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Consumer Awareness and Purchase Decisions with respect to Feminine Hygiene Products in
the Indian Urban Market
Agenda
• Introduction
• Design and Methodology of Study
• Data Analysis
• Findings and Recommendations
• Consumer Behaviour Concepts
Global Feminine Hygiene MarketOne 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
Indian Feminine Hygiene Scenario• 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 girlsAwareness 68.38% 47.57%
Usage of sanitary products 62.03% 43.4%
Indian Feminine Hygiene Market• 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
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)
Bangalore Dubai Bangkok Sharjah Coimbatore Mumbai Mangalore Kolkota0
10
20
30
40
50
60
70
80
9081
81 3 2 1 3 1
Age
Occupation
Location
Usage of Feminine
Hygiene Products during
menstruation
0
20
40
60
80
100
120
99
1525
Sanitary Napkins/Pads TamponsPanty liner Others
Feminine Hygiene Product(s) used
0
10
20
30
40
50
60
70
80
9081
31
57
2
26
Series1
Point of Purchases
Self Parents Friends Sibling(s) Others0
10
20
30
40
50
60
70
80
90
100
89
51
7 9
0
Purchaser of Feminine Hygiene Products
Average monthly expenditure on feminine hygiene products
AbsorbencyBrand
Comfort
Length/si
ze
Odor neutra
lization
Price
Scent
Thickness
Wings
Others0
10
20
30
40
50
60
70
80
90
67
56
8580
49
21 21
34
76
Key product attributes sought
Planned Vs. Need-based purchases
Carefree Helen Harper
Kotex o.b She Sofy Stayfree Tampax Whisper Other0
20
40
60
80
100
120
73
9
67
10
43
65
90
19
96
4
Brand Awareness
Carefree Helen Harper
Kotex o.b She Sofy Stayfree Tampax Whisper0
10
20
30
40
50
60
70
80
18
25
27
16
41
55
9
71
Logo Recall
2% 2%1%
1%31%
58%
5%CarefreeHelen HarperKotexo.bSheSofyStayfreeTampaxWhisperOther
Price Sensitivity
Brand Preference
Awareness of diseases related to usage and non-usage of feminine hygiene products
Skin rashes/cuts Toxic Shock Syndrome
Cervical Cancer Irritation/itching Others0
10
20
30
40
50
60
70
63
9
45
55
4
Types of diseases that the sample is aware of
Internet Friends Parent(s) Doctor/Gynecologist Others0
10
20
30
40
50
60
70
8069
44
37
65
0
Source of information in case of queries on feminine hygiene products
Celebrity endorsements affecting purchase decisions
Key FindingsPurchase 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
Key FindingsBrand 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
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
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
Applicable ConceptsBuyer’s DecisionProd
uct Choic
e
Brand
Choice
Dealer
Choice
Purchase
Timing
Purchase
Amount
Buying Roles
Initiator
Influencer
Decider
Buyer
User
Dissonance- reducingComplex
Habitual
Buying Behaviour
Applicable Concepts• Needs and Motivation
• Trait Theory
• Brand Personality
Self-Actualization
Esteem
Needs
Social Needs
Safety and Security Nee
ds
Physiological needs