CHAPTER-4

A USAGE AND BUYING PATTERNS STUDY INTO THE DRIVERS AND

HURDLES OF SANITARY NAPKINS OF URBAN-RURAL WOMEN

INTRODUCTION:

This study was undertaken to understand the key factors affecting the penetration, use
and continued acceptance of low-cost sanitary napkin by target consumers at the bottom of
the pyramid This would help understand the factors, conditions, triggers and detractors
affecting the use of sanitary napkins thereby disseminating personal hygiene practices
amongst the least privileged sections of the society. This in due course would help create a
better world through the positive power of social entrepreneurial action and thus would
improve the quality of life and standard of living conditions of people living at the bottom of
the pyramid

MAJOR RESULTS

Objectives

1) To assess and compare the buying patterns and usage of sanitary napkins among
URBAN and RURAL study population.
2) To compare the perception and knowledge on different aspects of menstrual hygiene
among study population
Objective 1; Table 1
CATEGORIES VARIABLES
Safety Hygiene is the most important factor while selecting menstrual products.
and Availability of toilets indicates the menstrual hygiene management
Hygiene

Fear of using menstrual pad causes infection/allergy/irritation

Uncomfortable to use menstrual pad in public washrooms

Usage of menstrual pad do not cause unpleasant odour as there is no chemical
reaction.
Doubtfulness about the holding capacity of menstrual pads.
Usage Fear of new menstrual products causing leakage
 Afraid to make first time investment due to uncertainty of size of the menstrual
pad
Menstrual pads are safe, effective and largely unknown
Lack of awareness restricts the shifting to new menstrual products
Awareness Menstrual pads are long lasting
Lack of effective promotion is hampering the new menstrual product purchase
Price matters while buying menstrual products.
New menstrual products are highly priced
Price

Objective 2
Disposal of used sanitary napkins/ menstrual waste is an environmental issue.
Menstrual pads can resolve the disposal issues from sanitary napkins.
Growing problem of menstrual waste

Disposal
The fear is restricting to buy new menstrual products.
Non availability of physical stores restricts from buying new menstrual products
Buying Doubtful about the quality and safety in buying menstrual products online.
Willingness to adapt according to changing trends.
Menstrual pads/products usage affects virginity of women
Culture

Peer Influence Close friends/ mother/ teacher/ influence to buy new menstrual products.

Perception Advertisements change the perception towards new menstrual product

Quality Online stores provide good quality menstrual products.

Following are the results of the analysis conducted on 250 respondents

Major Factors That Affect women’s Preference Are on

 1. Safety and Hygiene :
Availability of Percentage of people
having toilet in RURAL
Family income Toilet
AREA (%)
Yes No
1500-3000 8 59 11.94
3001-6000 15 107 12.29

6001-9000 5 11 31.25
9001& more 11 19 36.66
Don’t want to disclose income 5 10 33.33

Table 1(a): Relationship between availability of toilets and family income in RURAL
AREA .
Availability of Percentage of people
having toilet in URBAN
Family Income Toilet
AREA(%)
Yes No
1500-3000 3 13 18.75
3001-6000 55 73 42.96
6001-9000 47 10 82.45
9001& more 12 32 37.5
Don’t want to disclose income 4 1 80

Table 1 (b): Relationship between availability of toilets and family income in URBAN
AREA

RURAL
100.00% AREA .
90.00%
80.00%
70.00%
60.00%
50.00%
31.25% 36.66% 33.33%
40.00%
30.00%
11.94% 12.29%
20.00%
10.00%
0.00%
1500-30003001-60006001-9000 9001& moreDon’t want to
disclose income
Figure 1 (C) Relationship between availability of toilets and family income in RURAL AREA .

URBAN
100.00%
AREA .
80%
90.00%
82.45%
80.00%
70.00%
60.00% 42.96%
50.00%
40.00% 18.75% 37.50%
30.00%
20.00%
10.00%
0.00% 1500-30003001-60006001-90009001& moreDon’t want to
disclose income

Figure 1 (D): Relationship between availability of toilets and family income in URBAN
AREA .

