Buying intension of menstrual cups among women in India

Title

Buying intension of menstrual cups among women in India

Creator

Regie R.C.; Sajan S.M.; Vinnarasi B.

Description

Background: In this era of globalization, Menstrual Hygiene Management is to be concerned. However due to increasing menstrual health hygiene practices adopted by women are rapidly changing and are shifting towards healthier and sustainable products in the Indian market. Objectives: This study aims to identify and evaluate the factors effecting the buying intension of menstrual cups and to provide managerial implications in the future. Methods: The data was collected through a questionnaire survey method; Exploratory Factor Analysis was used to bring down the factor focusing on the prominent factor useful for the study. Sample size for the study was 455 where simple random sampling technique was adopted to give every element in the population to give an equal chance. Results: Through Exploratory Factor Analysis, the paper identifies five factors as product awareness, perception, external influence, product features and hygiene. Here, product awareness is the most influential factor when compared to other factor which affects the buying intension of the menstrual cups. Conclusion: The word Menstruation which was backed by religious and cultural beliefs has gone through tremendous change effect. The lack of product awareness and the existing taboos are restricting women to buy menstrual cups. The study highlights the innovations in the menstrual products and also the importance of buying healthier and eco-friendly menstrual products like menstrual cups which are economically and eye catching products among women. 2019 SERSC.

Source

International Journal of Advanced Science and Technology, Vol-29, No. 2, pp. 13-24.

Date

2020-01-01

Publisher

Science and Engineering Research Support Society

Subject

Buying Intention; Consumer behavior; Menstrual Cups; Menstrual Hygiene Management; Menstruation

Coverage

Regie R.C., Department of Commerce, CHRIST (Deemed to be University), Bangalore, 560029, India; Sajan S.M., Department of Commerce, CHRIST (Deemed to be University), Bangalore, 560029, India; Vinnarasi B., Department of Commerce, CHRIST (Deemed to be University), Bangalore, 560029, India

Rights

Restricted Access

Relation

ISSN: 20054238

Format

Online

Language

English

Type

Article

Identifier

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85081453662&partnerID=40&md5=233eaf8e89453bca30ec8ebd2474266a