文章基本信息

标题：Beyond Poverty: A Study of Diffusion & Adoption of Feminine Hygiene Products among Low Income Group Women in Mumbai
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作者：Isaac Jacob ; Isaac Jacob ; Monica Khanna 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2014
卷号：148
页码：291-298
DOI：10.1016/j.sbspro.2014.07.045
语种：English
出版社：Elsevier
摘要：AbstractIndia has a huge population base of women in the age group between 10-50 years. However, the market for feminine hygiene products is the least penetrated in India. An exploratory study was conducted regarding the diffusion & adoption of sanitary napkins along with its brand awareness among the low-income group women in Mumbai. This group was selected because of their lack of education and knowledge, limited financial resources and use of traditional menstrual hygiene products. The authors of this paper have attempted to use the conceptual framework of the Model of Diffusion of Innovation by Rogers (2003) and conceptual model of product adoption at Base of the Pyramid by Cheryl Nakata and Kelly Weidner (2012), to study the diffusion and adoption of feminine hygiene products to the target group. Working status, education, type of home and monthly household income were important influencers in usage or non usage of sanitary napkins. Sanitary napkins were perceived as essential but not a necessity product due to the affordability issue by the target group. It was concluded that in order to increase diffusion & adoption of sanitary napkins among the target group, companies in the business of feminine personal hygiene should provide affordable sanitary protection which can simultaneously help in achieving compelling social objectives in an emerging market like India.
关键词：Demographic Profile & Market Structure;Feminine Hygiene Products;Diffusion & Adoption;Consumer Behavior;Marketing Opportunities;Low Income Group Women in Mumbai