Women's Attitude towards Perception and Derived Satisfaction towards Branded Sanitary Napkin


By

Dr. G.B.Karthikeyan
Asst. Professor
Department of International Business
Chikkanana Govt Arts College
Tirupur

Mrs. Sangeetha. R
Research Associate
Department of MIB
Department of International Business
Tirupur
 


INTRODUCTION

India claims the lowest usage of feminine hygiene products in the world of the 496.4 million women's in India. Only 6% around 30 million women use some sort of hygienic sanitary napkin during their monthly menstruation. Compare this to the 96% rate seen in developed countries, like the United States and India's statistic is pitiful.

According to a recent AC Nielsen survey conducted in major metropolitan areas of India – Aurangabad, Bangalore, Chennai, Delhi, Gorakhpur, Hyderabad, Lucknow and Vijayawada – inadequate menstrual protection is a serious hindrance to everyday life. Indian women resort to methods of feminine hygiene that have been practiced for generations. Old strips of cloth or napkins fashioned out of natural fiber husk that can be reused. Disposable sanitary napkins are expensive for poor consumers and a lack of awareness also limits women's comprehension of how sanitary napkins should be used and why they promote good health of hygiene.  There are no satisfactory alternative methods of maintaining feminine hygiene for the average Indian women, as a result, women after ensure embarrassment infection and loss of work days due to the negative social stigma and discomfort associated with monthly menstruation. Reproductive tract infections are 70% greater among women who lack access to hygienic supplies. As many as 31% of  adult women in India note a drop in their productivity levies when they menstruate, resulting in missing an average of 2.2 days of work each month.

UNDERSTANDING THE MARKET

Although they are not yet national standard, sanitary napkins are being perceived as more of a necessity and less of a luxury in India. Urban women made up 20% of the countries sanitary napkin market. In 2008, there were 96 million women's in urban India and at that time, it was projected that number would increase by 17% to 1.2 billion women's in 2013. With this predicated population growth, the sanitary napkin market could potentially be valued at as much as US$ 365 million in 2013, up from US $ 166.1 million in 2008. India's sanitary napkin market has significant profit potential. The demand for such products is stable; purchases are recurring and not subject to normal business cycles. Historically, the price of feminine hygiene products has been relatively expensive, but that is changing as small and large businesses enter the market and make an accessible, lower period offering to a wider consumer base.

SANITARY NAPKINS – IT'S GROWTH

A growth rate of over 18% to 20% is expected in India for the sanitary napkins market, which holds a huge potential and excellent profit margin for the manufacturers.

Today, the global market for absorbent hygiene products is over US $ 50 billion. The evolution of hygiene products in Europe and the North America has taken 4 to 5 generations. Feminine care was introduced over 100 years ago. Baby diapers were invented 60 years ago. Adult incontinence products appeared 30 years ago.

Feminine hygiene (Lady Napkins) is hygiene absorbent products engineered to absorb and retain body fluid without causing any leakage. The user should always feel dry and comfortable. It consists of an absorbent pad sandwiched between two sheets of nonwoven fabrics.

There are three major types of products, viz.,

a) Thick sanitary Napkins
b) Ultra Thin Sanitary Napkins
c) Panty Liners -being used in the market. The size of each and their content vary from market to market.

The menstrual cycle starts for young women between the ages 11 to 17, frequently around 12 to 13 years. On average a women experiences a period every 28 days, 12 – 13 times in a year. A menstrual period normally lasts 3-7 days. The loss of fluid in a period is on average half a cup or 65-80 ml. The menstrual pattern is influenced by giving birth and contraceptive methods. Menstruation lasts until menopause at the age 45-55.

1.2 NEED FOR THE STUDY

The usage of sanitary napkins is very common among females in the present day of life. As the rural women consumer were exposed to a large number of advertisement, exposure and educational campaigns pertaining to the use of sanitary napkins. Even after the continuous insistent of the usage of sanitary napkins for cleanliness and healthy practices for women, there were many women consumer who still use clothes and other ill-health practices which pushes them to abnormal diseases and leads a way to the closure of life with massive impact of viruses and infections.

These conditions has urged the researcher to find the acceptance of sanitary napkins (Branded and non-branded) among women consumers. A common issue which has prohibited women consumers for the non-usage of sanitary napkins was due to higher price, fear on disposal methods, fear on handling, slippage, etc. So this necessitated the researcher to find out an alternative method for the production of sanitary napkins at affordable cost which could motivate the women consumers on the usage and application of branded sanitary napkins.

