| dc.description.abstract | The core target of this research is to investigate the role of packaging in
consumer’s perception of sanitary napkin’s product quality at the point of purchase in
the specific case of Kotex Vietnam. The results of this research will be used as
preference material for Kotex Vietnam to improve Kotex’s product packaging as a
comeback tactic after being effected by the emergence of fake, low quality Kotex
product in Vietnam market. There are four independent variables: Protection of
products and consumer, Promotion of products, facilitation of storage, use, and
convenience of products, facilitation of recycling and reducing environmental damage
and the dependent variable is consumer's perceptions of product quality at the point of
purchase. 300 respondents who are female and have been using Kotex product. These
respondents are reached by online and offline distribution of questionnaires.
Questionnaire consists of 26 items measured on five point Likert scale. The data are
analyzed using several statistical techniques to test the hypotheses and answer to
research questions.
Descriptive study was used as the nature of research is to describe the sample
characteristics. Sample demographic (Frequencies), Descriptive Statistics, Reliability
test, Pearson Correlation Test and Multiple regression analysis are used to find the
relationship of the independent variables on the dependent variable. And it was found
that only 3 factors “PPC – Protection of product and consumer”, “SUC - Facilitation
of storage, use, and convenience of products” and “RRE - Facilitation of recycling
and reducing environmental" had significant effect on consumer's perception towards
Kotex’s product quality. Moreover, “POP - Promotion of product” is found to be not
related to consumer’s perception towards Kotex’s product quality. | en_US |
