A Study on Awareness and Acceptance of Adult Diapers in Madurai City with Special Reference to Kamal Health Care Products (p) Ltd, Tuticorin

Dr. D. Anbugeetha; Ms. S.Sangeetha

Volume : IX, Issue : VI, June - 2020

A Study on Awareness and Acceptance of Adult Diapers in Madurai City with Special Reference to Kamal Health Care Products (p) Ltd, Tuticorin

Dr. D. Anbugeetha, Ms. S. Sangeetha

Abstract :

India may be the youngest country in the world in 2020 however by 2050, as many as 325 million people, or 20 per cent of the population, will be ‘elderly‘ says a report by the non–profit organization ‘Help Age India.’ Currently, India has 103.9 million elderly people above the age 60 which is about 8.5 per cent of the population. The elderly population is growing at about 3.5 per cent per year, double the rate for the population as a whole. While the overall population of India will have grown by about 40 per cent between 2006 and 2050, the elderly population will have grown by 270 percent according to the report by the ministry for statistics and programme implementation. India is in the position to develop lots of support facility to handle the health problems faced by aged people. In addition there will be lots of marketing opportunities for such health care products. The present study focuses on one such health care product ‘Adult Diaper’ used to handle an old age discrepancy – urinary incontinence. This problem is faced by most of the aged population. This may due to weak bladder muscle, overactive bladder, which may affect the normal life of the aged people both physically and mentally. The emerging adult diaper industry supports those people through their products and makes them feel comfortable. The present study tries to make out whether the people in Madurai city, are aware of adult diaper and also to identify whether they accept adult diaper. It also tries to spot the attributes that may influence the consumers to buy it. It further tries to observe the and they use and the market leader of the product in Madurai city. Additionally it tries to recognize the awareness and acceptance of AVM Super Dry and in Madurai city. The research design used here is descriptive and the data was collected from the retailers as well as the consumers using two separate questionnaires. The result found was, most of the respondents were aware of the product adult diaper and people prefer the and with high absorbency, odor control and good comfort. Currently, the Madurai market is ruled by the and “Friends”.