As part of the course requirement for the paper on Consumer Behaviour, we undertook a sampled research on the awareness levels of Indian consumer on the various feminine hygiene products available, the usage patterns and the factors governing purchase decisions. This study was conducted in September 2014 using random sampling and survey techniques.

1. Consumer Awareness andPurchase Decisionswith
respect to FeminineHygiene Productsin the Indian
Urban Market

2. Agenda
• Introduction
• Design and Methodology of Study
• Data Analysis
• Findings and Recommendations
• Consumer Behaviour Concepts

3. Introduction

4. GlobalFeminineHygieneMarket
One of the rapidly growing segments in the FMCG category
Projected to reach US$40 billion by 2020.
Intense competition, product innovations, rising health and
hygiene awareness among women
Increase in global sanitary protection market from $ $24.2 billion
to $26.5 billion between 2010 and 2011
Key Players - Albaad Corporation, Rostam Ltd, Energizer Holdings Inc,
Johnson & Johnson, Kimberly-Clark Corporation

5. IndianFeminineHygieneScenario
• Lowest usage rate of feminine hygiene products in the world
• 6% of 496.4 million women use some sort of hygienic sanitary
protection
• RTIs - 70% greater among women who lack access to hygienic
supplies
• Drop in productivity levels in 31% of adult women in India when
they menstruate
Urban adolescent girls Rural adolescent girls
Awareness 68.38% 47.57%
Usage of sanitary products 62.03% 43.4%

6. IndianFeminineHygieneMarket
• 20% of sanitary napkin market - Urban women
• Growth rate of 21% in the past; estimated growth rate at 25%
Growing
awareness
Availability of
low cost
products
Increase in
women
population
Rise in
disposable
incomes

7. Design
and
Methodology

8. Design of the Study
• Sample
- 100 women
- Age range - 16 to 40
- Residing in urban areas
- Students, working professionals, homemakers
• Sampling methodology: Convenience (non-random) sampling
• Data collection method:
- Online questionnaire circulated via email and social media site
(Facebook)

9. Data Analysis

10. 81
8
1 3 2 1 3 1
0
10
20
30
40
50
60
70
80
90
Age
Occupation
Location

11. Usage of Feminine
Hygiene Products during
menstruation
99
15
25
0
20
40
60
80
100
120
Sanitary Napkins/Pads Tampons Panty liner Others
Feminine Hygiene
Product(s) used

12. 81
31
57
2
26
0
10
20
30
40
50
60
70
80
90
Supermarkets General Stores Pharmacy On-line stores Specialty Retail Stores
Point of Purchases
89
51
7 9
0
0
10
20
30
40
50
60
70
80
90
100
Self Parents Friends Sibling(s) Others
Purchaser of Feminine Hygiene
Products

13. Average monthly expenditure on
feminine hygiene products
67
56
85
80
49
21 21
34
76
0
10
20
30
40
50
60
70
80
90
Key product
attributes
sought

14. Planned Vs. Need-based
purchases
73
9
67
10
43
65
90
19
96
4
0
20
40
60
80
100
120
Carefree Helen
Harper
Kotex o.b She Sofy Stayfree Tampax Whisper Other
Brand Awareness

15. 18
2
5
27
16
41
55
9
71
0
10
20
30
40
50
60
70
80
Carefree Helen
Harper
Kotex o.b She Sofy Stayfree Tampax Whisper
Logo Recall

16. 2% 2% 0% 1%1% 0%
31%
0%
58%
5%
Carefree
Helen Harper
Kotex
o.b
She
Sofy
Stayfree
Tampax
Whisper
Other
Price
Sensitivity
Brand Preference

17. Awareness of diseases
related to usage and
non-usage of feminine
hygiene products
63
9
45
55
4
0
10
20
30
40
50
60
70
Skin rashes/cuts Toxic Shock Syndrome Cervical Cancer Irritation/itching Others
Types of diseases
that the sample
is aware of

18. 69
44
37
65
0
0
10
20
30
40
50
60
70
80
Internet Friends Parent(s) Doctor/Gynecologist Others
Source of
information in
case of queries
on feminine
hygiene products
Celebrity
endorsements
affecting purchase
decisions

19. Findings
and
Recommendations

20. Key Findings
Purchase and Usage related:
• Usage rate of sanitary products: 100%
• Major point of purchase: Super markets, pharmacies
• Type of purchase: Mostly planned
• Primary purchaser: Self, parents
Product related:
• Preferred product: Sanitary napkins/pads
• Price paid:
• Product attributes sought: Comfort, length/size

21. Key Findings
Brand related:
• Awareness + Logo recall + Preferred: Whisper, Stayfree
• Price sensitivity: 88% price inelastic
• Effect of celebrity endorsements: No impact
Others:
• Disease awareness rate: 67% positive
• Most commonly known infections: Skin rashes, irritation
• Information sought from: Internet, doctor/ gynaecologist

22. Recommendations
• Sanitary products that offer greater comfort
• Tailor products for an active lifestyle
• Offer products at various price ranges to maximize market
share
• Product bundling to boost tampon, panty liner sales
• Niche segment for hypo-allergenic products
• In-store signage and marketing at key locations in super-
markets; end-caps for new products

23. Recommendations
• Tailor advertisements to target primary purchaser i.e., end-
user
• Promotions and advertising themed on realistic scenarios
• Investments in distribution channels rather than on celebrity
endorsements
• Utilize company websites to address consumer clarifications;
partner with gynaecologists for credibility

24. Concepts of Consumer
Behaviour

25. ApplicableConcepts
Buyer’s Decision
Product
Choice
Brand
Choice
Dealer
Choice
Purchase
Timing
Purchase
Amount
Buying Roles
Initiator
Influencer
Decider
Buyer
User
Dissonan
ce-
reducing
Complex
Habitual
Variety
seeking
Buying Behaviour

26. ApplicableConcepts
• Needs and Motivation
• Trait Theory
• Brand Personality
Self-
Actualization
Esteem Needs
Social Needs
Safety and Security Needs
Physiological needs

27. Thank You