From Table 1(a) it can be perceived that 31.25 respondent from 6001-9000 income group
have toilets at their home. 36.66% respondents from higher salary group have toilets at their
home. 12.29% respondents from the income group of 3001-6000 and 11.94% from 1500-3000
have toilets in rural area. In the Figure 1.(b) it can be seen that 6001-9000 income group have
the maximum percentage of people who have toilets at home i.e. 82.45%. 37.50%
respondents from higher salary group have toilets at their home. From the income group of
3001-6000 42.96% respondents and 18.75% from 1500-3000 have toilets at their place in
urban area.
Percentage of women
using Availability of
Educational Status Availability of Toilets
Toilets in RURAL AREA
Yes NO
. (%)
Illiterate 29 107 21.32
1-5th standard 10 72 12.19
6-9th standard 2 27 6.89
10 and 12th standard 2 0 100
Graduate 1 0 100

Table 1.1(a): Relationship between availability of toilets and Education in RURAL

AREA
Availability of Toilets Percentage of women using

Yes NO Availability of
Educational Status
Toilets in URBAN AREA .
(%)
Illiterate 24 29 45.28
1-5th standard 26 32 44.82
6-9th standard 13 19 40.62
10 and 12th standard 36 30 54.54
Graduate 17 14 54.83
Post- Graduate 5 5 50

Table 1.1(b): Relationship between availability of toilets and Education in URBAN

AREA

2.USAGE PREFERENCES IN SANITARY NAPKINS

Product Variant- Thickness
Maximum women (74%) preferred thin sanitary napkins while the minority went with
Thick sanitary napkins
Product Variant- Length
It was seen that 90% of women using sanitary napkins preferred longer sanitary napkins
Product Variant- Wings
Majority of the women 71% are willing to accept sanitary napkins without wings
Behavior- Shyness
Majority with 74% women felt shy and reluctant in buying sanitary napkins from local
stores themselves.
Product Satisfaction w. r. t Specific Brand in Sanitary Napkins
A further analysis using the SPSS Software for the analysis of the 2 questions:
satisfaction and the choice of brand among the 31 respondents who use sanitary napkins
showed that 1 person was “not satisfied” using Whisper as compared to none being “not
satisfied” while using Stayfree
Usage Habits in sanitary Napkins
Maximum women (71%) use anywhere between 5 to 10 napkins per menstrual cycle
Usage Habits in Cloth
Amongst women who used Cloth (i.e frequency 19 of sample size 50), majority with 53%
respondents who change their cloth twice in a day
Switching Ability- Apprehension
However, 68% majority women were apprehensive to switch to sanitary napkins
Switching Ability- Price Factor
Majority 53% of total women currently using Cloth responded that they would switch to
sanitary napkins if provided at a reasonable rate
Disadvantage in Cloth Usage
Majority with 63% faced problem of Rashes while using Cloth
Total Satisfied Women- Composition
Further analysis of the Total composition of satisfied women showed that majority of satisfied
women were using sanitary napkins (65%) than minority using Cloth (35%)
Perception Study of Proposed Price
Analysis of the willingness of women showed that 82% of women would accept a pack of
sanitary napkins priced at Rs.50

3.Awareness: Awareness on Sanitary Napkin

Aware about sanitary RURAL URBA
napkin AREA . N
AREA .
Sample Percent (%) Sample Percent (%)

Yes 56 22.4 181 72.4

No 194 77.6 69 27.6

Total sample 250 100 250 100

Table 3.1: Sample distribution according to awareness about sanitary napkins

Figure 3.1: Sample distribution according to awareness about sanitary napkins

RURAL URBAN AREA .

