• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2024 > Volume 12 Number 4 (2024) >
JOEBM 2024 Vol.12(4): 433-438
DOI: 10.18178/joebm.2024.12.4.833

An Investigation of Factors Influencing Women’s Purchase of Sanitary Napkins Based on Theory of Reasoned Action and Marketing Mix Strategy

Xinyi Shi
No. 5 Middle School of Quanzhou, Quanzhou, Fujian, China
Email: 165474001@qq.com (X.Y.S.)

Manuscript received August 9, 2024; revised September 23, 2024; accepted October 18, 2024; published November 28, 2024.

Abstract—With a large population in China, sanitary napkins’ consumption is increasing every year, thus, more and more companies are entering into this industry, which causes fierce competition. However, few studies focus on consumers’ intention to purchase sanitary napkins. In addition, research on sanitary napkins mainly discussed the material, however, neglected factors influencing consumers’ purchase intention. Therefore, this paper attempts to examine factors influencing consumers’ sanitary napkins purchase intention. This study developed a comprehensive framework based on marketing mix strategy, and Theory of Reasoned Action (TRA) to support the four hypotheses. By analyzing 131 valid questionnaires using the application SPSS, the results showed that subjective norm, high quality, reasonable price, and brand image all had positive and significant influences on purchase intention. Among them, high quality has the greatest impact. Theoretical implications and practical implications were provided.

Keywords—sanitary napkin, marketing mix strategy, Theory of Reasoned Action (TRA), brand image

Cite: Xinyi Shi, "An Investigation of Factors Influencing Women’s Purchase of Sanitary Napkins Based on Theory of Reasoned Action and Marketing Mix Strategy," Journal of Economics, Business and Management, vol. 12, no. 4, pp. 433-438, 2024.

Copyright © 2024 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 
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