ADULT DIAPERS

CONDUCTED BY H2:
ANANYA BHUWALKA
JOEL J VAS
KANIKA TANDON
KRISHNAKUMAR S
SIDDARTH DUBEY

AGENDA

What is Adult Diaper

Management Problem
Research Problem
Research Objectives
Data Collection
Data Analysis
Findings
Recommendations

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What is Adult Diaper?

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.
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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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Indian Market

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

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Management Problem

To find the reasons and

factors affecting low
penetration/ consumption
of Adult Diapers in India.

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Research Problem

To find out how potential users

perceive about the idea of
accepting Adult Diapers.

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Research Objectives

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

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Data Collection

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

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Conclusive Research
Design by Professor Srivatsa.
It consisted of 19 questions
which focused on customer:
a) Perceived Ease of Use
b) Perceived usefulness
c) Behavior intentions
d) 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
Matrix

All 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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Correlation

Observations :
Intention V/s
Usefulness (Factor 1)
is carried out.
Positive correlation of
0.720 is been
observed.
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Correlation

The results were found

insignificant.
This could be due to
sampling error or misinterpretation of the
questions by the
respondents.

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FINDINGS

From Conclusive Research

From Exploratory
Research

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From Exploratory
Research

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

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From Conclusive
Research

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
theyre 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
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Recommendations

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.
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