AREA . YesNo

YesNo

72.40%
77.60% 22.40%
27.60%
Anand E., Singh J and Unisa S. (2015) Poor menstrual hygiene causes big effect in
amplified exposure to reproductive tract infections (RTI). The cause for the symptoms of
RTI may be various and not only limited to the unhygienic menstrual practices, but it is one
of the reasons. According to them Awareness, privacy and affordability are few of the key
concerns that require instant attention to encourage the use of sanitary pad during the time
of menstruation. In data collected it has seen that rural area . women are more aware about
sanitary napkins than urban area . women, 77.60% rural area women are not aware about the
existence of a thing like sanitary napkin. In urban area . 72.40% respondents are fully aware
about sanitary napkins.
Awareness about sanitary Percentage of women
napkin awareness about
Educational status
sanitary napkin in
Yes NO
RURAL AREA (%)
Illiterate 27 109 19.8
1-5th standard 17 65 20.73
6-9th standard 10 19 34.48
10 and 12th standard 2 0 100
Graduate 1 0 100

Table 3.1(a): Relationship between awareness about sanitary napkin and educational status in
RURAL AREA .
Awareness about sanitary Percentage of women
napkin awareness about
Educational Status Yes NO sanitary napkin in urban
area (%)
Illiterate 16 37 30.18
1-5th standard 38 20 65.51
6-9th standard 26 6 81.25
10 and 12th standard 60 6 90.91
Graduate 31 0 100
Postgraduate 10 0 100

table 3.1(b): relationship between awareness about sanitary napkin and educational status in
urban area.

120.00%
RURAL
100% 100%
AREA .
100.00%
. .
80.00%

60.00%

34.48%
40.00%
19.80% 20.73%
20.00%

0.00%
Illiterate 1-5th standard6-9th standard 10 and 12th Graduate
standard

Figure 3.1(c): Relationship between awareness about sanitary napkin and educational
status in RURAL AREA .

120.00%
URBAN 90.91% 100% 100%
100.00%
AREA .
80.00%
81.25%
60.00%
65.51%
30.18%
40.00%

20.00%

0.00%
Illiterate1-5th standard 6-9th standard 10 and 12th GraduatePostgraduate
standard

Figure 3.1(d): Relationship between awareness about sanitary napkin and educational status in
URBAN AREA .

It can be perceived from table 3.1 (a) that with increasing education level awareness about
sanitary napkin is also increase. But in rural area . women status of education is not so good.
Rural area women don’t have secondary schools. School dropout rate is very high in the girls of
rural areas 19.80% of respondent who are illiterate are aware about sanitary napkin while
34.48% women who study till 6-9th standard know about sanitary napkins.

Education is important for individual; educational status directs to change in thought process
 of a person. Same phenomenon can be seen in urban areas also that with increase of education
level awareness about sanitary napkin is also increasing. In urban areas 100% of graduate and
post graduate women are aware about sanitary napkins. 90.91% women, who have studied till
10th-12th standard, are aware about sanitary napkins in urban area and level of awareness about
sanitary napkin is decreasing with decreasing level of education.

Table 3.2: Sample distribution according to number of known brands of sanitary

napkins
Number of known RURAL URBA
brands AREA . N
AREA .
Sample Percent (%) Sample Percent (%)

Don’t recognize brand 236 94.4 110 44

1-2 brands 14 5.6 101 40.4
3-4 brands 0 0 51 15.6
5-6 brands 0 0 0 0
250 10 250 100
Total sample
Figure 3.2: Sample distribution according to number of known brands of sanitary

RURAL URBAN
15.60%
AREA . AREA .
5.60%
44%
40.40%

94.40%
Don’t recognize brand 1-
brands
Don’t recognize brand
3-4 brands
1-2 brands
5-6 brands
3-4 brands
5-6 brands

napkins.
According to Kotler, et al. 2013 because of low level of literacy in rural area . India,
consumers there identify brands through logo and package color. 5.6% Women of rural area .
villages know only one brand i.e. Stayfree because it is the only brand which available there.
94.4% female of villages of rural area and 44% ladies from rural area does not recognize
brand by its name. These women identify the brand of their sanitary napkin by package
color. 40.40% women from urban area villages know 1-2 brands name and only 15.60%
respondents know 3-4 brands of sanitary napkin of sanitary napkin.

