McCarthy, Breda (2014) Spotlight on New Zealand: health screening for women [case study]. In: Quester, Pascale, Pettigrew, Simon, Kopanidis, Foula, Rao Hill, Sally, and Hawkins, Del I., (eds.) Consumer Behaviour: implications for marketing strategy. McGraw Hill Education, North Ryde, NSW, Australia, p. 87.

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Abstract

[Extract] We live in an open society. Most things are up for discussion these days, with health issues such as depression, erectile dysfunction and breast cancer now commonly discussed in the mainstream media. However, in New Zealand, cervical cancer seems to remain a taboo subject among Maōri and Pacific Islander women.

Although cervical cancer is preventable, women particularly Maōri and Pacific Islander women-continue to die from it. As discussed in the chapter, problem recognition is generally a trigger to service consumption. However, in the case of screening for cervical cancer among Maōri and Pacific Islander women, some consumers are not aware of any problem, while others see the solution (a simple screening test carried out by a GP) as a problem in itself and so are not motivated to seek it out.

Item ID:	33522
Item Type:	Book Chapter (Teaching Material)
ISBN:	978-174307681-1
Additional Information:	This teaching case study is included as part of Chapter 3: Problem recognition. In: Quester, Pascale, Pettigrew, Simon, Kopanidis, Foula, Rao Hill, Sally, and Hawkins, Del I., (eds.) Consumer Behaviour: implications for marketing strategy. McGraw Hill Education, North Ryde, NSW, Australia, pp. 62-89.
Date Deposited:	17 Jun 2015 01:58
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150501 Consumer-Oriented Product or Service Development @ 100%
SEO Codes:	97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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