Customer Perception towards Feminine Hygiene Products in Kerala: A Post-Flood Analysis

This study is conducted to understand the role of flood of Kerala 2018 in changing the attitude and consumer behavior of men and women towards feminine hygiene management, eradicating deep rooted misunderstandings around the feminine hygiene management, budgetary concern for hygiene products and issues related to safe disposal of feminine hygiene products.  A qualitative research was conducted among the victims in the worst flood affected region of Kerala, Gothuruth. It was found out that everybody became willing to accept that feminine hygiene management as a normal thing like health management, or food and realized the criticality of the hygiene products and started allocating budget.  Young males began discussions on specific women needs with respect and importance in public. Women also started to stock the hygiene materials for future use rather than emergency buying. The flood also resulted in a change in the inter-gender communication pattern with regard to feminine hygiene products. This study points out to the need of removing the social, religious and cultural taboos surrounding menstruation and gender inequality and the great role of decision makers and marketing managers to come up with products and social reforms to help and empower women and girls in the society. The study concludes with strong recommendation as to how social marketing would be employed to advocate women-friendly society with better access for hygiene with dignity. Keywords- Feminine hygiene products, menstrual health, purchase behavior, feminine hygiene management (FHM), social marketing.