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You searched Library Catalogue - Title: 27th edition.
Call Number (WOU) SP CEMBA 2012 20
Author David, Khoo Chong Beng
Title The influential factors of consumers' buying habits on feminine hygiene towards brand loyalty / David Khoo Chong Beng
Abstract The purpose of this study is to examine the relationship between factors of consumers buying habits and brand loyalty among feminine hygiene users from the Malaysian consumers‟ perspective. Brand loyalty has now become a major challenge as consumers are now spoilt for choices. Database searches have not found any study on the linkages between feminine hygiene and factors of loyalty intention being carried out in Malaysia. This is probably due to the sensitiveness of menstruation which is considered a social taboo. Therefore, a thorough study is much sought after in Malaysia since identification of causal factor of repurchase intention would enable marketers to enhance repeat purchase behaviour and differentiate organization‟s product from competitor. Six factors of consumer‟s buying habit namely brand name, product quality, price, promotion, customer satisfaction and store environment were established and their relationship with brand loyalty explored. A total of 150 questionnaires were distributed out of which 119 were usable, yielding a response rate of 79%. Multivariate statistics were used to analyze the data collected. Except for promotion, the results revealed that all the study variables were significantly positively related to brand loyalty. Brand loyalty in feminine hygiene products depended strongly on brand name and satisfaction that is built on trust, quality, reputation and image the brand projected. Quality design and distinctive features are critical to suit different lifestyle needs. On top of this, marketers must ensure brand availability and know which retail store to place their products. This is because consumer continued patronage depends also on store environment, an effective predictor of brand loyalty. The hypothesis on promotion could not be supported because most respondents are believe to be at the affective phase of Oliver‟s four-stage loyalty where promotion is no longer relevant to sway consumer‟s attitude and belief. Consumers‟ opinion now runs deeper than merely cues of information from promotion. Thus, reducing selling price or constant „hammering‟ of promotion strategy would be futile to entice brand loyal intention. Instead, a wiser practical approach is to focus on school children to create brand awareness and initiate product trial at a very young age. In conclusion, this research provides a momentous first step forward for companies to gain a better understanding of the Malaysian female consumer decision making behavior in the purchase of feminine hygiene products.
Notes Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
Publisher/Year Penang : School of Business and Administration, Wawasan Open University, 2012
Physical Description 179p.; 30 cm.
Subject Wawasan Open University -- Dissertations
Subject Contraceptive devices -- Malaysia

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