r-1)(c-1)

where

r= the number of rows

c= the number of columns

In cases where there is only one degree of freedom (ie. a 2 x 2

1

contingency table), the Yates' correction for continuity

is used:

1 Hamburg, Morris. Statistical Analysis for Decision Making

NPw York. Harcourt Brace Jovanovich, Inc., 1983

16Chapter III

RESEARCH FINDINGS AND ANALYSIS OF DATA

Data collected through the questionnaire survey are

presented and analyzed in this chapter.

Sample Demographics

Age Group

l5-19 20-24 25-29 3-34 35-39 40-44 45-49 Total

Number 10 102 194 82 27 7 3 425

% 2.4 24 45.6 19.3 6.4 1.6 0.7 100

Marital Status

TotalMarriedSingle

Number 221 204 425

% 52 48 100

Education

TotalUniversity OthersSome SecondaryPrimary

completedcompletedSecondary

7742549l591212Number

99.911.518.137.430.12.8

* Does not add up to 100 percent due to rounding error.

Income (Hk$)

<3000 3100 5000 5100-7000 7100-9000>9000 Total

Number 14 126 156 65 64 425

% 3.3 29.6 36.7 15.3 15.1 100

Respondents were asked are they aware of availability of

home pregnancy test, table 2 summarizes the findings.

Table 2

Awareness of Home Pregnancy Test

%Number

56238Yes

44187No

100Total 425

18When asked about whether one is aware of the existence of home

pregnancy test, 44% of the respondents are not aware of such

products are available. For those 56% of the respondents who

know, the majority, 42.9% learnt through store display, 30%

through advertising and 27.1% through words-of-mouth. The

first two categories make up for almost 73% of the total as

products have been on sale for several years as mentioned

earlier. Advertisements for some brands of home pregnancy

tests are also appearing frequently in female targetted

magazines recently. (see appendix BC)

Although over half of the surveyed population are aware

of the product availability, the overall preference for

having a pregnancy test done is at doctor's office and

findings are tabulated in Table 3.

Table 3

Preference of Testing Facility

%Number

67.3286Doctor

16.771Commercial Laboratory/Pharmacy

8.034Hospital

5.624Home pregnacy test

2.410Others

100425Iota!

19

The data reflect that only a small percentage, 5.6%,

of the surveyed population would use home pregnancy test as

their first choice of action. And clearly, doctor is the

most sought after category followed by laboratory and

pharmacy. This seems natural because most people would go

after a professional advice to find out if indeed one is

pregnant. The Hong Kong Family Planning Assoication was also

mentioned as an alternative source of testing facility. When

asked about whether one would be embarrassed to buy a home

pregnancy test those responded yes and no were 28.8% and

71.2% respectively. And the reasons for their reponses are

tabulated in tables 4 and 5.

Table 4

Reasons Mentioned for Feeling Embarrassed

of respondents withComments mentionedsuch comment

2.2No answer

24.6Not yet married

41.2Just feel embarrassed

8.2Seems like an unmarried mother

11.5Does not want others to know'

that one may be pregnant

12.2It is an intimate/personal thing

9 9. 9Total

nnAC nn+ aid un to 100 percent due to rounaing error.

20Table

Reasons Mentioned for Not Feeling Embarrassed

of respondents withComments mentioned

such comment

25.4Already married

17.2It is natural to be pregnant

6.6No need to be embarrassed about

11.3We are grown-up people

16.7Nothing wrong with buying

13.4Will get pregnant somehow

9.3Pregnancy tests are quite common

99.9*Tota

Does not add up to 100 percent due to rounding

Prrnr_

The date collected are interesting. As one would expect

in a Chinese majority community and assuming Hong Kong

Chinese are generally conversative, the answer to the

question would be embarrassed. The survey, however, showed

otherwise. This may be explained by the fact that all

respondents are working and 91.3% of them are under the age

of 35. Thus they may be more susceptible to new ideas and

are more open.

21Since one key objective of this study is to investigate

whether people would buy home pregnancy test, when

interviewees were asked this question, 32% of the respondents

reacted positively while 64% said they will not buy.Table 6

summaizes the finding.

