Factors influencing brand awareness of feminine hygiene products among young female adults / Rohani Jangga... [et al.]

Jangga, Rohani and M Ali, Norlina and Shahwir, Siti Farrah and Ali, Alizah and Ab Rani, Nur Hanani (2019) Factors influencing brand awareness of feminine hygiene products among young female adults / Rohani Jangga... [et al.]. Insight Journal: International, Refereed, Open Access, Online Journal, 5 (23). pp. 203-210. ISSN 2600-8564

Abstract

This paper studied the effects of distribution, pricing, advertising and brand activationon brand awareness among young female adults. Data from 100 respondents were analyzed using descriptive, correlation and multiple regression analysis. Empirical results authenticated that brand activation significantly affects brand awareness. Input regarding the effects of distribution, price, advertising and brand activation on brand awareness among respondents would be crucial in helping marketers formulate strategies to enhance their brand, obtain competitive advantage and business sustainability among young consumer markets. Empirical findings offer academic contributions to the existing body of knowledge of consumer behavior. The findings indicated price and advertising as significant towards brand awareness.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Jangga, Rohani
-
M Ali, Norlina
-
Shahwir, Siti Farrah
-
Ali, Alizah
-
Ab Rani, Nur Hanani
-
Contributors:
Contribution
Name
Email / ID Num.
Chief Editor
Zainon, Assoc. Prof Dr. Saunah
UNSPECIFIED
Editor
Raja Ahmad, Assoc. Prof Dr. Raja Adzrin
UNSPECIFIED
Editor
Soo, Assoc. Prof. Dr. Carolyn Kum Yoke
UNSPECIFIED
Editor
Kadri, Assoc. Prof. Dr Mohd Halim
UNSPECIFIED
Editor
Ismail, Dr. Noriah
UNSPECIFIED
Editor
Mohd Ariff Albakri, Associate Professor Dr. Intan Safinas
UNSPECIFIED
Editor
Khairani, Dr. Noor Sufiawati
UNSPECIFIED
Editor
Othman, Dr. Akmal Aini
UNSPECIFIED
Editor
Ismail, Dr. Norashikin
UNSPECIFIED
Editor
Ahmad, Associate Professor Dr. Syahrul Ahmar
UNSPECIFIED
Editor
Misman, Dr. Faridah Najuna
UNSPECIFIED
Editor
Shamsuddin, Associate Professor Dr. Amanuddin
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Divisions: Universiti Teknologi MARA, Johor > Segamat Campus
Journal or Publication Title: Insight Journal: International, Refereed, Open Access, Online Journal
UiTM Journal Collections: UiTM Journal > INSIGHT Journal (IJ)
ISSN: 2600-8564
Volume: 5
Number: 23
Page Range: pp. 203-210
Related URLs:
Keywords: Females; feminine hygiene products; brand awareness; roadshows; UiTM Cawangan Johor
Date: 2019
URI: https://ir.uitm.edu.my/id/eprint/42299
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