4. Price:
Do they buy RURAL URBAN
sanitary napkin AREA . AREA .
Sample Percent (%) Sample Percent (%)

Yes 35 14.0 171 68.4

No 215 86.0 79 31.6
Total Sample 250 100 250 100

Table 4.1 Sample distribution according to usage of sanitary napkin

RURAL AREA .
URBA
N
14% AREA
68.40%
. Yes
Yes No
86% 31.60% No

Figure 4.1: Sample distribution according to usage of sanitary napkin

Awareness is not the only issue, but it is essential that the women in rural area should use
sanitary napkins to ensure their personal hygiene. In rural area only 14% ladies are using
sanitary napkins. Among these women 4.4% continuously take shift between sanitary napkin
and clean cotton cloth as per the availability. Severely 86%of the respondents of rural
area . .s are not using Sanitary napkins. There are many reasons behind not using sanitary
napkins like many of them are not aware about it, secondly there is a problem of
unavailability. Even if sanitary napkins are available there is also a big issue of disposing it
after usage. 18% respondents of rural areas are agreeing that sanitary pads are useful.
 68.40% of respondents in urban areas are using sanitary napkins, whereas rest of the
respondents prefers cotton cloth.
Use sanitary napkins

Family income Yes No Percentage of women using

sanitary napkin in RURAL
AREA(%)
1500-3000 3 64 8.57
3001-6000 17 105 48.57
6001-9000 2 14 5.71
9001& more 10 20 28.57
Don’t want to disclose
income
3 12 8.57

Table 4.1 (a): Relationship between usage of sanitary napkins and family income in
RURAL AREA .
Using sanitary napkins Percentage of women using
sanitary napkins in
URBAN AREA . (%)

Family Income
Yes No
1500-3000 7 9 4.07
3001-6000 76 52 44.19

6001-9000 44 13 25.58

9001& more 42 3 24.42

Don’t want to disclose

Income 3 2 1.74

Table 4.1 (b): Relationship between usage of sanitary napkins and family income in
URBAN AREA .
 RURAL
60.00%
48.57%
AREA .
50.00%

40.00%
28.57%
30.00%
5.71%
20.00%
8.57% 8.57%
10.00%

0.00%
1500-3000 3001-6000 6001-9000 9001& more Don’t want to
disclose income

Figure 4.1(C): Relationship between usage of sanitary napkins and family income in
RURAL AREA .

URBA
60.00% N
50.00% 44.19%
AREA
40.00%
. 25.58%
30.00% 24.42%

20.00%
4.07% 1.74%
10.00%
0.00%
1500-3000 3001-6000 6001-9000 9001& more Don’t want to
disclose income

Figure 4.1(D): Relationship between usage of sanitary napkins and family income in URBAN
AREA .

It can be perceived from graphical illustration 4.1(a) that the income of individual impacts
their buying behavior as it helps them decide the money they would spend on the purchase of
goods. It has been noticed that with an increase of income level, usage of sanitary napkin is
also increasing. Only 8.57% women are using sanitary napkin with the monthly income of
1500-3000 in rural area Number of women who are using sanitary napkin is also grown with
growing income. 44.19% women of income group 3001-6000 are using sanitary napkins.
Strangely, from the income group of rupees 9001& more 24.42% ladies are using sanitary
 napkin for their personal hygiene in rural area.

In the figure 4.1(d) only 4.07% women are using sanitary napkin with the monthly income of
1500-3000 in urban area Number of women who are using sanitary napkin is also grown with
growing income. 48.57% women of income group 3001-6000 are using sanitary napkins.
Strangely, from the income group of rupees 9001& more 28.57% ladies are using sanitary
napkin for their personal hygiene urban area .The trends have been found similar in both the
cases.

