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A study of consumer attitudes toward a feminine hygiene product.

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

Identiferoai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_319042
Date January 1993
ContributorsChow, Yiu-wai Janet., Chinese University of Hong Kong Graduate School. Division of Business Administration.
PublisherChinese University of Hong Kong
Source SetsThe Chinese University of Hong Kong
LanguageEnglish
Detected LanguageEnglish
TypeText, bibliography
Formatprint, viii, 78 leaves : ill. ; 30 cm.
CoverageChina, Hong Kong, China, Hong Kong, China, Hong Kong
RightsUse of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/)

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