An analytical study of the factors influencing the purchase decision of a female in buying a sanitary napkin
International Journal of Development Research
An analytical study of the factors influencing the purchase decision of a female in buying a sanitary napkin
Received 10th July, 2021 Received in revised form 14th August, 2021 Accepted 16th September, 2021 Published online 23rd October, 2021
Copyright © 2021, Sheetal Mehta. 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.
This report is based on An analytical study of the factors influencing the purchase decision of a female in buying a Sanitary Napkins in Mumbai. In the last decade, consumer behavior has improved significantly. Consumers have a large range of options in today's competitive environment, where multiple brands market the same goods and many other factors affect their purchasing behavior. In order to accomplish this objective of the study, a sample of one hundred (100) female consumers were sampled. A questionnaire that employs a five point differential scale ranging from ‘least important’ to ‘most important’ was administered to the respondent. The study broadly classifies under four factors: health and hygiene factors, product features, social influence and economic factors. The outcome of the learning is to understand the factors influencing the purchase decision of a female in buying a Sanitary Napkin. This research is helpful to marketers as they can develop different marketing programs which they think the customer would be interested in. It will also improve their business strategies and also support those who serve in other sectors or in some company of the private sector.