Challenge Of Adoption Of Personal Feminine Hygienic Products Amomg Women Of Hilly Areas During Urbanisation Process

Abstract

There are intricate linkages between urbanisation and health challenges which research and studies in hilly regions of developing and large nations like India have scarcely been done and planned. Rural-urban migration and modern communication media have been partly responsible for urbanisation. Factors like increase in population and partial awareness are creating health challenges for people, especially women of hilly areas. Successful resolution of health challenges depends on the awareness and hence adoption process, especially influences of peer group, parental advice and marketing communication. This paper begins by shedding light on the dominant types of influences on adoption of personal hygiene products among women of Himachal Pradesh, a predominantly hilly state of India with sizeable population in both urban and rural areas. It analyses the awareness level about use of such products and comparing it between rural and urban areas. Finally, it examines differences of influencing consumer purchase adoption by three variables viz. parental advice, peer group and marketing communication among rural and urban women. The paper also evaluates adoption influences among various age groups of hill area women. The paper is of immense importance for government departments engaged in hygiene based health schemes as well as for business organizations dealing in personal hygiene feminine products. It will also guide to help in rural-urban policy framework on women’s health schemes besides creating employment opportunities and thus alleviating poverty and meeting the health challenges. Moreover, it raises issues which should attract multi-disciplinary research on the issues.