Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
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Figure 82 - Feminine Hygiene Purchase Criteria<br />
PRICE<br />
EFFECTIVENESS PERCEPTION<br />
SCENT<br />
“CHEMICAL-FREE”<br />
ENVIRONMENTAL IMPACT<br />
PERIPHERY MID-LEVEL CORE<br />
As usual, the effectiveness of feminine hygiene products is the number one most important nonpricing<br />
factor (71%). Convenience factors such as ease of use (28%) <strong>and</strong> availability (27%) are the<br />
next most top of mind in importance <strong>for</strong> consumers.<br />
Figure 83 – Most Important Purchase Factors Other Than Price<br />
Effectiveness (works well, etc.)<br />
71%<br />
Ease of use<br />
28%<br />
Availability (I can find it easily where I shop)<br />
27%<br />
Purity or healthiness of something that goes<br />
in or on the body<br />
16%<br />
Lack of irritants (skin, eye, lung, etc.)<br />
15%<br />
Supporting companies/br<strong>and</strong>s that have good<br />
practices<br />
6%<br />
Environmental impact of the product<br />
5%<br />
Q32: “When you buy Feminine hygiene/contraceptives, what are the most important factors OTHER than price/value? Please check<br />
your top TWO choices” | Base: Feminine hygiene/contraceptives shoppers (n=214). | Source: GMDC 2009 Survey, Mar. 2009.<br />
<strong>Shopping</strong> Barriers <strong>for</strong> Feminine Hygiene<br />
Convenience factors again are the <strong>Shopping</strong> Barriers <strong>for</strong> feminine hygiene. About a third or more of<br />
consumers cite too many choices, lack of selection in convenient stores, <strong>and</strong> getting in <strong>and</strong> out of<br />
stores.<br />
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