LUNALIFE
18
Needs and Use Conditions
Women in India need an affordable alternative to using homemade cloths as a method of managing menstruation. Almost 88% of women and girls in India use homemade alternatives, such as an old cloth, rags, hay, sand, or ash (Geertz, 2016). Consumers in India need more accessible alternatives to menstruation management practices that are affordable in their income level. In addition to the actual products, women and girls lack access to appropriate sanitation facilities. With any sanitary product offered, proper facilities to manage menstruation privately is essential to a consumer actually using the product.
Furthermore, in order for women to make the decision to buy reusable sanitary pads they need to trust that they will be reliable, long lasting and worth their hard-earned money. Consumers in the Aspiring segment are quick to spend their disposable income as long as they trust the brand and the product to deliver the perceived benefits (Unitus Seed Fund, 2015).
Finally, age and nature of work of consumers had no significant impact on the overall usage patterns among the lower levels of the societal pyramid however, education, household income and region had significant impact on use patterns (Sanitary Protection in India, 2016). It was noted that many women used sanitary napkins during the work day but then would revert to using cloths at home to save money. If women were able to reuse sanitary pad inserts, it would save them the potential dangers of using cloths for menstruation management.
Values and Attitudes
Many consumers interviewed recognized that they tend to be skeptical of the intentions behind salespeople and prefer to seek advice from their inner circle (Jaiswal, 2015).
Buyer Characteristics