Branding and Promotional Incentives on Purchase Behavior for Sanitary Napkins among Young Adult Female Consumers in Bangladesh

Abstract

This investigation encompasses the influences of branding and promotional incentives on the purchase intention of sanitary napkins among young adult female consumers in Dhaka City. The analysis utilized mixed methodology, combining a comprehensive review of published information with structured quantitative studies, qualitative FGDs, and interviews. A non-probability purposive sampling technique was used to analyze 517 responses. The outcomes were rigorously analyzed using SPSS Version 20 application software. Though many conglomerates in Bangladesh have invested in the female sanitary napkins segment, this has yet to expand. The findings prescribe explicit barriers related to availability and affordability, the suspicious look of shopkeepers, and infrequent awareness-building campaigns by brands that hinder consumer purchase choices. This study proves that unattended reproductive health issues (e.g., menstruation) hamper the achievement of SDGs. Appropriate strategy execution among manufacturers, trade intermediaries, and the national administration minimizes the influence of social taboos, and attractive product offerings will stimulate proper hygiene practices and brand loyalty. This investigation exclusively embraces adolescent female customers in Dhaka. Consequently, forthcoming research will emphasize female workers in different age groups in the Ready-Made Garment (RMG) sector within the Dhaka city peripherals. Such workers are economically underprivileged segments, and barely any such investigation was conducted on their purchase intention regarding female hygiene practices. Thus, future investigators may exploit the random sampling technique to attain a substantial outcome and influence garment workers' purchase behavior.