5. Disposal:

The below diagram depicts that both from URBAN AREA . and RURAL AREA . women
dispose their pads in 3 different ways i.e. Throw it in dustbin, Flush in water, Bury or Fire.
From these they use throw it in dustbin for disposal.

5.figure on disposal of sanitary napkin:

The above figure of 5 showing that 82.5% women throw pads in dustbin and 12.5% are flush it
in water 5.0% bury or fire pads after the usage.

6. Buying:
 Do they buy RURAL URBAN
sanitary AREA . AREA .
Sample Percent (%) Sample Percent (%)
Napkin
Sanitary 25 10 171 68.0

Napkins
Cloth 215 86 79 32
Switch 10 4 0 0

between both
Total sample 250 100 250 100

Table 6.1: Sample distribution according to usage of cloth instead of sanitary napkin

RURAL Urban area

AREA . AREA .

32%
4% 86%

10% 68%

ClothSanitary padsSwithching ClothSanitary pads

Figure 6.1: Sample distribution according to usage of cloth instead of sanitary napkin

In rural area 86% women are using cotton cloth instead of using sanitary napkin. 14% women
are using sanitary napkins, out of these only 10% women are using it regularly and rests are
repeatedly switching between cloth and sanitary napkins due to the lack of availability of
sanitary napkins.

In urban area cotton cloth is being used by 32% women only. This is a comparatively smaller
number then rural area. because in urban area. there is no problem in availability of sanitary
napkins and disposing it after use.
Buying decision of pads RURAL URBA
AREA . N
AREA .
Sample Percent (%) Sample Percent (%)
Females of family 24 12.24 93 37.65
Earning male member 172 87.76 154 62.34

of family
Total sample 196 100 247 100

Table 6.1 (A): Sample distribution according to buying decision of pads

RURAL AREA . URBAN AREA .

Females of family Females of family n=247
Earning male member of family

Earning male member of family

12.24%

37.65%
62.34%

87.76%

6.1 (B) Relationship between decision of family member of buying sanitary napkin

Buying decision in RURAL URBAN

advance AREA . AREA .
Sample Percent (%) Sample Percent (%)
Yes 48 19.2 191 76.4
No 202 80.8 59 23.6
Total sample 250 100 250 100

Table 6.1(c): Sample Distribution according to buying decision (in advance) of pads

RURAL AREA . URBAN AREA .

19.20% 23.60%
 76.40%
80.80%

YesNo YesNo
Figure 6.1(d): Sample Distribution according to buying decision (in advance) of pads

From above graphic representation it has been portrayed that in rural area 77.60% women
purchse the available brand of pads at the shop as only one or two brands are available in rural
area . But in case of urban area picture is totally different 76.40% of respondents take decision
of product before going to the shop.

From where respondent RURAL URBA

buy the product AREA . N
AREA .
Sample Percent (%) Sample Percent (%)

Near to home 201 80.4 116 46.4

General Shop 11 4.4 52 20.8
medical shop 21 8.4 70 28.0
Near Town 17 6.8 12 4.8
Total sample 250 100 250 100

Table 6.1 (e): Sample distribution according to the place from where respondent buy the
product

RURAL URBA
AREA . N
80.40%
AREA
4.40%
46.40% .
20.80%

28%
8.40% 4.80%
6.80%

Near to home general Shop Near to home general store

Medical storeNear Town Medical storeNear Town

Figure 6.1 (f): Sample distribution according to the place from where respondent buy the
product
 In rural area . consumers buy their supplies from different shops. Some buyers buy from
the village shopkeepers; some from general Shop or medical shop; others buy from the near
town. In RURAL AREA . women 80.40% respondents prefer to buy their products from
shops nearby their home and 46.40% rural area . family of women buy their requirements
from nearby shop 8.40% ladies from urban area . and 28% respondents from rural area
. buy their product from general shops. 6.80% women from urban area . and 4.80% women
from rural area . buy their rural area . supplies from near town.Same phenomenon found in
urban area that younger generation enjoys the freedom to take purchasing decision in
comparison to older generation. 40.90% women from the age group of 18-30 years and
39.28% from 30-40 years are taking buying decision of household products. Whereas from the
age group of 40-50 years 32% ladies take buying decision at their home.

