WanTai - Consumer Research on Cervical Cancer Vaccine Awareness
Company overview
Xiamen WanTai Canghai Biotechnology Co., Ltd. is a wholly-owned subsidiary of Beijing WanTai Biopharmaceutical Co., Ltd., a subsidiary of Shengyang Tang Group. The company specializes in the research, development, and promotion of vaccine products. As a key national high-tech enterprise, it is committed to the mission of "providing high-quality, affordable, and innovative vaccines for disease prevention in humans," and has established strategic market positioning, particularly in the promotion of key products such as cervical cancer vaccines.
Research background
As public health awareness increases, cervical cancer vaccines have gradually become a health priority for women. Vaccine acceptance and behavior are influenced by multiple factors, including price perception, product trust, accessibility, and the effectiveness of health education dissemination. To enhance its market positioning and targeted communication, WanTai needs to deeply understand the current level of vaccine awareness, behavioral characteristics, and key decision-driving factors among female consumers, as well as identify behavioral differences between those who have and those who have not received the vaccine.
Research scope
In January 2021, CEIDEA Research was commissioned by WanTai to conduct a survey targeting female populations in Xiamen. The study employed a quantitative questionnaire approach, simultaneously sampling female consumers who had and had not received the cervical cancer vaccine. The research explored their health beliefs, vaccine knowledge, information sources, motivations for vaccination, and barriers to vaccination. Through comparative analysis, a user segmentation profile was developed, uncovering potential market education needs.
Expected outcomes
The research report will provide data support for WanTai Biotech's future market launch, consumer education, and optimization of communication strategies for its cervical cancer vaccine. By accurately mapping the vaccination behaviors and decision-making mechanisms of women in Xiamen, the study will help the company identify target customer segments with precision, allocate resources efficiently, and improve post-market acceptance and communication effectiveness.
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