Marketing of birth control in LDCs: with special references to India

The authors outline a marketing approach for family planning programs in developing countries, with references to experiences in India. Following an overview of types of population programs, suggestions for strengthening program efforts are offered, and a framework for marketing birth control is described. "This approach was based on the recognition that acceptance of a small family norm is interwoven with the freedom to make that choice.... This framework suggests that marketing plans should be aimed at the three-dimensional goal of increasing the population's desire, ability, and capability toward acceptance of the small family norm and the practice of birth control [and] that in consideration of the wide geographical variations in population growth, per capita income, and the level of development in general, programs should be designed in a segmented manner to suit the socio-economic nature of each group."