1.3 OBJECTIVES OF THE STUDY

To analyze the perception of females on use of sanitary napkins and behavioral  intentions of females while using sanitary napkins.

1.4 RESEARCH METHODOLOGY

SOURCE OF DATA :
The data was collected from the basis of primary sources. The primary data was collected with the help of structured questionnaire. The questionnaires were administered to selected respondents in persons Tirupur city.

AREA OF THE STUDY : Area of the study covers Tirupur city only.

SAMPLING PLAN : Sampling may be defined as the selection of some part of an aggregate or totality on the basis of which a judgment or inference about the aggregate or totality is made. The researcher quite often selects only a few items from the universe for his study purpose. All this is done on the assumption that the sample data will enable him to estimate the population parameters.  The items so selected constitute what is technically called a sample, their selection process or technique is called sample design and the survey conducted on the basis of sample is described as sample survey. Sample should be truly representative of population characteristics without any bias so that it may result in valid and reliable conclusions.   

SAMPLE SIZE : The sample size was 50 women respondents in Tirupur city.

SAMPLING DESIGN : Convenient sampling technique was applied to select the respondents for the collection of the Questionnaires.

TOOLS OF ANALYSIS : 1.Simple Percentage Analysis 2. Fried man Analysis.

PERCEPTION TOWARDS USAGE OF SANITARY NAPKINS

Sl.no

Perceptions

HA

A

N

DA

HDA

Total score

Average mean

Rank

A

On use of Sanitary Napkins

               
 

It is confusing

35

32

18

22

12

119

20.88

IV

 

I feel guilt

5

40

18

52

7

122

21.40

III

 

I am Forced

5

36

39

32

11

123

21.58

II

 

I Feel Good & nice

100

80

18

8

-

206

36.14

I

B

After use of Sanitary Napkins

               
 

Reduction of pain

25

72

30

26

4

157

23.57

IV

 

Gives me confidence

40

84

9

32

2

167

25.08

II

 

Feel no difference

40

64

21

30

4

159

23.87

III

 

No staining

70

68

27

16

2

183

27.48

I

C

Feel on use of Sanitary napkin

               
 

Feel grown up

30

60

21

32

6

149

23.69

III

 

It is stupid

5

16

30

46

12

109

17.33

IV

 

It is clean

85

44

27

24

1

181

28.78

II

 

It protects my period

105

48

18

16

3

190

30.21

I

D

Towards cost of using Sanitary napkins

               
 

Too expensive

15

60

18

46

3

142

26.64

II

 

Expensive

20

72

36

32

1

161

30.21

I

 

Not Expensive

30

24

36

40

6

136

25.52

III

 

No idea (don't know)

-

12

24

38

20

94

17.64

IV


Table  1  explains the perception of using sanitary napkins with an attempt of four classification viz., 1. On use of sanitary napkins,  2. After use of sanitary napkins,  3. Feel on use of sanitary napkins, 4. Towards cost of using sanitary napkins. These classification were analyzed through Friedman Rank Analysis and the results revealed that for the first classification – on use of sanitary napkin, which has accounted with four factors such as X1-It is confusing, X2- I feel guilt, X3- I am forced and X4- I feel good and nice. The results proved that the first rank was gained by the factor X4-I feel good and nice with the percentage share of 36.14, the second rank is gained by the factor X3- I am forced with the percentage share of 21.58, the third rank is gained by the factor X2- I feel guilt with the percentage share of 21.40 and the fourth rank is gained by the factor X1- It is confusing with the percentage share of 20.88. According to the second classification – After use of sanitary napkins, it is accounted with four factors such as X1- Reduction of pain, X2- Gives me confidence, X3- Feel no difference and X4- No staining. The results proved that the first rank was gained by the factor X4- No staining with the percentage of 27.48, the second rank is gained by the factor X2 – Gives me confidence with the percentage of 25.08, the third rank is gained by the factor X3- Feel no difference with the percentage of 23.87 and the fourth rank is gained by the factor X1- Reduction of pain with the percentage of 23.57. According to the third classification  – Feel on use of sanitary napkin, it is accounted with four factors such as X1 – Feel grown up, X2- It is stupid, X3- It is clean and X4- It protects my period. The results proved that the first rank is gained by the factor X4- It protects my period with the percentage of 30.21, the second rank is gained by the factor X3- It is clean with the percentage of 28.78, the third rank is gained by the factor X1- Feel grown up with the percentage of 23.69 and the fourth rank is gained by the factor X2- It is stupid with the percentage of 17.33.According to the fourth classification – Towards cost of using sanitary napkin, it is accounted with four factors such as X1- Too expensive, X2- Expensive, X3- Not expensive and X4- No idea (don't know). The results revealed that the first rank is gained by the factor X2- Expensive with the percentage of 30.21, the second rank is gained by the factor X1- too expensive with the percentage of 26.64, the third rank is gained by the factor X3- Not expensive with the percentage of 25.52 and the fourth rank is gained by the factor X4- No idea (don't know) with the percentage of 17.64.