RURAL
100% 100%
110.00%
100.00%
AREA .
90.00%
80.00%
70.00%
60.00%
50.00%
40.00% 21.32%
30.00% 12.19%
6.89%
20.00%
10.00%
0.00% Illiterate 1-5th standard6-9th standard 10 and 12th Graduate
standard

Figure 6.1(g)): Relationship between availability of toilets and Education in RURAL

AREA .
 URBA
120.00%
110.00%
N
100.00% AREA
90.00%
80.00% .
70.00% 54.54% 54.83%
50%
60.00% 45.28% 44.82% 40.62%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00% Illiterate1-5th standard 6-9th standard 10 and 12th GraduatePost Graduate
standard

Figure 6.1(H): Relationship between availability of toilets and Education in URBAN AREA .

100% Respondents with education of above 10th have toilets at their home. But the numbers of
women with this educational status are negligible in rural area As we comprehended from
figure 6.1 (a) that education drop rate in rural area . is very high. Only 6.89% respondents
from education of 6th -9th standard have toilets which is also lowest percentage of respondents
who have toilets. 21.32% women with no educational qualification have toilet at their place.
Education is the spine of developing nations. Developing countries should appreciate the
significance of education. Sustainable development of society is closely related to education.
Data represented in Figure 6.1(h) shows that there is no effect of educational status on the
percentage of ladies who have toilets at their home.

7.Culture:

Cultural norms and religious Taboos on menstruation are often compounded by traditional

associations with evil spirits, shame and embarrassment surrounding sexual reproduction.(NCBI).
69.25 respondents have taboo as they cannot visit temple during their menses, 17.9% women
cannot wash hair and 12.8% they must eat special food during menses.
Figure 7.1 cultural taboos on menstruation

Figure on 7.1 (a) perceptions on pads

 Figure 7.1 (c) restriction practices during menstruation

8.Peer Influence:

Buying Decision of RURAL URBA

Sanitary napkins AREA . N
AREA .
Sample Percent (%) Sample Percent (%)
Female member of the 25 71.43 130 76.02

Family
Earning male member 10 28.57 41 23.98

of the family
Total sample 35 100 171 100

Table 8.1: Sample distribution according to buying decision of sanitary

Figure 8.1: Sample distribution according to buying decision of sanitary napkins

100.00%
90.00% 76.02%
71.43%
80.00%
70.00% n= 35
60.00% RURAL
50.00% AREA .
28.57% URBA
40.00%
23.98%
n=N 171
30.00% AREA
.
20.00%
10.00%
Female member of theEarning male member of
familythe family
 71.43% women from rural area. villages take decision about brand as well as buy it for themselves in
this only those women are counted who use sanitary napkin. Buying a sanitary napkin is a very personal
decision and many women take decision by themselves and for some women other family members buy
sanitary napkin for them. Like in villages of rural area. 76.02% women take decision about sanitary
napkin brand as well as buy it for themselves on their own. Whereas 17.60% women of urban
area don’t buy sanitary napkin for themselves, they do not even decide the brand of sanitary napkins
for them. Other family member like father, mother, and husband take this decision for them. Women
from the age group of 35-45 years in villages of rural area . feel shy to buy sanitary napkin for
themselves therefore they send their daughters to buy it.

9. Perception:

From age group of 40-50 years are use sanitary napkin.

