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1. Assignment 3: Target group segmentation and prioritisationPROJECT-
BETTER RENUMERATION AND STAFFING SUPPORT FOR ENSURING WORK,
SATISFACTION AND STAFF RETENTION IN INDIA FOR MIDWIVES.
Potential
target
group
SEGMENTED BY
Socio-demographic
differences
Urban community
midwives
Rural community midwives
Midwives
(Under
20-40
years of
age)
1. Category- Rural
Urban
2. Age-(20-60yrs of
age)
3. Marital Status
-Married
-Unmarried
-widow
4. Religion
-Hindu
-Muslim
-Christian
-Sikh
5. Education
-10th
Registered Midwife Nurse
Auxiliary Nurse Midwife
Specialized Midwives
ANM,
ASHA worker,
trained dais
Community Health Officer

2. -12th
-G.N.M
-B.Sc. Nurse Midwife
-M.Sc Nurse Midwife
6. Job Title
7. Job Experience
8. Sector- Private and
Government
9. Midwives monthly
Income
10. Family Income
11. Type of family

3. Objectives of the project:
1. To describe the size of the retention problem among midwives, including their major
employment and non-employment destinations
2. To provide recommendations on improving midwifery retention and renumeration
The first objective was achieved by reviewing secondary data, i.e., published, and
unpublished
literature and by extracting descriptive statistics from an existing database over India
midwives.
The second objective was achieved through quantitative (Descriptive) research method.
semi structured tool interviews session. from the three states in India i.e., Himachal
Pradesh, Madhya Pradesh, and Karnataka. All data collection was done in Hindi and the
local language of the state by the researcher.
Research Approach
This project uses a descriptive research approach which includes a job satisfaction survey
through a questionnaire, to explore job satisfaction and retention factor. The potential target
group size is 110 Midwives Urban 70 and rural 40. the purposive sampling method is adopted
to collect data.

4. Target population- Registered midwives (Auxiliary nurse midwife, General nurse midwife,
Post Basic B.Sc. Nursing and M.Sc. Nursing-Obstetric and Gynecology and non-registered
midwives ( ASHA, dais)
The field of the study:
Urban -government and districts hospital in Gwalior, Shimla, and Bangalore.
Rural - Community health center, a primary health center and sub center in Gwalior and
Shimla.
References:
1. International Confederation of Midwives. 2011. Global standards for midwifery
regulation. Regulation. https://internationamidwives.org/assets/files/general-files-
2018/04/global-standards-for-midwifery-regulation-eng.pdf
2. Sheikh K, Raman VR, Mayra K, 2012. Nursing governance in Low and Middle
Income Countries.
3. Government of India. Operational guidelines on midwifery services in India.
2018. Available at: https://internationamidwives.org/assets/files/general-files-
2018/04/global-standards-for-midwifery-regulation-eng.pdf

5. Team Members:
1. Dr. Radhika
2. Dr. Sarita Thakur
3. Prof. Suchita Prabhakar