Stigmatised Products and Consumer Behaviour: Are Brands Challenging and Changing Consumer Perceptions Around Menstrual and Reproductive Products in South Asia

Abstract

Stigmas have been attached to menstrual and reproductive hygiene products for a long time. These stigmas impact the perceptions and, in turn, the behavior of consumers. This research aims to look into the impact of these stigmas on consumer perceptions of menstrual and reproductive hygiene products and the impact it has on their behavior in South Asia, using the example of Pakistan, and the efforts of brands to tackle those stigmas. The paper analyzes the factors that contribute to the negative notions that are attached to these products. The paper, by the use of a survey, analyzes the change in consumer perceptions and behavior regarding menstrual products. The research looks into the different advertisements and campaigns by different brands to analyze the strategies used to market menstrual and reproductive hygiene products in Pakistan. The results discuss the implication of liberal versus conservative approaches to marketing. Both of the different approaches, when used properly, help in tackling stigma and creating awareness and education. The research further focuses on the importance for brands and organizations to understand the cultural boundaries and the consumer's ideology, beliefs, and sentiments while dealing with stigmatized products. Keywords: stigmas, menstrual hygiene products, reproductive hygiene products, consumer perceptions, consumer behavior, South Asia, Pakistan, brands, negative notions, survey, change, advertisements, campaigns, marketing strategies, liberal approach, conservative approach, awareness, education, cultural boundaries, consumer ideology, beliefs, sentiments