Table 6

Respondent's.Intention to Buy Home Pregnancy Test

%Number

36153Yes

64272No

100425Total

The major concern of this study is to estimate the proportion

of the population who would buy home pregnancy test. Data in

table 6 showed 36% of the respondents react positively to the

concept.

22And to calculate the confidence interval to estimate the

1

population proportion, the following formula is used:

Confidence interval

where

P= sample proportion

Z= Z value that corresponds to the desired level of

confidence

n= sample size

0.36+ 1.96 [0.36(1-0.36)]Confidence intervalLt G0

0.36+ 0.001

Therefore, it would be 95 percent sure that the percentage

of the population would buy home pregnancy test is between

0.359 and 0.361.

Since the respondents are asked to state the reasons-for and

against the purchase of home pregnancy test, various

responses are recorded and they are summarized in tables 7

and 8.

1 Weiers, Ronald M. Marketing Kesearcn. i'ew Jersey,

Hall, Inc., 1984

23Table 7

Reasons Mentioned-Why Buy Home Pregnancy Tests

of respondents with such commentComments mentioned

25save time

5save money

34convenience

5more confidence in result

31privacy

100Total

24Table 8

Reasons Mentioned for Not Buying

% of respondents with such commentComments mentioned

1.4No answer

12.1No confidence

4.8Test not popular

5.9Professional advice preferred

4.8Test not reliable

3.1Test may be difficult to do

4.8Test may not be accurate

18.0Not yet married

20.1No need at this moment

16.0Rather see a doctor

4.8Test too expensive

4.2Not sure if test is done correctly

100Total

The data showed not yet married and no need at tnis

moment made up the main reasons for not buy.

Pregnancy being an intimate subject, interviewees were

asked of their moral acceptance with regards to tests being

sold over-the-counter. Because this may have bearing to

whether people are likely to buy the product or not.

25Data show that 84% of the respondents are of the opinion

that home pregnancy tests are morally acceptable. Only 16%

thought they cannot accept such idea.

Since adventureous people are more prone to try new

things, people were also asked to cross-check if the sample

population is biased. Of the 425 responses, 50.4% considered

themselves to be the type of people who likes to try new

products and 49.6% considered themselves to be the type who

likes to stick to existing products. Thus it appears the

population is not biased to anyone characteristic.

With regards to testing fees, tables 9 and 10

summarize the findinas:-

Table 9

Testing Fee at Commercial Laboratory or Pharmacy

PercentageNumber

41.6177No idea

8.737HK$20.00

29.6126HK$20.00-40.00

14.461HK$41.00-60.00

5.624HK$61.00

a

99.9425Total

aDoes not. add up to 100 percent due to rounding error.

26Table 10

Testing Fee at Doctor's Office

PercentageNumbe:

31.3133No idea

00HK$20.00

9.440HK$20.00-40.00

12.051HK$41.00-60.00

47.3201HK$61.00

100425Total

It appears for those who have some idea of the respective

testing cost at laboratory/pharmacy and doctor's office, the

majority of the respondents have correctly guessed the

actual costs. By talking to laboratory managers, assistants

in pharmacies and doctors, the actual testing cost is indeed

between HK$35-60 for laboratories and pharmacies and in the

order of HK$100.00 if testing is done in a doctor's office.

Of course the HK$100 includes consultation and testing fees

but doctors normally do not give a cost break down for

his/her patient.

27

In testing the general opinion of the maximum price

that people are prepared to pay for a home test, the

following table summaries the finding:

Table 11

Maximum Price for a Home Pregnancy Test

PercentageNumber

28.7122Will never buy

25.6109HK$20.00

24.0102HK$40.00

16.771HK$60.00

4.921Will buy at whatever cost

99.9aTotal

a Does not add up to 100 percent cue to rounaing error.

From the data, people tends to accept a level which is less

than HK$40. There is a sharp 7.3% drop if price is raised

from the HK$40 to the HK$60 level.

28

In the questionnaire design stage, small discussion

groups were set up to see what are the issues of interest.

