ADULT DIAPERS

ADULT DIAPERSCONDUCTED BY H2:

ANANYA BHUWALKAJOEL J VASKANIKA TANDONKRISHNAKUMAR SSIDDARTH DUBEY

1What is Adult DiaperManagement ProblemResearch ProblemResearch ObjectivesData CollectionData AnalysisFindingsRecommendations

3/18/2015H22AGENDA

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.

3/18/2015H23What is Adult Diaper?3/18/2015H24Famous Brands

3/18/2015H25Global MarketExperiencing 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 The idea of adult diapers is new in IndiaThe awareness has taken place with its launchThe acceptance is low in India A TAM Model is used to measure the influence of Behavioral Intentions and Subjective NormsAlso Threat from substitutes like Langotis

3/18/2015H26Indian Market

To find the reasons and factors affecting low penetration/ consumption of Adult Diapers in India.3/18/2015H27Management Problem

To find out how potential users perceive about the idea of accepting Adult Diapers.3/18/2015H28Research Problem

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

3/18/2015H29Research Objectives

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

3/18/2015H210Data Collection

3/18/2015H211Conclusive ResearchDesign by Professor Srivatsa.It consisted of 19 questions which focused on customer:Perceived Ease of UsePerceived usefulnessBehavior intentionsSubjective norms

DATA ANALYSIS3/18/2015H212

3/18/2015H213KMO And Bartlett Test

KMO test shows a value of 0.5As the significance is lesser than the value of 0.5, factor analysis is used.3/18/2015H214Factor AnalysisObservations :

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

3/18/2015H215Rotated 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.

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

Factor 3 : Awareness

Factor 4 :Nil

3/18/2015H216

Observations :

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

Positive correlation of 0.720 is been observed.

3/18/2015H217Correlation

The results were found insignificant.

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

3/18/2015H218Correlation

3/18/2015H219FINDINGSFrom Exploratory ResearchFrom Conclusive ResearchPrice 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

3/18/2015H220From Exploratory ResearchFactor Analysis:Reduction of 19 variables into 4 factors namely Usefulness, Simplicity, Awareness, Diseases (Nil)

Bivariate Analysis: Indian consumers prefer to buy Adult Diapers provided theyre convinced about its usefulness more than simplicityAlso it was observed from Intention v/s Awareness analysis that Indian customers are indifferent to the brand tag

3/18/2015H221From Conclusive ResearchFirms 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.3/18/2015H222Recommendations

3/18/2015H223