Perceptual Map
What Is Menstruation |
Who guided on Menstruation |
|
23 %
10 %
|
9 % |
58 % |
Don’ t Know Miracle Body Process Body Cleaning |
3 %
4 %
7 %
|
20 % |
50 % |
Mother Friends Relatives Self Training Others Not Sure |
10 % 6 %
Exhibit 7: Perceptual Map
Perceptual Map
High Quality
Whisper
Stayfree
She
Low Price
Sakhi
Nirmal
Mukta
High Price
Low Quality
Exhibit 8: Laddering-“ Nirmal” Sanitary Napkins Laddering
Value Emotional Benefit
Functional Benefit
Attributes
Confidence, dignity, sense of pride and empowerment
It will help in avoiding health hazards and instil confidence among women. Also, since it is prepared by self-help group women, it brings in a feeling of togetherness
It contains less glue and more wood pulp compared to any standard sanitary napkin. It passes stringent quality tests and is hygienic to use
Extremely hygienic compared to alternatives like cloth, ash etc. A very good absorbent that keeps you dry and free from any leakage
64