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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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