Feeling on URBAN RURA
menstruation AREA . L
AREA .
Sample Percent (%) Sample Percent (%)
Good 3 1.2 170 68.0
Bad 247 98.8 80 32.0
Total sample 250 100 250 100

Table 9.1: Sample distribution according to the feeling on menstruation

Figure 9.1: Sample distribution according to the feeling on menstruation
URBAN AREA .
RURA
YesNo
1.2% L
AREA .
YesNo
98.8%
32%
68%

There is a limited influence of conventional mass mediums such as television, newspaper, radio and
cinema due to its lack of presence. (Kotler et al., 2013). From above figure it is perceived that in
only 1.2% of respondents in URBAN AREA . women are inclined to feeling good. Most of the
women in these .s are even not felt about the menstruation. URBAN AREA . women 68% of
respondent have felt good on menstruation and 16% of respondent have bad about the feeling on
menstruation.
Utilization of Percentage of women use
sanitary napkin in
Educational status sanitary napkin
RURAL AREA . (%)
Yes No
Illiterate 18 118 13.24
1-5th standard 7 75 8.54
6-9th standard 9 20 31.03
10 and 12th standard 0 2 0
Graduate 1 0 100

Table 9.1 (a): Relationship between usage of sanitary napkins

and educational status in RURAL AREA .
Utilization of Percentage of women use
sanitary napkin in
Educational status sanitary napkin
URBAN AREA . (%)
Yes No
Illiterate 15 38 28.3
1-5th standard 37 21 63.79
6-9th standard 22 10 68.75
10 and 12th standard 56 10 84.85
Graduate 31 0 100
Postgraduate 10 0 100

Table 9.1(b): Relationship between usage of sanitary napkins and educational

status in URBAN Area
 RURAL
120.00% AREA . 100%
100.00%

80.00%

60.00%
31.03%
40.00%
13.24% 8.54%
20.00% 0%
0.00%
Illiterate 1-5th standard6-9th standard 10 and 12th Graduate
standard

Figure 9.1 (c): Relationship between usage of sanitary napkins and educational status in
RURAL AREA .

URBAN
120.00% AREA . 100% 100%
100.00% 84.85%
63.79% 68.75%
80.00%

60.00% 28.30%
40.00%

20.00%

0.00%
Illiterate1-5th standard 6-9th standard 10 and 12th GraduatePostgraduate
standard

Figure 9.1(d): Relationship between usage of sanitary napkins and educational status in

urban area .

Education has noticeable effect on the awareness about usage of sanitary napkin in rural area
but in case of rural area . women actual usage is found only in the .s where product is
available. In the pictorial demonstration 9.1(b) with increase of education level usage of
sanitary napkin is also increasing. In urban area . 100% of graduate and post graduate women
are using sanitary napkins. 84.5% women, who have studied till 10 th-12th standard, are using
sanitary napkins in urban area and usage of sanitary napkin is decreasing with decreasing level
of education.

10. Quality:
Age group Utilization of Percentage of women
using sanitary napkins in
sanitary napkin
RURAL AREA . (%)
Yes No
18-30 years 16 69 18.82
30-40 years 9 77 10.46
40- 50 years 10 69 12.65

Table 10(a): Relationship between usage of sanitary napkins and age in RURAL AREA .

Utilization of Percentage of women

using sanitary napkins in
Age group sanitary napkin
URBAN AREA . (%)
Yes No

18-30 years 71 17 80.68

30-40 years 42 45 48.27

40- 50 years 58 17 77.33

Table 10(b): Relationship between usage of sanitary napkins and age in URBAN AREA .
 100.00%
90.00%
RURAL
80.00% AREA .
70.00% women
60.00%
50.00%
40.00%
18.82%
30.00%
10.46% 12.65%
20.00%
10.00%
0.00%
18-30 years30-40 years40- 50 years

Figure 10(c): Relationship between usage of sanitary napkins and age in RURAL AREA .
.

100.00%
90.00%
80.68% URBA 77.33%
80.00% N
70.00%
60.00%
AREA
48.27%
50.00% .
40.00%
30.00%
20.00%
10.00%
0.00%
18-30 years30-40 years40- 50 years

Figure 10(D): Relationship between usage of sanitary napkins and age in URBAN AREA

In the present study, sampling was done on the bases of age. 18.82% women from the age group
of18-30 years are using sanitary napkin. From the age group of 30- 40years 10.46% women and
12.65% ladies from 40-50 years age group are using sanitary napkin in rural area . It was found that
in the middle-aged women of rural area ,the use of sanitary napkins in comparatively less when
compared to ladies of other age groups.

