A Study of Shopper Marketing Strategies in the Feminine Care Industry from the Perspective of Consumers’ Fundamental Motivations

Case of Always Sanitary Pads

DOI

10.2991/aebmr.k.220603.160How to use a DOI?

Keywords

Fundamental motivation; Shopper marketing; Disease avoidance; Group affiliation; Feminine care

Abstract

This study uses the method of an online questionnaire in quantitative research, and the questionnaire was based on Neels and her colleagues (2016). All the research processes were conducted by Qualtrics (an online questionnaire tool). As a result, the research showed that most consumers choose feminine care products for the fundamental motivations of Disease avoidance and Group affiliation. This research would also advise shopper marketing strategies in the feminine care industry based on these two motivations. This study fills the research gap of the motivation theory in feminine care and enriches the practical experience of the fundamental motivation theory.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Ye Ye
PY  - 2022
DA  - 2022/07/01
TI  - A Study of Shopper Marketing Strategies in the Feminine Care Industry from the Perspective of Consumers’ Fundamental Motivations
BT  - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)
PB  - Atlantis Press
SP  - 971
EP  - 979
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220603.160
DO  - 10.2991/aebmr.k.220603.160
ID  - Ye2022
ER  -