Product features are key elements for the success of a

product. The following table summaries the key features that

are believed to be important and how people see the relative

importance from the end-user point of view:

Table 12

Product Attritubes in Order of Importance

Ranking

1Accuracy of test

2Ability to detect early pregnancy

3Test easy to perform

4Test result easy to interpret

5Quick result (short assay time)

6Price

7Small packaging size

One big puzzle that this study attempts to solve is

whether there is a need for home pregnancy test afterall.

The assumption is that if someone is tested pregnant, the

next step she will do very likely is to go to see a doctor,

so wouldn't people just go to see a doctor up-front and save

all the testing trouble if a pregnancy is suspected. Of the

29interviewees asked, 60% indicated they see a value for the

existence of home pregnancy test while the remaining 40%

reacted negatively. It is also noted that majority of the

pople would go to see a doctor for confirmation and other

medical advice if home test result indicates a pregnancy and

retest or take no action if home test result is negative.

Table 13 and 14 summarize the reasons for and against

existence of home tests.

Table 13

Reasons for the Existence of Home Pregnancy Test

% of respondents with such commentComment mentioned

13Quick result

5Peace of mind

17Convenience

19Privacy

16Save time

21Someone may need it

1New trend

3Save money

5Can test at any time

100Total

30Table 14

Reasons Against the Existence of Home Pregnancy Test

% of respondents with such commentComment mentioned

19Other testing

facilities readily accessible

24No confidence in test result

10Doctor's fee is reasonable

35Still need to see doctor

if tested positive

12No answer

100Total

31Hypotheses Testing

Since whether someone ultimately buy a home pregnancy

test or not depends on various factors or combinations of

factors. Hypothese are constructed in this section to see

relationship exists between buy and other variables. Chi-

square tests are used to determine the significance of

independence.

32Hypothesis A: HoA: There is no relationship between

respondent's feeling of embarrassment to buy a home pregnancy

test and her willingness to buy.

Table of observed frequencies (fo)

TotalWillingness to buy Home Pregnancy Test

NoYesFeeling

1228834Embarrassed

303201102Not Embarrassed

425289136Total

Table of theroetical frequencies (ft)

TotalWi1nonPsS to buv Home Pregnancy Test

NoYesFeeling

1228339Embarrassed

30320697Not Embarrasses

425289136Tt.a 1

33

Level of significance= 0.05

Critical value for chi-square statistic= 3.84

Since the computed chi-square value, 1.38 is less than the

critical chi-square value, the hypothesis that there is no

relationship between respondent's feeling of embarrassment

to buy a home pregnancy test and her willingness to buy is

accepted at 0.05 level of significance.

= 0.78 +0.24 +0.21 +0.15

= 1.38

34Hypothesis B: HoB: There is no relationship between

respondent's attitude towards home pregnancy test being morally

acceptable and her willingness to buy.

Table of observed frequencies (fo)

Willingness to buy Home Pregnancy Test

TotalNoYesAttitude

357238119Morally Acceptable

685117Morally Unacceptable

136 289 425Total

table of theoretical frequencies (ft)

T'i Ilingness to buy Home Pregnancy Test

TotalN oYesAttitude

357242.8114.2Morally Acceptable

6846.221.8Morally Unacceptable

136 289 425Total

35

Level of significance= 0.05

Critical value for chi-square statistic= 3.84

Since the computed chi-square value, 1.97 is less than the

critical chi-square value, the hypothesis that there is no

relationship between respondent's attitude towards home

pregnancy test being morally acceptable and her willingness

to buy is accepted at 0.05 level of significance.

=0.16+0.12+1.29+0.4

=1.97

36Hypothesis C: HoC: There is no relationship between whether

respondent sees a value for the existence of home pregnancy test

and her willingness to buy.

Table of observed frequency (fo)

Willingness to buy Home Pregnacy TestSee value

for existenceTotalNoYes

255122133Yes

1701673No

425289136Tota-IL

Table of theoretical frequency (ft)

Pregnancy Testto buy HomeWillingnessSee valueTotalNoYesfor existence

255173.481.6Yes

170115.654.4No

425289136Total

37

Level of significance= 0.05

Critical value for chi-square statistic= 3.84

Since the computed chi-square value, 119.2 is greater than

the critical chi-square value, the hypothesis that, there is

no relationship between whether respondent sees a value for

the existence of home pregnancy test and her willingness to

buv is rejected at the 0.05 level of significance.

