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Considerations on Sanitary Napkin Product Attributes and Buying
Behavior of Industrial Estate Employees in Cavite

Jolina O. Catamisan, Rose Ann B. Guardado and Archel Salurio

Cavite State University – Trece Martires City Campus, Trece Martires City, Cavite

The study was conducted to determine the considerations on sanitary napkin
product attributes and buying behavior of employees in three industrial estates
in Cavite, First Cavite Industrial Estate, Gateway Business Park and
Cavite Economic Zone. Specifically, it helped determine the characteristics of
the participants, considerations on product attributes of sanitary napkins, buying

behavior and the relationship between considerations on sanitary napkin product
attributes and buying behavior of industrial estate employees in Cavite. The
study was conducted from January 2017 to June 2018. Descriptive statistical
method such as frequency, percentage and mean was used to interpret
characteristics, considerations on sanitary napkin product attributes and
buying behavior. To determine the significance between variables, the t-test
mean was used.Results revealed that majority of the employees in industrial

estates of Cavite are aged 18 to 25, single, high school graduates, earn below
P10,000 and most use Modess. Sanitary napkin product attributes in terms of
sensory, image, liking, and expected performance were considered. Buying
behavior of employees in terms of social, physical and psychological
behavior, were considered. There is significant relationship between

considerations on sanitary napkin product attribute and buying behavior of
industrial estate employees in Cavite.The researchers recommend producers of
sanitary napkin to focus on physical attractiveness, being environmentally friendly
and attributes that makes customer feel nice. They should educate consumers
about the personal values, benefits and quality of a product. Researchers
suggest that similar studies be conducted in a wider population and scope.

CAVITE STATE UNIVERSITY- IN-HOUSE REVIEW
T3 2018