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S

Attitude towards
Sanitary Napkins
By Meetika Malhotra
S Objective of Survey- to measure the
attitude of Consumers towards Sanitary
Napkins.
S Methodology- Questionnaire survey and
Interview
S No. of Respondents/sample size- 7


Age Groups
19-24 42.85%
25-30 0
30-40 29%
above 40 28.57%
19-24
25-30
30-40
above 40
Frequently used Sanitary
napkin Brand
Whisper
71.42%
Stayfree Secure
28.57%
Kotex
0%
Whisper
Stayfree Secure
Kotex
Location of purchase
Super Market
Pharmacy
Super Market 57.14%
Pharmacy 42.85%
Importance of factors in
Decision Making
1st
2nd
Ranked
3rd
4th
5th
Exposure to Brand
Through family,
relatives, friends
85.71%
Sales
promotions,
0
Ads on Tv, radio
etc.
14.28%
Through family,
relatives, friends
Sales promotions,
Ads on Tv, radio etc.
Switching of brands
S 5 out of 7 respondents have never switched brands
satisfied with the quality
are comfortable with it
has become a habit
Satisfied with the
quality 40%
Are comfortable with
it 10%
Has become a habit 40%
S 2 out of the 7 respondents have switched brands
Dissatisfaction of
chosen brand
Positive word-of-mouth
of other
Dissatisfaction of
chosen brand
50%
Positive word-of-
mouth of other 50%
Observations
S Sanitary Napkins and feminine hygiene is a taboo subject
in the Indian social context.
S Observed a hesitancy amongst women respondents
when spoken to about sanitary napkins and when
approached to take this questionnaire.
S Women requested anonymity hence names were not
asked
S Questionnaire returned face down.
S Male respondents, shied away from the topic/ changed
the subject.
Conclusion
S Joyce Kaye in her article, Sanitary Chic (2001), said that a
customer attracted in adolescence is likely to remain a
customer for 35 years or more. If when starting their periods
girls receive products from their mothers, whose judgment they
trust, it is likely that they will continue to use these perhaps for
their entire menstruating life. The questionnaire and interview
results corroborate this.
S Observation- women from the age group of 30 and above have
never changed their brand for more than a decade while its the
younger generation that has willingly changed brands.
S This product garners a strong Brand loyalty from Consumers.
S Consumer have an emotional attachment towards this product.


Assaels 4 types of Consumer
Behavior
Opportunities for the Future
S Sales of feminine hygiene and sanitary protection
products have remained steady and are expected to
continue to grow.
S Sales have increased by 2.2% in 2012 and are
estimated to grow another 13% by 2017- Mintel report
S By using mothers or individuals that garner trust Sanitary
Napkin brands can increase awareness amongst
customers and create an emotional.
S Spread awareness and Target rural Indian Market.

Appendix
Thank you