A STUDY OF FACTORS THAT INFLUENCE FEMALE IN PURCHASING SANITARY NAPKIN IN THAILAND

Abstract

In Thailand, the sanitary napkin market reached a value of 6 billion baht in 2019, but there are the a few strong players in the markets. This thematic paper aims to study about the factors that influence female in purchasing sanitary napkin in Thailand. To investigate deep down the reason of female behind the purchasing decision. This thematic paper considers the factors as following; price consciousness, brand trust, user review and promotion. This research collect data by use questionnaires though online google form. The data was assorted and screened to 242 respondents as a completed data which is appropriate to use as an input into the SPSS program for analysis. Descriptive analysis, factor analysis and regression were used in this study. The research results showed that promotion is the only factor factors that influence female in purchasing sanitary napkin.