Research Article | Open Access
Discerning Hygiene Behavior amidst Bottom of Pyramid Segment: A CHAID Analysis
Anupriya Kaur
Pages: 16-23
Abstract
Hygiene status of the people along with other measures of environmental sanitization promotes health of the
community by providing clean environment and breaking the cycle of disease. Establishing routine hygiene
behavior and adopting hygiene norms by the community at large and in particular the bottom of pyramid
segment is of critical importance for long term welfare and health benefits. This study aims to firstly assess
the hygiene behavior adopted by bottom of pyramid segment across several aspects of hygiene behavior.
Secondly, to employ various demographic and behavioral factors to predict, model and classify hygiene
behavior and thirdly to explore the differences across various aspects of hygiene behavior in the identified
groups. This study surveyed the hygiene behavior across 272 respondents from the bottom of pyramid
segment. Descriptive data analysis, CHAID analysis and one way ANOVA was employed to address the
research objectives. The findings indicate an evident gap in adoption of hygiene (score less than 2.5 on a four
point scale) across all aspects such as hand hygiene food hygiene etc. Pre covid hand hygiene behavior,
positive influence of family on adopting hygiene behavior and residential status (native or migrant) emerged
as key predictors of hygiene behavior. Five heterogeneous groups emerged as an outcome of CHAID analysis
and significant differences were found across several aspects of hygiene behavior in these groups. The study
provides a typology of citizens from bottom of pyramid that will facilitate policy makers and local authorities
and agencies to design campaigns and intervention programs that promote long term adoption of hygiene
effectively
Keywords
Bottom of Pyramid, CHAID, Hygiene