Sustainable Production and Consumption 19 (2019) 130–140

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Sustainable Production and Consumption

journal homepage: www.elsevier.com/locate/spc

Consumer preference and market segmentation strategy in the fast

moving consumer goods industry: The case of women’s disposable
sanitary pads
∗
Yong Uk Cha, Min Jae Park
Department of Business Administration, Seoul School of Integrated Sciences and Technologies (aSSIST), 46 Ewhayeodae 2-gil,
Seodaemun-gu, Seoul, Republic of Korea

article info a b s t r a c t

Article history: The product management of disposable sanitary pads is important in supporting women’s health and
Received 4 January 2019 a sustainable environment. This study investigates the importance of strategic product management
Received in revised form 1 April 2019 through conjoint analysis. This study focusses on women’s disposable sanitary pads, a representative
Accepted 3 April 2019
product of fast-moving consumer goods. We conducted a survey of 205 Korean women between
Available online 12 April 2019
the ages of 10 and 40 who had purchased disposable sanitary. We found that women’s preferences
Keywords: for products are influenced by product function, selling price, sales-promoting means. And it is also
FMCG influenced by the characteristics of purchasing distribution channels. Based on the results of the
Sustainability conjoint analysis, three clusters were extracted through cluster analysis to reveal strategies for each
Disposable sanitary pads cluster. This study provides a sustainable growth strategy regarding the social and environmental
Conjoint analysis aspects of the product.
Clustering © 2019 Institution of Chemical Engineers. Published by Elsevier B.V. All rights reserved.

1. Introduction
Fast-moving consumer goods (FMCG) refer to commodities
that have a high purchasing frequency and are relatively low in
price; they are characterized by the consumer’s low involvement
(Nijssen, 1999). FMCG are characterized by factors such as mass
production, high turnover rate, and short shelf life. Recently,
the FMCG market has undergone several changes owing to the
emergence of online and mobile distribution channels as well
as the diversification of consumer preferences (Kantar, 2015).
Thus, the importance of marketing, advertising, and promotion
has been gradually emphasized by the academic researchers.
Disposable sanitary pads are a low-involvement product that
has been routinely used as a necessity by women for decades.
This product has many features of FMCG and can be considered
a representative product of the FMCG category. According to a
survey conducted by the Korean Consumer Agency (2015), the
users of ‘‘pad-type sanitary pads’’ accounted for 88.9 percent of
feminine hygiene product users, implying that nine out of ten
women use disposable pad-type sanitary pads.
Sanitary pads are sensitive to price, and most women tend
to purchase in bulk and participate in promotional deals such
∗ Corresponding author.
E-mail addresses: alexyucha@naver.com (Y.U. Cha), mjpark2@assist.ac.kr
(M.J. Park).
as ‘‘buy one get one free’’. Furthermore, women tend to con-
sistently use specific products and brands. Recently, interest in
women’s health regarding manufacturing ingredients and the use
of disposable sanitary pads has increased in the global FMCG
market (Beksinska et al., 2015). Consumer interest in product
safety and ingredients has been growing as a result of media
attention regarding the chemical materials used in disposable
sanitary pads, which have harmful effects on women’s health
(Musaazi et al., 2015; Salim et al., 2018). Laws related to these
issues are being altered, including the obligatory labeling of all
ingredients (Woeller and Hochwalt, 2015). Disposable sanitary
pads that contain natural ingredients are increasingly being re-
leased to the market. In addition, social interest in the safety and
environmental effects of ingredients is increasing daily, which
serves as a big variable in company operations (Bae et al., 2018;
Nicole, 2014).
How can we succeed in planning products and establishing
marketing strategies considering the value of sustainability? Con-
joint analysis, frequently used to establish marketing strategies
(including new product development), concentrates on product-
and price-oriented attributes. This analysis has been used by com-
panies to measure the trade-offs of new products or to predict
the relationship between price and demand (Green et al., 1991;
Ninomiya, 2015). These findings are mostly used for new product
development, pricing, market segmentation, and product posi-
tioning (Wittink and Cattin, 1989; Wu et al., 2014). However, the
traditional conjoint analysis, which focuses on the attributes of

