Beyond Poverty: A Study of Diffusion & Adoption of Feminine Hygiene Products among Low Income Group Women in Mumbai

摘要

India 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.