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ADULT DIAPERS CONDUCTED BY H2: ANANYA BHUWALKA JOEL J VAS KANIKA TANDON KRISHNAKUMAR S SIDDARTH DUBEY

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Page 1: Adult Diapers

ADULT DIAPERS

CONDUCTED BY H2:

ANANYA BHUWALKAJOEL J VAS

KANIKA TANDONKRISHNAKUMAR SSIDDARTH DUBEY

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What is Adult Diaper Management Problem Research Problem Research Objectives Data Collection Data Analysis Findings Recommendations

AGENDA

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Purpose: To avoid uncontrollable urination.

Users: People other than infants or toddler.Predominantly used by the population facing diabetic or urinal issues.Also used by astronauts and swimmers.

Professionals now call them as ‘briefs’ instead of ‘diapers’ due to negative connotation.

What is Adult Diaper?

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Famous Brands

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Global Market

Experiencing surge in demand for adult diapers. Demand for adult diapers has nearly outstripped

baby diapers consumption in Japan. Increase in consumption is due to an rise in number

of ageing population, high healthcare expenditure, urbanization and increasing awareness.

Factors affecting the growth: environmental concerns, raw materials price volatility and social and economic constraints

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The idea of adult diapers is new

in India The awareness has taken place

with its launch The acceptance is low in India A TAM Model is used to measure

the influence of Behavioral Intentions and Subjective Norms

Also Threat from substitutes like ‘Langotis’

Indian Market

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To find the reasons and factors affecting low penetration/ consumption of Adult Diapers in India.

Management Problem

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To find out how potential users perceive about the idea of accepting Adult Diapers.

Research Problem

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To understand : Perceived Ease of use of the potential buyers Perceived Usefulness Subjective norms And the relation between buying behavior v/s

the above factors

Research Objectives

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Exploratory ResearchIn depth interviews of the people residing in the Old age homes in Manipal and Mangalore

Data Collection

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Conclusive ResearchDesign by Professor Srivatsa.It consisted of 19 questions which focused on customer:a) Perceived Ease of Useb) Perceived usefulnessc) Behavior intentionsd) Subjective norms

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DATA ANALYSIS

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KMO And Bartlett Test KMO test shows a value of 0.5 As the significance is lesser than the value of

0.5, factor analysis is used.

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Factor Analysis

Observations :

There are four critical factors which are observed from the table.

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Rotated Component

MatrixAll the variables above 0.7 is taken into consideration and following results are interpreted :

Factor 1 : (Usefulness)Intention, Agility, Performance, Productivity, Usefulness, Societal pressure, Peer pressure, Comfortable in social engagements and effectiveness.

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Factor 2 : (Simplicity)Ease of use, Independency of wearing, Handy, Learning curve and Simplicity

Factor 3 : Awareness

Factor 4 :Nil

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Observations :

Intention V/s Usefulness (Factor 1) is carried out.

Positive correlation of 0.720 is been observed.

Correlation

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The results were found

insignificant.

This could be due to sampling error or mis-interpretation of the questions by the respondents.

Correlation

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FINDINGS

From Exploratory Research

From Conclusive Research

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Price has been a prime factor

Dignity is another reason for reluctance in using adult diapers

Reasonable portion of potential users do not know about the concept of adult diapers

From Exploratory Research

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Factor Analysis: Reduction of 19 variables into 4 factors namely

Usefulness, Simplicity, Awareness, Diseases (Nil)

Bivariate Analysis: Indian consumers prefer to buy Adult Diapers provided

they’re convinced about its usefulness more than simplicity

Also it was observed from Intention v/s Awareness analysis that Indian customers are indifferent to the brand tag

From Conclusive Research

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Firms must find a trade off between :Price (Source : Exploratory) and Product features (Mainly Usefulness)

To eradicate the ‘dignity’ factor and also educating the middle age and youth about the importance of Adult Diapers

Creating awareness and benefits about Diapers over the conventional Langotis.

Recommendations

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