LEVEL OF SATISFACTION

Sl.no

Attribute

HS

S

N

DS

HDS

Total score

Average mean

Rank

1

Price

55

120

18

4

1

198

14.47

II

2.

Quality

45

136

21

-

-

202

14.77

I

3.

Quantity

35

128

27

4

-

194

14.18

V

4.

Durability

10

152

15

10

-

187

13.67

VII

5.

Availability

45

128

21

2

1

197

14.40

III

6.

No slippage

50

112

30

4

-

196

14.33

IV

7.

Highly absorbent

35

140

15

2

2

194

14.18

V


Table 2 explains the level of satisfaction in use of sanitary napkins by the females. For the study seven factors were listed as X1- Price, X2- Quality, X3- Quantity, X4- Durability, X5- Availability, X6- No slippage and X7 – Highly absorbent.  These factors were employed through Friedman Rank Analysis, and the results revealed that the factor X2- Quality gained  first rank with the percentage of 14.77, the second rank is gained by the factor X1- Price with the percentage of 14.47, the third rank is gained by the factor X5- Availability with the percentage of 14.40, the fourth rank is gained by the factor X6- No slippage with the percentage of 14.33, the fifth rank and sixth ranks are gained by the factors X3- Quantity, X7- Highly absorbent  with the percentage of 14.18, the seventh rank is gained by the factor X4- Durability with the percentage of 13.67.

CONCLUSION :

From the analysis it is found that the various factors influence towards the selection and use of sanitary napkins. Among those factors quantity plays a vital role in the selection process of  sanitary napkins, Price and quality factors influence towards the satisfaction level of costumers.

From the study we came to know that the eco-friendly sanitary napkins are better in price, quality and as well as quantity compared with the other sanitary napkins which threatens the life of the users due to the use of hazardous chemicals in its production process. The female who were working wish to use branded sanitary napkins which will not add any health complication to them. Even in the modern world many women have a different opinion on the use of sanitary napkins. Hence forth creating awareness and the use , handling methodologies have to be taught in the school itself to have a healthy living.

References of articls:

Only 12% Indian women use Sanitary napkins, Deccan chronicle, Feb 21, 2012

Dr.J.Jayalalitha launches free sanitary napkin scheme in TN, Nov 11, 2011.

70% can't afford sanitary napkins, reveals study, January 23, 2011

Girl students to get free sanitary napkins, Deccan Chronicle, New Delhi, November 29, 2011

Haryana Government implements new scheme to rehabilitate female sex workers, The Hindu, Chandigarh, February 20, 2013

CERC finds dirts, ants in Sanitary napkins, September 1, 2003

Koraput girls left out of sanitary scheme, The Hindu, Bhubaneswar, Jan 2, 2013

Sanitary napkins to be part of 'madilu' kit now, Mangalore, January 1, 2012

No VAT on meals for poor, sanitary napkins, The Hindu, Delhi, Mar 23, 2011

Laila GP to supply sanitary napkins free for DK girls, Mangalore, Feb 5, 2012.

A move for better hygiene, dignity, The Hindu, Kozhikode, December 17, 2012.

Websites :

1. www.sanitarynapkin.com 2. www. women's hygiene.com
 


Dr. G.B.Karthikeyan
Asst. Professor
Department of International Business
Chikkanana Govt Arts College
Tirupur

Mrs. Sangeetha. R
Research Associate
Department of MIB
Department of International Business
Tirupur
 

Source: E-mail July 8, 2013

          

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