https://doi.org/10.1016/j.spc.2019.04.002
2352-5509/© 2019 Institution of Chemical Engineers. Published by Elsevier B.V. All rights reserved.
 Y.U. Cha and M.J. Park / Sustainable Production and Consumption 19 (2019) 130–140
product and price, has limitations. For example, it cannot reflect
recent diverse changes in the business environment. In recent
years, the strategic product management of sanitary pads has
emphasized for the environmental sustainability and women’s
health. Consumer concerns about health have been gradually
increasing within the disposable sanitary pad market. Thus, this
study proposes the conjoint analysis with 4Ps marketing mix
because it considers the attributes of place and promotion and
because it has expanded on the existing method of analysis
(which is centered on price and product) by utilizing all 4Ps of
the marketing mix (i.e., product, price, place, and promotion).
This study also attempts to develop certain segmented,
market-access strategies using cluster analysis based on the re-
sults of the conjoint analysis. Through this study, we try to
analyze the factors and possibilities of sustainable growth re-
garding the environmental and social aspects of the product. We
also establish what the strategic implications are for sustainable
growth from the results of conjoint and cluster analysis and based
on the 4 Ps.
The structure of this study is as follows. In Section 2, the
existing literature on the marketing mix and conjoint analysis is
reviewed. In Section 3, we describe the newly proposed model
of conjoint analysis with 4Ps marketing mix. In Section 4, the
appropriate segmentation, targeting, and positioning strategy is
suggested through the conjoint analysis and consumer clustering.
In Section 5, the academic and practical implications of this study
as well as the key findings of this study are presented as the
conclusion. In addition, the limitations and future directions of
the study are also discussed.
2. Literature review
2.1. The 4 Ps
To meet diverse consumer needs and achieve the marketing
objectives of a target market, marketing managers use a set of
controllable marketing tools. These tools are referred to as the
‘‘marketing mix’’ and were conceptualized by Borden (1964).
Generally, the most widely-used factors of the marketing mix
are the 4 Ps: product, price, promotion, and place. According to
McCarthy (1960), the marketing mix refers to the elemental or
optimal combined state of marketing tools that a marketing man-
ager selects through a strategic decision-making process. From
this perspective, a company tries to sell products or services that
meet the needs of specific consumers according to an analysis of
the product, place, price, and promotion.
The concept of the marketing mix has been used by various
scholars. Borden (1964) proposed the concept of the marketing
mix, which he described as a mix of factors useful in eliciting
a certain response in the market. The four Ps were later nar-
rowed down by McCarthy, and they are accepted today as the
representative viewpoint of the marketing mix that is used both
theoretically and practically. The marketing mix is a controllable
variable that can be viewed as a collection of the marketing tools
that companies use to establish and implement marketing goals
within target markets (Fornari et al., 2013).
Several studies have been conducted to identify the most
important elements among the 4 Ps. According to Robicheaux
(1976), pricing strategy is the most important, but according
to another study, product-related criteria is the most important
factor followed by distribution, price, and promotion (LaLonde,
1977). Product quality was regarded as the most important factor,
followed by distribution service and price (Perreault and Russ,
1976). Marketing variables can be separated into two sections:
the offering section (such as product, price, brand, packaging,
and service) and the methods and tools section (such as distribu-
tion channel, sales promotion, advertising, publicity, and personal
131
selling (Frey, 1961). Most of the factors in the two sections are
related to the 4 Ps. In sum, the existing studies indicate that
when analyzing the marketing strategy of a product based on
the 4 Ps, it would be reasonable to identify product and price
as the primary components and place and promotion as the
augmenting components that reinforce the primary components
(Constantinides, 2006).
FMCG include products are sold frequently and are relatively
cheaper. Even though the profit yielded from FMCG products is
small, the number of goods sold is high; therefore, the total profit
from their sale can be substantially large (Beck and Kenning,
2015). They include frequently sold consumer products, such as
cosmetics, detergents, shampoo, and toiletries, as well as non-
durable items, such as plastic and paper goods. FMCG also include
packaged foods and beverages.
FMCG have several characteristics. First, their cost is relatively
lower; however, the total amount of monthly individual spending
is considerable (Nijssen, 1999). Examples of such products in-
clude toothpaste, soap, and cosmetics. Each product is not highly
priced; however, these products account for 97% of a customer’s
