Marketing of Taboo-related Products in China: A Study on Tampons and Female Intimate HealthcareTools Ferreira Fernandez, Sara (2018) Marketing of Taboo-related Products in China: A Study on Tampons and Female Intimate Healthcare. [Dissertation (University of Nottingham only)]
AbstractTaboo-related products and services have been existing for years in virtually all nations worldwide. Among all type of products that are contemplated as taboo considering the culture of study, there is one that calls the attention: tampons are extremely rare in China, as much as only 2% of its women population use them. It is surprising that although being one of the biggest economic powers in the international sphere, such a common, convenient and comfortable product is still unknown for most female Chinese consumers. Nonetheless, the marketing of taboo-related products, particularly the ones associated with female intimate healthcare, is still an underexplored area, presenting little research in the international literature. Accordingly, the aim of this dissertation is to determine and asses which factors cause the low purchase intention among female Chinese consumers to buy tampons and to what extent this trend is related to the marketing and advertising of devalued products. Based on data collected from based interviews in China, conducted to a total of 100 women, one specialist from the medical services and a tampon-focused brand, the findings underline that women hold a negative image on tampons due to lack of information and education on intimate health practices, exacerbated by the lack of marketing and advertising on menstruation supplies.
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