=31.8+15.5+49.5+22.4

=119.2

38Hypothesis D: HoD: There is no relationship between

marital status and the willingness to buy home pregnancy

test.

Table of observed frequencies (fo)

Willingness to buy Home pregnancy TestMaritalYes TotalNostatus

22115071Single

20413965Married

136 289 425Total

Table of theoretical frequencies (ft)

Marital Willingness to buy Home Pregnancy Test

Status Yes No Total

221150.370.7Single

204138.765.3Married

136 289 425Total

39

Level of significance= 0.05

Critical value for chi-square statistic= 3.84

Since the computed chi-squre value, 0.0147 is less than

the critical chi-square value, the hypothesis that there is

no relationship between marital status and the willingness

to buy home pregnancy test is accepted at 0.05 level of

significance.

40Hypothesis E: HoE: There is no relationship between

marital status and whether respondent sees a value for the

existence of home pregnancy test.

Table of observed frequencies (fo)

Marital See value for existence of Home Pregnancy test

status Yes No Total

22185136Single

20485119Married

425170255Total

Table of theoretical frequencies (It)

Marital See value for existence o1Home rregnaney 1C L,

Status Yes No Total

22188.4132.ESingle

20481.6122.4Married

42517C255Total

41

Level oI slgniiicarlce= 0.05

Critical value for chi-square statistic= 3.84

Since the computed chi-square value, 0.45 is less than the

critical chi-square value, the hypothesis that there is no

relationship between marital status and whether respondent

sees a value for the existence of home pregnancy test is

accepted at 0.05 level of significance.

42Hypothesis F: HoF: There is no relationship between

respondent's attitude towards new products and her

willingness to buy home pregnancy test.

Table of observed frequencies (fo)

Williness to buy Home Pregnancy testAttitude

towards newTotalNoYesproduct

21411995Likes to try

new product

21117041Does not like to

try new product

425289136Total

Table of theoretical frequencies (ft)

Willingness to buy Home Pregnancy TestAttitude

towards newTotalNooYesproduct

214145.568.5Likes to try new

product

211143.567.5Does not like to

try new product

425289136Total

43

Level of significance= 0.05

Critical value for chi-square statistic= 3.84

Since the computed chi-square value, 30.39 is greater than

the critical chi-square value, the hypothesis that there is

no relationship between respondent's attitude towards new

products and her willingness to buy home pregnancy test is

rejected at the 0.05 level if significance.

44Hypothesis G: HoG: There is no relationship between

awareness of product and willingness to buy.

Table of observed frequencies (fo)

Willingess to buy Home Pregnancy test

Yes No TotalAwareness

238112126Yes

18717710No

425289136Total

Table of theoretical frequencies (ft)

Willingness to buy Home Pregnancy TestAwareness

TotalV P C No

238161.876.2Yes

187127.259.8No

425289136Total

45

Level of significance= 0.05

Critical value for chi-square statistic= 3.84

Since the computed chi-square value, 108.9, is greater than

the critical chi-square value, the hypothesis that there is

no relationship between awareness of product and willingness

to buy is rejected at the 0.05 level of significance.

46Summary of Hypothese Testing

ConclusionStatusHypothesis

Feeling ofAcceptedHoA: There is no relationship

embarrassmentbetween respondent's

has no bearingfeeling of embarrassment

on willingnessto buy a home pregnancy

to buy.test and her willingness

to buy.

Moral acceptanceAcceptedHoB: There is no relationship

has no bearing onbetween respondent's

willingness toattitude towards home

buy.pregnancy test being

morally acceptable and

hPr willingness to buy.

Whether or not oneRejectedIoC: There is no relationship

recognizes productbetween whether respondent

value has bearingsees a value for the

on willingness toexistence of home pregnancy

buy.test and her willingness to

buy.

Marital status hasAcceptedHoD: There is no relationsnlp

no bearing onbetween marital status

willingness to buy.and the willingness to

bu- home pregnancy- test.

