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How social marketing approach promoting sanitary pads and menstrual hygiene can improve menstrual health in rural areas of Maharashtra, India

Jadhav, Siddhesh (2020) How social marketing approach promoting sanitary pads and menstrual hygiene can improve menstrual health in rural areas of Maharashtra, India. Masters thesis, Dublin, National College of Ireland.

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Background: The goal of social marketing is to bring desired and positive change in the society. Social marketing is majorly communication based, the more effective the communication, more it will be effective. Menstruation and menstrual experiences play a crucial role in women’s life. This impacts both, their reproductive and sexual health as well as their social life. This study focuses on the role of social marketing in health sector of India and qualitatively investigates the perceptions, practices and experiences of women about menstruation in the rural area of Maharashtra, India.

Methods: A convenience sampling method was used in this study to select 12 women from the rural villages of Maharashtra in India. Phenomenological interview structure was used to find out menstrual hygiene practices, socio-cultural taboos and perceptions of these women. The data was further analyzed through thematic analysis.

Findings: Most of the volunteers lacked prior knowledge about menstruation and menstrual hygiene. Communication regarding menstruation between the family members, especially mothers, was limited to certain extent. Most of the women were using cloth instead of sanitary napkins. Lack of availability of sanitary napkins and cost were major reasons for the use of cloth. Socio-cultural taboos were still being followed by all of the participants.

Conclusions: Awareness campaigns about menstrual hygiene could be conducted in the rural areas through social marketing so as to educate the women to take proper measures. Introduction of sanitary pads in school and local shops is a must. Proper disposal incinerators as well as vending machines dispensing sanitary pads could be installed in schools. A number of opportunities have emerged for sanitary pad manufacturing companies to tie up with the locals in introducing cheap sanitary pads and simultaneously create awareness through social marketing. Counselling and support during menstruation can result in prevention of unwanted events in the lives of rural women.

Keywords: Menstruation, hygiene, awareness, social marketing, qualitative, rural India, society, behavior.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce > Marketing
R Medicine > RA Public aspects of medicine > RA0421 Public health. Hygiene. Preventive Medicine > Personal Health and Hygiene
Divisions: School of Business > Master of Science in Management
Depositing User: Dan English
Date Deposited: 04 Feb 2021 15:58
Last Modified: 04 Feb 2021 15:58

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