top of page
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute

Economics and Business

Quarterly Reviews

ISSN 2775-9237 (Online)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
crossref
doi
open access

Published: 24 December 2024

Branding and Promotional Incentives on Purchase Behavior for Sanitary Napkins among Young Adult Female Consumers in Bangladesh

Stanley Sumon Rodrick, Hamidul Islam, Sahin Akter Sarker, Mousomi Hridoy Hema

American International University (Bangladesh), Australian College of Applied Professions (Australia)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, management journal

Download Full-Text Pdf

doi

10.31014/aior.1992.07.04.644

Pages: 356-373

Keywords: Brand Preferences, Promotional Incentives, Sanitary Napkins, Social Taboos, Sustainable Development Goals (SDG), Sustainable Female Hygiene Practices

Abstract

This investigation encompasses the influences of branding and promotional incentives on the purchase intention of sanitary napkins among young adult female consumers in Dhaka City. The analysis utilized mixed methodology, combining a comprehensive review of published information with structured quantitative studies, qualitative FGDs, and interviews. A non-probability purposive sampling technique was used to analyze 517 responses. The outcomes were rigorously analyzed using SPSS Version 20 application software. Though many conglomerates in Bangladesh have invested in the female sanitary napkins segment, this has yet to expand. The findings prescribe explicit barriers related to availability and affordability, the suspicious look of shopkeepers, and infrequent awareness-building campaigns by brands that hinder consumer purchase choices. This study proves that unattended reproductive health issues (e.g., menstruation) hamper the achievement of SDGs. Appropriate strategy execution among manufacturers, trade intermediaries, and the national administration minimizes the influence of social taboos, and attractive product offerings will stimulate proper hygiene practices and brand loyalty. This investigation exclusively embraces adolescent female customers in Dhaka. Consequently, forthcoming research will emphasize female workers in different age groups in the Ready-Made Garment (RMG) sector within the Dhaka city peripherals. Such workers are economically underprivileged segments, and barely any such investigation was conducted on their purchase intention regarding female hygiene practices. Thus, future investigators may exploit the random sampling technique to attain a substantial outcome and influence garment workers' purchase behavior.

References

  1. Acevedo, G. L., & Robertson, R. (2012). Sewing Success? Employment, Wages, and Poverty following the End of the Multi-fibre Arrangement. World Bank Publications - Books. The World Bank Group. Retrieved from:

  2. https://openknowledge.worldbank.org/bitstream/handle/10986/13137/675240PUB0EPI0067882B09780821387788.pdf?sequence=1

  3. ACI Limited. (2015, May). Mukto Bihongo - Freedom Ultra Sanitary Napkin TVC. YouTube. Retrieved from https://www.youtube.com/watch?v=513k0kjpY5o

  4. ACI Limited. (2019). ACI Center becomes the first office in Bangladesh to have a Freedom Sanitary Napkin Vending Machine. Retrieved from Freedom Sanitary Napkin Vending Machine: https://www.aci-bd.com/all-news/aci-center-becomes-the-first-office-in-bangladesh-to-have-freedom-sanitary-napkin-vending-machine.html

  5. Ahmad, I., Said, H., & Mansor, S. S. (2015, March). The Influence of Social Taboos on Socialization of Students: Evidence from a Developing Country. Mediterranean Journal of Social Sciences, 6(2), 514-519. doi:10.5901/mjss.2015.v6n2p514

  6. Bangladesh Bureau of Statistics (BBS). (2024, June). Statistical Yearbook 2023. Ministry of Planning, Statistics & Informatics Division (SID). Retrieved on September 05, 2024, from:

  7. http://nsds.bbs.gov.bd/storage/files/1/Stat_Yearbook-23.pdf

  8. BGMEA. (2020). Garment Industry of Bangladesh. Retrieved from The Bangladesh Garment Manufacturers and Exporters Association: https://www.bgmea.com.bd/page/AboutGarmentsIndustry

  9. Horng, W.-B., Lee, C.-P., & Chen, C.-W. (2001). Classification of Age Groups Based on Facial Features. Tamkang Journal of Science and Engineering, 4(3), 183-192. Retrieved from: https://mail.tku.edu.tw/horng/Publication/Papers/HoLC01.pdf

  10. House, S., Mahon, T., & Cavill, S. (2012). Menstrual hygiene matters: A resource for improving menstrual hygiene around the world. Retrieved 2023, from WASH Matters: https://washmatters.wateraid.org/sites/g/files/jkxoof256/files/Menstrual%20hygiene%20matters%20low%20resolution.pdf