monthly expense. Second, a customer has the tendency to pur-
chase FMCG very frequently as and when he/she needs these
products, mainly because most of these products are perishable.
Third, a customer does not wish to spend time in decision making
while buying FMCG. Fourth, recommendations from colleagues or
friends as well as advertisements are the main influencers that
encourage a customer to try new FMCG (Kozinets et al., 2010).
Finally, there are various kinds of FMCG, including those that
are necessities as well as those that provide comfort and luxury.
FMCG usually cater to the entire population because they include
a wide range of products (Klein and Schmitz, 2016).
The importance of brand quality has been emphasized in some
previous studies about the FMCG industry (Baumann et al., 2015;
Chattopadhyay and Chandra, 2016). Brand equity refers to brand
names that possess the characteristics of the intangible asset. The
customer’s loyalty for a specific brand usually stems from the
perception that the brand provides outstanding and consistent
quality and meets the customer’s specific needs. The products
should also provide better value for his/her money than the
other competitor brands. Brand equities are considerably stronger
when the customer dislikes trying unfamiliar brands/unbranded
FMCG meant for personal use. Differentiation on a technical or
functional basis is usually difficult for a product, and therefore
there are few or no reasons to switch from a familiar to an
unknown brand. A successful brand yields substantial cash flow,
enabling the brand owner to reinvest a part of this revenue
in aggressive advertisement and promotion to maintain brand
superiority. The brand value is indicated by the customers’ loyalty
to a specific brand or willingness to pay extra, premium price for
his/her preferred brands (Chattopadhyay and Chandra, 2016).
The distribution network of the FMCG industry is also a cru-
cial research topic. The ability to build, develop and maintain
a strong distribution network is a key factor for the success
of FMCG (Landschützer et al., 2015). In terms of availability to
the consumer, broader market penetration is essential because
most of these products are bought frequently and in small units.
Distribution network refers to the consumer’s purchasing points
where the products can be accessed and touched (Oke and Long,
2007). Considerable time and effort are required to establish a
chain of stockists, retailers, and dealers, and create their loyalties.
This easily creates entry barriers against new entrants because of
the slow pace of establishment of this chain and the consumer’s
low demand for new products. Therefore, dealers and retailers
are reluctant to allocate time and resources for new products.
The existing brand owners can utilize their established network
to restrain new entrants. Thus, this is the most crucial factor for
managing distribution that occasionally drives the brand equity
factor.
132 Y.U. Cha and M.J. Park / Sustainable Production and Consumption 19 (2019) 130–140
2.2. Conjoint analysis
Conjoint analysis is an analytical technique that predicts prod-
uct selection by estimating the value that a customer assigns to
the various attributes of a product. After its development in the
field of mathematical psychology and its introduction to mar-
keting, conjoint analysis has been extensively used in the major
fields of marketing, including concept evaluation of new prod-
ucts, competitive structure analysis through positioning, market
segmentation, pricing, advertising, and distribution. Moreover, its
scope has recently been expanded to include concepts such as
marketing strategy establishment (Rao, 2014; Stephan, 2018). The
preferences for individual products are determined using the sum
of the preferences given to the individual product-attribute levels.
Using the choice of product attributes and attribute levels, con-
sumer choice behavior can be predicted (Rintamäki and Kirves,
2017). Product attributes include the independent variables that
influence consumer choice, and they can be used for the descrip-
tion, evaluation, and establishment of product characteristics.
The attribute level refers to a distinguishable step among the
given attributes as the value taken by the attribute (Dominique-
Ferreira, 2017). Conjoint analysis results can be used in consumer
clustering based on the value that was placed on product at-
tributes by individual consumers, which provides implications for
the product targeting and positioning (Wang, 2015). Moreover,
conjoint analysis also has the advantage of predicting the mar-
ket share when a new product with particular specifications is
released (Cunningham et al., 2015).
Despite these advantages, prior conjoint analyses have focused
on the functions and price attributes of the product itself, which
limits the outcome by neglecting some of the other attributes
(Rao, 2014). The quality of the target products in this study,
FMCG, vary only slightly from the competitors’ products. There-
fore, apart from the product attributes, promotional activities
(such as advertising) considerably influence consumer purchase
decisions (Dominique-Ferreira, 2017). The distribution channel is
also considered a key success factor of FMCG (Nierobisch et al.,