47Hypothesis ConclusionStatus

Marital status hasHoE: There is no relationship Accepted

no bearing onbetween marital status

whet-her or not oneand whether respondent

sees a value for the recognizes product

value.existence of home

pregnancy test.

RespondentsRejected[oF: There is no relationship

attitude towardsbetween respondent's

new products hasattitude towards new

bearing onproducts and her

willingness to buy.willingness to buy home

pregnancy test.

Awareness ofRejectedHoG: There is no relationship

product availabilitybetween awareness of

has bearing onproduct and willingness

willingness to buy.to buy.

48Chapter IV

SUMMARY AND CONCLUSION

From the data collected and the analysis in the

preceeding chapter, this study suggests that roughly 36% of

the target population have intention to use home pregnancy

test. Although only 5.6% of the total respondents would go

for a home test in case of a suspected pregnancy, the 36%

intend-to-buy group may just opt for such a product in the

future. This is strongly suggested by the data that most

respondents irrespective of marital status see a value for

the existence of the product, believe such product may be

useful to others, convenient but are not using it because

they do not see an immediate need for it or are not sure

of product reliability at the time of survey. This group may

well be the true interested group if products available

meet other buying criteria which this group desires. The

findings indicate in general people reacted favourably to

the concept of home pregnancy test. The study also shows

that 56% of the surveyed population are aware of such

product availability and there is no relationship between

marital status and intention to buy. The worry that people

in Hong Kong may be embarrassed to buy such products and as

a result deter action being taken is also rejected by the

study. This can be explained if something need to be done,

49one will just go ahead even if it is embarrassing.

Furthermore, the concept of home pregnancy test is morally

acceptable by 84% of the surveyed population.

In summary, this study suggests overall people reacted

positively to the concept of home pregnancy test in a

qualitative sense. Most people will probably use it as a

front-line test and seek professional advice depending on

the out come of the test result. The study however has

certain limitations. First of all, since no real product is

available at this stage, it is difficult to translate

present findings into an estimation of actual sales. Infact,

estimating sales volume potential for new innovative

1products could be difficult. Price sensitivity is not

gauged either and there is no real product to assess likes

and dislikes of product features. This last point is

particularly important because success of a product depends

on benefits that product features can bring to the consumer

and on repeat purchase. All these questions may only be

answered by test marketing. Other deficiencies of the study

include the fact that the non-working group and the under-

aged group (ie. 12- 15) have not been included in the study

whrh may or may not shift-the present findings. The hard

1. Lin, Lynn Y.S. Pioche, Alain Standen, Patrick. Estimating

Sales Volume Potential for New Innovative Products with Case

u--t.nries.it European Research (Netherlands) 14 (1986): S25

50feelings and resistance generated from doctors and

laboratories/ pharmacies with respect to the sale of home

tests have not been evaluated. Neither were advertising

1, 2

regulations and advertising approach have been

considered.

All these deserve further investigations to minimize

the chances of failure in considering the marketing of home

pregnancy tests over-the-counter. It is perhaps appropriate

at this stage to propose a test-marketing with real product

to gauge whether or not in reality people react differently

from what have been discovered in this research as a follow-

up action. Effort should also be made to formulate marketing

strategies, investigate effective promotion and distribution

channels and most importantly project whether an acceptable

profit can be made.

1. Redmond, Steve. Home Diagnostics: One Step Ahead.

Marketing(UK), 21 July 1988, p. 23

2. Mulholland, Healther. Advertising Home Pregnancy Tests:

A Case for Sensitive Research. European Research

(TPt.herlands) 15 (November 1987): 242

58BIBLIOGRAPHY

Books

Hamburg, Morris. Statistical Analysis for Decision

Making. New York, Harcourt Brace Jovanovich, Inc.,

1983

Weiers, Ronald M. Marketing Research. New Jersey,

Prentice-Hall, Inc., 1984

Periodicals

Lin, Lynn Y. S. Pioche, Alain Standen, Patrick,

Estimating Sales Volume Potential for New Innovative

Products with Case Histories. European Research

(Netherlands) 14 (1986): S25

Mulholland, Healther. Advertising Home Pregnancy

A Case for Sensitive Research.'Tests:European Research (Netherlands) 15 (November 1987): 244

Redmond, Steve. Home Diagnostics: One Step Abead."

