A study on understanding consumers’ perception for buying Freedom sanitary napkin- a female hygiene product from ACI consumer brands

Abstract

Consumers’ perception plays a vital role for accepting or rejecting a product. It is not the marketer who establishes a product but it is the consumers’ choice which establishes the product in the market. Sanitary Napkin falls under the commodity category. Changes in simple to simplest factors can manipulate the game in the commodity product category. Factors like- brand preference, product quality and attributes, availability, promotional factors, price and level of satisfaction are few of the determinants of consumers’ perception. A survey was taken on a little number of sanitary napkin users on those factors. Questions were asked them on their current sanitary napkin usage to determine their perception. On the light of their responses I tried to find out the consumers’ perception about using their current sanitary napkin. I started the report from the company overview and put light on giving a brief about ACI as a local FMCG Company in Bangladesh. Furthermore, I have added the jobs I have performed during my internship period. During my internship, I had some observation so I also included them into my report along with recommendation. The project part reflects the summary of the project which I worked on. The objective of the project, methodology and limitations are also included in this part. I have analyzed the survey result in my own word and after analyzing I got some findings and stated those findings as suggestions for new competitor of the market- FREEDOM sanitary napkin. For easy understanding of this report, supporting topics and materials are taken in the light of text books and other authentic sources. At the same time various information like company profile, product info, supporting activities and statistics were solely taken from the company’s website and authentic sources. This work will only be successful if the readers get benefit from it and take it for further study.