by Chow Yiu-wai Janet. / Includes Chinese questionaire. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 77-78). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / LIST OF EXHIBITS --- p.vii / ACKNOWLEDGMENTS --- p.viii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Objectives --- p.1 / Overview of Sanitary Napkin Market --- p.2 / Chapter II. --- LITERATURE REVIEW --- p.4 / What Are Attitudes? --- p.4 / Methods of Measuring Attitudes --- p.5 / Attitude-Behavior Relationship --- p.9 / Marketing Implications of Studying Attitudes --- p.9 / Chapter III. --- METHODOLOGY --- p.11 / Target Group --- p.11 / Sample Size --- p.12 / Selection of Attributes --- p.12 / Preliminary Stage --- p.12 / Exploratory Research --- p.13 / Pretest --- p.14 / Questionnaire Design --- p.15 / Data Collection --- p.16 / Data Analysis --- p.16 / Chapter IV. --- LIMITATIONS --- p.18 / Chapter V. --- RESULTS --- p.21 / The Relative Importance of Product Attributes --- p.21 / Rearrangement of Semantic Differential Scales --- p.23 / Evaluation of the Ideal Brand after Rearrangement --- p.23 / Beliefs about Whisper and Nice Day --- p.24 / Profile Analysis --- p.24 / Attitudes toward Whisper and Nice Day --- p.27 / Difference in Attitudes --- p.27 / Absolute Difference --- p.27 / Favorableness of Brands --- p.29 / Characteristics of the Respondents --- p.30 / Usage Pattern --- p.30 / Actual Buyers and Purchasing Outlets --- p.32 / Demographics --- p.33 / Chapter VI. --- RELATIONSHIP BETWEEN ATTITUDE AND BRAND USAGE --- p.34 / Chapter VII. --- "ANALYSES FOR THE TWO GROUPS - WHISPER SIGNIFICANTLY MORE FAVORABLE, AND NICE DAY SIGNIFICANTLY MORE FAVORABLE" --- p.38 / Relative Importance of Attributes as Perceived by Different Groups --- p.38 / The Group Which Perceives Whisper as Significantly More Favorable --- p.40 / The Group Which Perceives Nice Day as Significantly More Favorable --- p.43 / Chapter VII. --- STRATEGIC IMPLICATIONS --- p.46 / Strategic Implications for Product Improvement --- p.46 / Strategic Implications for Whisper --- p.49 / Strategic Implications for Nice Day --- p.50 / Chapter IX. --- CONCLUSION --- p.52 / APPENDICES --- p.54 / BIBLIOGRAPHY --- p.77