attitude on sanitary napkins

8/11/2019 Attitude on Sanitary Napkins

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S

Attitude towards

Sanitary NapkinsBy Meetika Malhotra


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S

Objective of Survey- to measure theattitude of Consumers towards Sanitary

Napkins.

S Methodology- Questionnaire survey and

Interview

S No. of Respondents/sample size- 7


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Age Groups

19-24 42.85%

25-30 0

30-40 29%

above 40 28.57%

19-24

25-30

30-40

above 40


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Frequently used Sanitary

napkin Brand

Whisper71.42%

Stayfree Secure 28.57%

Kotex0%

Whisper

Stayfree SecureKotex


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Location of purchase

Super Market

Pharmacy

Super Market 57.14%

Pharmacy 42.85%


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Importance of factors in

Decision Making

1st

2nd

Ranked

3rd

4th

5th


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Exposure to Brand

Through family,

relatives, friends

85.71%

Sales

promotions,

0

Ads on Tv, radio

etc.

14.28%

Through family,relatives, friends

Sales promotions,

Ads on Tv, radio etc.


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Switching of brands

S 5 out of 7 respondents have never switched brands

satisfied with the quality

are comfortable with ithas become a habit

Satisfied with the

quality 40%

Are comfortable withit 10%

Has become a habit 40%


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S 2 out of the 7 respondents have switched brands

Dissatisfaction ofchosen brand

Positive word-of-mouthof other

Dissatisfaction of

chosen brand50%

Positive word-of-

mouth of other 50%


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Observations

S Sanitary Napkins and feminine hygiene is a taboo subject

in the Indian social context.

S Observed a hesitancy amongst women respondents

when spoken to about sanitary napkins and when

approached to take this questionnaire.

S Women requested anonymity hence names were not

asked

S Questionnaire returned face down.

S Male respondents, shied away from the topic/ changed

the subject.


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Conclusion

S Joyce Kaye in her article, Sanitary Chic (2001), said that acustomer attracted in adolescence is likely to remain acustomer for 35 years or more. If when starting their periods

girls receive products from their mothers, whose judgment theytrust, it is likely that they will continue to use these perhaps fortheir entire menstruating life. The questionnaire and interviewresults corroborate this.

S Observation- women from the age group of 30 and above havenever changed their brand for more than a decade while its the

younger generation that has willingly changed brands.

S This product garners a strong Brand loyalty from Consumers.

S Consumer have an emotional attachment towards this product.


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Assaels4 types of Consumer

Behavior


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Opportunities for the Future

S Sales of feminine hygiene and sanitary protection

products have remained steady and are expected to

continue to grow.

S Sales have increased by 2.2% in 2012 and are

estimated to grow another 13% by 2017- Mintel report

S By using mothers or individuals that garner trust SanitaryNapkin brands can increase awareness amongst

customers and create an emotional.

S Spread awareness and Target rural Indian Market.

A di


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Appendix


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Thank you

attitude on sanitary napkins

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