An integrated marketing communications campaign for Del & Kate

• Main Author: Fabian, Veronica D.
• Format: text
• Language: English
• Published: Animo Repository 2021
• Subjects: Feminine hygiene products > Philippines > Marketing Sanitary napkins > Philippines > Marketing; Del & Kate (Philippines) > Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/18; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1028&context=etdm_market
• Institution: De La Salle University

The purpose of this study is to determine the factors that influence the intention of Filipino women to purchase feminine care products with enhanced features. Specifically, this study aims to answer the following: What factors affect Filipino women’s intention to purchase their current feminine care product/brand of choice? Do attitude, subjective norm, and perceived behavioral control affect the purchase intention of feminine care products with enhanced features? Which of the factors significantly influence the purchase intention of Filipino women to purchase feminine care products with enhanced features? The intention to purchase feminine care products with enhanced features was measured using a questionnaire adopted from Ajzen’s (1991) The Theory of Planned Behavior framework. The research used a quantitative approach to measure the significance of each variable on the intention to purchase feminine care products with enhanced features that would be an aid in identifying which factor is most influential to the intent of purchase. The results of the study show that generic factors such as quality, price, availability, etc. are influential to Filipino women’s purchase intention, and in the context of the TPB framework, the effect of attitude, subjective norm, and perceived behavioral control on the purchase intention is statistically significant. Moreover, perceived behavioral control is seen to be most influential to Filipino women’s purchase intention. Furthermore, the results of this study can help researchers in further studies about feminine care products, and market players of the feminine care industry on its future strategies and product development. The study contributes to existing literature with the context of feminine care products in the Philippines.