Marketiny (UK), 21 July 1988, p. 23

losendahl, Iris. Home Test Market Expected to Top$ 1

Billion by 1992/Americans Express Keen Interest in

Home Tests. Drug Topics 131 (21 September 1987):

34

"US Self-care market analysis. Clinica, 22 July 1987,

p. 12

51Appendix A

1. If you want a pregnancy test done, where would you go?

a. Doctor

b. Commercial Laboratory/Pharmacy

c. Hospital

d. Home pregnancy test

e. Others, please specify

2. Are you aware that home pregnancy, tests are available over-the-

counter in drug stores?

a. Yes

b. No (if no, please skip next question)

3. Where did you first come across a home pregnancy test?

a. Through advertising

b. Through words-of-mouth

c. Through store display

d. 0thers, please specify

52

4. Would you feel embarrassed to buy a home pregnancy test?

a. Yes

b. No

Why?

Why?

5. Would you buy a home pregnancy test?

a. Yes

b. No, Why?

(if no, please skip next question)

6. Why would you buy a home pregnancy test?

a. Save time

b. Save money

c. Convenience

d. More confidence in result

e. Privacy

f. Others, please specify

7. Do you think it is merally acceptale to have home pregnancy test(s)

available over-the-counter in a community like Hong Kong?

a. Yes

b. No

8. Do you think you are the type of person whe likes to try new

products.

a. Yes

b. No

53

9. What is your idea of the average cost of having a prgnancy test done

in a commercial laboratory or pharmacy?

a. No idea

b. HK$20.00

c. HK$20.00 - 40.00

d. HK$41.00 - 60.00

e. HK$61.00

10. What is your idea of the average cost of having a pregnancy test

done in a doctor's office?

a. No idea

b. HK$20.00

c. HK$20.00 - 40.00

d. HK$41.00 - 60.00

e. HK$61.00

11. What is the maximum price rnage that you are prepared to pay for

a home pregnancy test?

a. Will never buy

b. HK$20.00

c. HK$40.00

d. HK$60.00

e. Will buy at whatever cost

54

12. If you were to buy a home pregnancy test, now important would you

rate the following attributes:

(Rank 1 - 7, 1 = most important, 7 = least important)

Rank

Accuracy of Test

Test easy to perform

Test result easy to interpret

Ability to detect early pregnancy

Quick result (short assay, time)

Price

Small packing size

13. What further action would you take after using the test if,

a. Test result is positive (i.e. Pregnant):

and

b. Test result is negative (i.e. not pregnant):

14. Do you see a value for the existence of home pregnancy test?

a. Yes : Why?

b. No : Why?

55Personal Data of Respondent

A. Age:

B. Marital status:

C. Education:

a. Primary

b. Some secondary

c. Secondary completed

d. University completed

e. Others please specify.

D. Working:

a. Yes

b. No please specify: Student or Housewife or others

Income (monthly average)E

a. HK$3000.00

b. HK$3100.00 - 5000.00

C. HK$5100.00 - 7000.00

d. HK$7100.00 - 1000.00

e. HK$9100.00

56Appendix B

驗 孕 即 知

使 用 現 時 美 國 流 行 之

美 迪 士 家 用 早 期 驗 孕 試 劑

Medix At-Home Early

Pregrancy Test Kit

快 速 測 出 結 果

絕 對 準 確 可 靠

經美國聯邦□物局證明認可

內附中文說明書，用法簡便，唔駛人教

遲來一天，便可使用，一次使用套□

用完就掉。

清□意包樂上

Medix 美 迪 士

中英文名稱

須處：琿貿有限公司

電話： 5-474177

環 □ 有 限 公 司

UNVERSALWELL LIMITED

藥 房 有 售

57Appendix C

自 用 驗 孕 試 劑

孕 早 知

操 作 簡 易

袛 須 三 分 鐘 有 結 果

真 正 屬 於 自 己 的 試 劑

容 易 閱 讀 袛 看 + 或 - 便 可 知 結 果

高 敏 感 度 - - 停 經 當 天 或 以 後 即 可 測 試

經 世 界 各 地 醫 生 廣 泛 使 用