FACTORS THAT INFLUENCE PURCHASE INTENTION OF GENERATION Z CONSUMERS IN THAILAND TOWARD SANITARY NAPKINS

Abstract

Sanitary napkins are an essential item for every girl and generation Z customers aged 15 - 20 years old are the biggest group target customers as they are new with the product and still have a room for the brand to enlarge the customers. Every brand wants to get the generation Z customers to be their customers to increase brand reputation and revenue in the long-term. To know more about the behavior of generation Z customers, a qualitative method with in-depth interviews will be able to find the result of 6 research objectives. The result showed that generation z customers value product quality, perceived price, brand presenter, promotion and emotional experience which cause intention to purchase toward sanitary napkins.