Browsing by Author "R, Karthikeyan"

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Understanding the Indian consumer behaviour and developing a communication strategy to minimize the existing stigma towards adult diapers

Reddy, Varakantham Hemanth; R, Karthikeyan (Indian Institute of Management Ahmedabad, 2021-09-07)

The problem of incontinence was historically considered as a taboo and hence the stigma towards using them even in the people who have severe issues of controlling their bladders resulted in low adoption of adult diapers ...