  11. Jain, V., Chodankar, R. R., Maybin, J. A., & Critchley, H. O. (2022, May). Uterine bleeding: how understanding endometrial physiology underpins menstrual health. Nature Reviews Endocrinology, 18, 290-308. doi:10.1038/s41574-021-00629-4

  12. Kara, Ş. (2021). A Research Study about the Expectations from Sanitary Napkins, Current Problems and Design of a Functional Sanitary Napkin. Erciyes University Journal of Institue of Science and Technology, 37(1), 74-90. Retrieved from:

  13. https://search.trdizin.gov.tr/en/yayin/detay/452577/a-research-study-about-the-expectations-from-sanitary-napkins-current-problems-and-design-of-a-functional-sanitary-napkin

  14. Khan, S., Jamil, K., Nahar, Q., & Alam, A. (2022). Taking measures before opportunities bleed away: Current knowledge and policy gaps in menstrual hygiene management. Data for Impact (D4I), Research for Decision Makers (RDM), and International Centre for Diarrhoeal Disease Research, Bangladesh (icddr,b). Retrieved from http://rdm.icddrb.org/wp-content/uploads/2023/09/Taking-measures-before-opportunities-bleed-away.pdf

  15. Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607-610. doi:10.1177/001316447003000308

  16. Krithika, J., & Alex, A. B. (2019, February). Women’s Product Preference with Reference to Sanitary Napkins. IOSR Journal of Business and Management (IOSR-JBM), 21(2), 01-04. doi:10.9790/487X-2102060104

  17. Kumar, R. (2005). Research Methodology: A Step-by-Step Guide for Beginners (2 ed.).

  18. Lamba, N. (2023). Consumer Buying Behavior of Personal Care Product: A Comparative Study of Male and Female Users. International Journal of Advanced Research and Innovative Ideas in Education (IJARIIE), 9(2), 1209-1212. Retrieved from:

  19. https://ijariie.com/AdminUploadPdf/Consumer_Buying_Behavior_of_Personal_Care_Product__A_Comparative_Study_of_Male_and_Female_Users_ijariie19575.pdf

  20. Lavuri, R., & Sreeramulu, D. (2019, June). Personal Care Products: A Study on Women Consumer Buying Behaviour. International Journal of Research and Review, 6(6), 271-279. Retrieved from

  21. https://www.ijrrjournal.com/IJRR_Vol.6_Issue.6_June2019/IJRR0035.pdf

  22. Lichtenstein, S., Gregory, R., & Irwin, J. (2007, June). What’s bad is easy: Taboo values, affect, and cognition. Judgment and Decision Making, 2(3), 169-188. doi:10.1017/S1930297500000838

  23. Matheos, A. N., Pangemanan, S. S., & Pandowo, M. (2017, September). Consumer Decision Making of Feminine Sanitary Products in Manado. Sam Ratulangi University: Jurnal EMBA, 5(3), 3559-3566.

  24. Matsuura, A., & Teng, C. (2020). Understanding the Gender Composition and Experience of Ready-Made Garment (RMG) Workers In Bangladesh. International Labour Organization. Retrieved September 06, 2024, from

  25. https://www.ilo.org/sites/default/files/wcmsp5/groups/public/@asia/@ro-bangkok/@ilo-dhaka/documents/publication/wcms_754669.pdf

  26. Mensah, C., Aboagye, E., & Baah, P. (2016). A Factor Analysis of Consumer’s Buying Behavior of Sanitary Pads. Mathematical Theory and Modeling, 6(8), 28-39. Retrieved from

  27. https://www.iiste.org/Journals/index.php/MTM/article/view/32168/33055

  28. Muhit, I. B., & Chowdhury, S. T. (2013, June). Menstrual Hygiene Condition of Adolescent Schoolgirls at Chittagong Division in Bangladesh. International Journal of Scientific & Technology Research, 2(6), 58-62. Retrieved from https://www.ijstr.org/final-print/june2013/Menstrual-Hygiene-Condition-Of-Adolescent-Schoolgirls-At-Chittagong-Division-In-Bangladesh.pdf

