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Women personal care products and rural market penetration: Rural health marketing implications

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Τίτλος: Women personal care products and rural market penetration: Rural health marketing implications
Συγγραφείς: Nair, Savitha, Kumar, Dileep M., Kumar, Pramod, Sachdeva, Priya, Semwal, Manisha
Πηγή: International journal of health sciences; Special Issue III; 4794-4811 ; 2550-696X ; 2550-6978 ; 10.53730/ijhs.v6nS3.2022
Στοιχεία εκδότη: Universidad Tecnica de Manabi
Έτος έκδοσης: 2022
Συλλογή: ScienceScholar Publishing (Universidad Tecnica de Manabi)
Περιγραφή: The market penetration of female-hygiene-products Indian rural women market is one of the lowest in the world. The National Family Health Survey 2015-16 report shows that the usage of feminine hygiene products among Indian women is 48.5% in rural India and 77.5% in urban India. In their 2016 survey conducted on adolescent girls in the rural parts of Bihar and Jharkhand, Nielson found that though 46% of the respondents had heard about feminine hygiene products, only 28% were using them regularly. Evidence suggests that there is a lack of resources, education, and awareness about personal hygiene in rural areas of the country, as well as personal inhibitions and social taboos associated with the purchase and use of hygiene products on the market. Hence, the need for the study was felt to understand the consumer behaviour of rural women towards feminine hygiene products. The independent variables measuring the behaviour are consumer awareness, attitude, and social influence, and the dependent variable is purchase intentions.
Τύπος εγγράφου: article in journal/newspaper
Περιγραφή αρχείου: application/pdf
Γλώσσα: English
Relation: https://sciencescholar.us/journal/index.php/ijhs/article/view/6957/3070; https://sciencescholar.us/journal/index.php/ijhs/article/view/6957
DOI: 10.53730/ijhs.v6nS3.6957
Διαθεσιμότητα: https://sciencescholar.us/journal/index.php/ijhs/article/view/6957
https://doi.org/10.53730/ijhs.v6nS3.6957
Rights: Copyright (c) 2022 International journal of health sciences ; http://creativecommons.org/licenses/by-nc-nd/4.0
Αριθμός Καταχώρησης: edsbas.265CD61B
Βάση Δεδομένων: BASE
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  Data: Women personal care products and rural market penetration: Rural health marketing implications
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  Data: <searchLink fieldCode="AR" term="%22Nair%2C+Savitha%22">Nair, Savitha</searchLink><br /><searchLink fieldCode="AR" term="%22Kumar%2C+Dileep+M%2E%22">Kumar, Dileep M.</searchLink><br /><searchLink fieldCode="AR" term="%22Kumar%2C+Pramod%22">Kumar, Pramod</searchLink><br /><searchLink fieldCode="AR" term="%22Sachdeva%2C+Priya%22">Sachdeva, Priya</searchLink><br /><searchLink fieldCode="AR" term="%22Semwal%2C+Manisha%22">Semwal, Manisha</searchLink>
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  Data: International journal of health sciences; Special Issue III; 4794-4811 ; 2550-696X ; 2550-6978 ; 10.53730/ijhs.v6nS3.2022
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  Data: The market penetration of female-hygiene-products Indian rural women market is one of the lowest in the world. The National Family Health Survey 2015-16 report shows that the usage of feminine hygiene products among Indian women is 48.5% in rural India and 77.5% in urban India. In their 2016 survey conducted on adolescent girls in the rural parts of Bihar and Jharkhand, Nielson found that though 46% of the respondents had heard about feminine hygiene products, only 28% were using them regularly. Evidence suggests that there is a lack of resources, education, and awareness about personal hygiene in rural areas of the country, as well as personal inhibitions and social taboos associated with the purchase and use of hygiene products on the market. Hence, the need for the study was felt to understand the consumer behaviour of rural women towards feminine hygiene products. The independent variables measuring the behaviour are consumer awareness, attitude, and social influence, and the dependent variable is purchase intentions.
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