From the figure 10 (b) it is evident that more number of women from younger generation and
older generation are using sanitary napkin in comparison middle age women in urban area 48.27%
women are using sanitary napkin from the age group of 30-40 years. Whereas 80.68% ladies from
age group of 18-30 years and 77.33% womenfolk.
Brands of sanitary RURAL URBAN AREA .
napkins AREA .
Sample Percent (%) Sample Percent (%)

Whisper 0 0 93 54.39
Sofy 0 0 6 3.51
Stayfree 35 100 52 30.41
Carefree 0 0 18 10.5
Other 0 0 2 1.16
Total sample 35 100 171 100
Table 10.1: Sample distribution according to usage of brands of sanitary napkin

URBAN
RURAL AREA .
AREA .
10.50%1.16%

30.41%
54.39%

100%
3.51%
Whisper Sofy Stayfree
Whisper Sofy Stayfree
Carefree Other
Carefree Other

Figure 10.1: Sample distribution according to usage of brands of sanitary napkin

In rural area Stayfree is the only Brand which is available in shops. 14% women of rural area
are using Stayfree. Many sanitary napkin brands are available in the market of rural areas.
Among those Whisper is the most used brand in urban area 37.20% respondents are using it,
21% women are using Stayfree in urban area . and 7.20% ladies are using Carefree. This is a
picture of a place where women are getting option to use different brands because these
brands are available in rural areas.
 Brand of sanitary napkins use in RURAL AREA Percentage of
and urban areas women using
Whisper and
Stayfree in
urban and
Family rural area
Income

Whi Stay Care Kote Othe

Whisper Stayfree
sper free free x r
Sofy
(%) (%)
1500-3000 6 0 7 0 0 0 46.15 53.85
3001-6000 40 3 20 10 1 1 48 32

6001-9000 23 2 11 8 0 0 52.27 25

9001& more 21 1 14 0 0 0 69.44 27.78

Don’t want to
disclose
3 0 0 0 0 0
income

100 0

Table 10.1(a): Relationship between family income and most used brands in rural and
urban area

120.00%
100%
100.00%
RURAL Urban
80.00% 69.44%
46.15%
52.27%
60.00% 48%
53.85%
40.00% Whisper
32% 25% 27.78%
Stayfree
20.00%

0.00%
Don’t want
9001&
1500-30003001-60006001-9000 to
more
dis0close
Whisper
Figure 10.1(a): Relationship between family income and most used brands in urban and
rural area

Many sanitary napkin brands are available in the market of URBAN AREA . villages from
those brands Whisper and Stayfree are the most used brand in URBAN AREA . . It can be
perceived from above graphical representation that with increase in income women prefer to
buy whisper.

Do they buy RURAL URBAN

sanitary AREA . AREA .
Sample Percent (%) Sample Percent (%)
napkin
Sanitary 25 10 171 68.0

napkins
Cloth 215 86 79 32
Switch 10 4 0 0

between both
Total sample 250 100 250 100

Table 10.1(b): Sample distribution according to usage of cloth instead of sanitary napkin
 RURAL URBAN
AREA . AREA .

32%
4% 86%

10% 68%

ClothSanitary padsSwithching ClothSanitary pads

Figure 10.1(b): Sample distribution according to usage of cloth instead of sanitary

napkin

In rural area 86% women are using cotton cloth instead of using sanitary napkin. 14% women
are using sanitary napkins, out of these only 10% women are using it regularly and rests are
repeatedly switching between cloth and sanitary napkins due to the lack of availability of
sanitary napkins.

In urban area cotton cloth is being used by 32% women only. This is a comparatively smaller
number then rural area because in urban area there is no problem in availability of sanitary
napkins and disposing it after use.