  29. Mukherjee, A., Lama, M., Khakurel, U., Jha, A. N., Ajose, F., Acharya, S., Tymes-Wilbekin, K., Sommer, M., Jolly, P. E., Lhaki, P., & Shrestha, S. (2020, June). Perception and practices of menstruation restrictions among urban adolescent girls and women in Nepal: a cross-sectional survey. Reproductive Health, 17(1), 81. doi:10.1186/s12978-020-00935-6

  30. Parker, A. H., Smith, J. A., Verdemato, T., Cooke, J., Webster, J., & Carter, R. C. (2014). Menstrual management: a neglected aspect of hygiene interventions. Disaster Prevention and Management, 23(4), 437-454. doi:10.1108/DPM-04-2013-0070

  31. Poly, L. N., Ashikuzzaman, & Eyemoon, E. J. (2020). TV Advertisement and Menstrual Hygiene Management. International Journal of Social Science Research, 8(1), 38-52. doi:10.5296/ijssr.v8i1.15387

  32. Power, P. (1995, April). Menstrual complexities. Health Education, 95(2), 17-21. doi:10.1108/09654289510146613

  33. Rahman, S., Islam, H., Rodrick, S. S., & Nusrat, K. (2018, May). The Role of Media in Creating Social Awareness about the Female Hygiene Practices during Menstruation Cycle in Bangladesh. IOSR Journal of Business and Management (IOSR-JBM), 20(5), 04-15. doi:10.9790/487X-2005030415

  34. Saathi. (2024). Bamboo + Banana Fiber Biodegradable Sanitary Pads. Retrieved August 17, 2024, from https://saathipads.com/?srsltid=AfmBOoqWMdeBUwvwYFny8ggzwxh8N5iJfmlFpatmY83Fyz8vVjkE_bHW

  35. Salim, F., & Begum, N. (2016, January). Hygienic practices during menstruation among adolescent school girls. Northern International Medical College Journal, 7(2), 139-142. doi:10.3329/nimcj.v7i2.29657

  36. Santina, T., Wehbe, N., Ziade, F. M., & Nehme, M. (2013). Assessment of Beliefs and Practices Relating to Menstrual Hygiene of Adolescent Girls in Lebanon. International Journal of Health Sciences and Research, 3(12), 75-88.

  37. Square Toiletries Limited. (2023). Give the girl Senora Teen Confidence from the beginning of the period TVC. YouTube. Retrieved from https://www.youtube.com/watch?v=5tPgIR4E8M0

  38. Square Toiletries Limited. (2023). Senora brings Bangladesh's first biodegradable sanitary napkin TVC. YouTube. Retrieved from https://www.youtube.com/watch?v=bHaz2O9hkaA

  39. Statista Market Insights. (2024, June). Feminine Hygiene - Bangladesh. Retrieved August 29, 2024, from https://www.statista.com/outlook/cmo/tissue-hygiene-paper/feminine-hygiene/bangladesh#revenue

  40. The Daily Star. (2021, November 25). Jute-Based Sanitary Pad: Bangladeshi scientist wins global award. Retrieved August 17, 2024, from

  41. https://www.thedailystar.net/health/healthcare/invention/news/jute-based-sanitary-pad-bangladeshi-scientist-wins-global-award-2902356

  42. The Daily Star. (2022, May 31). Freedom pioneering sanitary napkin vending machines and menstrual hygiene awareness in Bangladesh. Retrieved July 07, 2024, from

  43. https://www.thedailystar.net/lifestyle/news/freedom-pioneering-sanitary-napkin-vending-machines-and-menstrual-hygiene-awareness-bangladesh-3036021

  44. Tu, J. -C., Lo, T. -Y., & Lai, Y. -T. (2021). Women’s Cognition and Attitude with Eco-Friendly Menstrual Products by Consumer Lifestyle. International Journal of Environmental Research and Public Health, 18(11). doi:10.3390/ijerph18115534

  45. Uddin, M., Tushar, S. I., & Sakib, S. (2020, August). Producing Sanitary Pads from Knitwear Waste in Bangladesh. Materials Circular Economy, 2(1). doi:10.1007/s42824-020-00008-w

  46. Warrington, S., Coultas, M., Das, M., & Nur, E. (2021). “The door has opened”: moving forward with menstrual health programming in Bangladesh. International Journal of Human Rights in Healthcare, 14(4), 296-310. doi:10.1108/IJHRH-11-2020-0102

  47. Zikmund, W. G., Babin, B. J., & Griffin, M. (2010). Business Research Methods (8 ed.). South-Western Cengage Learning.

bottom of page