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Table 1 Trends over time in ORASEL use, behavioral determinants, and exposure to the ORASEL social marketing intervention among female caregivers of children under five in Burundi

From: Evaluation of a social marketing intervention promoting oral rehydration salts in Burundi

INDICATORS

June

2006

N = 2,499

July

2007

N = 2,101

P-value

BEHAVIOR/USE

%

%

 

ORASEL use during child's last episode of diarrhea

20.0

30.0

0.000

OPPORTUNITY

%

%

 

Availability

   

Thinks that ORASEL is available to everyone at an affordable price

44.4

40.9

0.114

Thinks that the scarcity of ORASEL is a barrier to its use

74.1

63.5

0.000

Thinks that the price of ORASEL is an obstacle to its use

36.0

13.4

0.000

Brand Appeal

   

Thinks that many people believe ORASEL to be the best of the ORS products usually distributed in health centers

93.6

88.8

0.000

Thinks that people prefer ORASEL to other ORS at health centers

88.7

87.1

0.303

Thinks that the brand of ORS used to treat dehydration is not important

27.9

18.2

0.000

ABILITY

%

%

 

Knowledge

   

Knows at least two signs of diarrhea

47.2

56.1

0.000

Knows that dehydration is the primary cause of death in children with diarrhea

92.0

95.1

0.001

Knows at least one sign of severe dehydration from diarrhea

85.0

89.1

0.001

Knows at least one means of treating dehydration from diarrhea

87.2

81.2

0.000

Social Support

   

Has discussed the use of ORASEL to prevent dehydration from diarrhea

28.2

38.5

0.000

Self-Efficacy

   

Feels capable of preparing and administering ORASEL solution to a child with diarrhea

26.8

38.5

0.000

MOTIVATION

%

%

 

Intention

   

Would buy ORASEL to treat her children in the future

93.5

95.4

0.291

Locus of Control

   

Thinks that diarrhea is inevitable among children under five

72.9

81.2

0.000

Outcome Expectation

   

Thinks that ORASEL is very effective against dehydration from diarrhea

95.3

97.5

0.004

Thinks that ORASEL does not have any effect on dehydration among children with diarrhea

23.3

19.3

0.022

Risk Perception (Perceived Severity of Threat)

   

Thinks that treatment of diarrhea can be completely managed at home without needing to go to a health center

22.3

15.0

0.000

Thinks that diarrhea must be treated in a health center

93.1

93.8

0.473

Thinks that after giving ORASEL to a child for dehydration, it is necessary to bring him/her to a health center to treat the cause of the diarrhea

90.5

94.7

0.000

Willingness to Pay

Burundi

Francs

Burundi

Francs

 
 

204.2

229.5

0.000

EXPOSURE

%

%

 

Has attended a demonstration on ORASEL use

21.4

26.8

0.001

Has heard or seen ORASEL commercials in the last three months

84.6

88.0

0.010

  1. The UNIANOVA model controlled for age, residence (rural/urban), marital status, religion, occupation, and level of education. Willingness to pay was adjusted to reflect for inflation.