Exploring consumers’ attitude towards hand sanitizers

Abstract

The understanding of Indian consumers’ behaviour of hand washing is attempted through this project. The consumers used soap and water for cleaning purposes from decades and they have been shifting to hand wash. The hand sanitizer, new product form in this category was introduced but the product acceptance by consumers is low. The reasons for easy transition from soap and water to hand wash when compared to the transition from hand wash to hand sanitizers are important to diffuse hand sanitizers effectively. The literature survey helped to find out some of the ways to change attitudes of consumers in order to improve the acceptance of the product. The use of rituals, advertising to change the attitudes was considered and the target segment was chosen as young and middle age group mothers since they are the influencers of the family. The questionnaire comprised different attitude and values related questions for different segments – hand sanitizer users, hand wash users and soap and water users alone. The total number of respondents who filled the survey are 84. Among them 32 are soap & water users, 36 are hand wash users & remaining 16 are hand sanitizer users. The data collected through these surveys is analysed using ANOVA & T-tests. The significant factors that drive the attitude towards respective product & sanitizers are identified. The significant usage situations & favourable ad appeals are also identified. And a few recommendations are drawn based on the analysis & discussion. The recommendations consist mainly of the product strategy and advertising impact to be created in order to make the hand sanitizers acquire a favourable attitude among the consumers and drive their purchase behaviour. The usage situations coupled with the ritual of hand wash & attributes that are helpful in overcoming the existing barriers in using hand sanitizers are identified and suggested as a part of recommendations.