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

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dc.contributor.advisorÜlker, Barış
dc.contributor.advisorVillegas, Erick Behar
dc.contributor.authorHarrisa Aziz
dc.contributor.departmentFaculty of Business Administration
dc.contributor.otherBerlin International University of Applied Sciences
dc.date.accessioned2023-07-19
dc.date.accessioned2025-11-28T13:27:28Z
dc.date.available2025-11-28T13:27:28Z
dc.date.issued2022
dc.description.abstractAUTHOR-SUPPLIED ABSTRACT: 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, sentimentsen
dc.description.degreeBA
dc.description.tableofcontentsMACHINE-GENERATED CONTENTS NOTE: Table of Contents Abstract.......................................................................................ii 1. Introduction................................................................................1 2. Literature Review.......................................................................4 2.1 Menstrual products.................................................................5 2.2 Reproductive health products.................................................7 3. Methods.......................................................................................9 3.1 Methods and Techniques of Data Collection...............................9 3.2 Participants..........................................................................10 3.3 Ethical considerations...........................................................10 3.4 Limitations..........................................................................11 4. Results......................................................................................11 4.1 Menstrual products...............................................................11 4.2 Reproductive health products...............................................17 5. Discussion..................................................................................22 6. Conclusion................................................................................25 7. References................................................................................27en
dc.identifier.urihttps://repository.berlin-international.de/handle/123456789/820
dc.language.isoeng
dc.subjectBrands
dc.subjectChange
dc.subjectConsumer Behavior
dc.subjectConsumer Perceptions
dc.subjectMenstrual Hygiene Products
dc.subjectPakistan
dc.subjectReproductive Hygiene Products
dc.subjectSouth Asia
dc.subjectSurvey
dc.subjectStigmas
dc.titleStigmatised Products and Consumer Behaviour : Are Brands Challenging and Changing Consumer Perceptions Around Menstrual and Reproductive Products in South Asia
dc.typeThesis

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