2017). Thus, this study aims to use the conjoint analysis method
and include the attributes of place and promotion.
3. Research model
3.1. Conjoint model with 4Ps marketing mix for FMCG
The literature review reveals that product and price are the
key Ps of the marketing mix, while place and promotion are
secondary. In this study, we refer to product and price as the
primary components, while place and promotion are referred to
as the augmenting components, as shown in Fig. 1.
Marketers should treat place and promotion (factors that are
negligibly addressed in existing conjoint analyses) as key factors
in marketing strategies. When utilizing the 4 Ps in an integrated,
conjoint analysis of a distribution channel, a marketer may iden-
tify consumers’ favorite distribution channels based on the results
of product profile card selection. Using these results, it is possible
to launch differentiated products through distribution channels
at optimal prices. With respect to promotion, planning the sales-
promotion program preferred by the consumer using the various
sales-promoting attributes could provide an opportunity to detect
the consumer’s preference of the product. The prediction of the
complex purchasing attitudes and behaviors of consumers can be
challenging when using only the factors of product function and
price. Thus, this study proposes a new, comprehensive, integrated
approach toward the product-preference analysis of consumers
based on the 4 Ps.
3.2. Attribute filtering by Delphi method
In the early 1960s, Norman Dalkey (of the Rand Corporation)
and Olaf Helmer (of the Institute for the Future) developed the
Delphi method in the US for the technological forecasting field
(Dalkey et al., 1969). Today, it is considered an efficient method
for eliciting and gathering expert opinions (Green, 2014). The
Delphi method is used to identify product attributes. The validity
of the Delphi method relies on the sample size of the experts.
The recommended minimum number of experts is between five
and seven, and the optimal precision/cost ratio is 8–10 (Diamond
et al., 2014). We used the Delphi method to efficiently manage
the higher number of attributes, which were caused by the two
additional dimensions (process and promotion).
In conjoint analysis, orthogonal design has been generally
adopted to decrease the number of attributes and their levels
(Prokesch et al., 2015). However, conjoint analysis has the dis-
advantage of dismissing important attributes, which can result
in a loss of critical information. We used the Delphi method
to obtain the opinions of industry experts through two rounds.
We attempted to secure optimal expertise and objectivity in the
Delphi review process and in the results by selecting eight experts
who belonged to a class greater than that of the senior manager,
who had more than ten years of experience in brand marketing
and sales for women’s sanitary pads.
This research conducted Delphi analysis, utilizing the opinions
of industry experts through two rounds. This study involved con-
joint analysis aimed at the attributes associated with the prod-
uct in a particular category; therefore, the researchers included
skilled industry experts for practical affairs currently working in
the division targeting consumers and markets for the relevant
products while performing the Delphi analysis (Diamond et al.,
2014). This study attempted to secure optimal expertise and
objectivity in the Delphi review process and results by selecting
eight experts, belonging to the class greater than that of the
senior manager who had more than 10 years’ experience in brand
marketing and sales for women’s sanitary pads.
In the first round of the Delphi method, the open-ended survey
was conducted. Industry experts were targeted through one-on-
one telephonic or face-to-face interviews. We tried to derive as
many attributes and their levels as possible, and we grouped
them by applying the 4 Ps. The most selected attributes and
attribute levels from experts were extracted and compressed by
each core attribute and level, and a total of 6 attributes and 15
attribute levels were determined. In the second round of the
Delphi method, the standard conjoint questionnaire was created
based on the core attributes and attribute levels compressed in
the first round of analysis. Then, they were reviewed again by
the experts who had participated in the first round of the Delphi
method and were finalized. The steps of the Delphi method are
shown in Fig. 2.
Based on the analysis, three attributes of product dimension
appear to be important: pad size, cover type, and quantity of
pads inside the package. The price per sheet was determined to
be an important attribute in the price dimension. In the pro-
motion dimension, sales promotion (the key promoting factor of
low-involvement products) appears to be the most important at-
tribute. Finally, in the place dimension, channel type was the key
preference attribute level of the sales promotion attribute. The
bundle pack level of the promotion type attribute was simplified
by integrating the five types into one. Moreover, the medium
and small supermarket channels of the distribution channel type
attribute were removed. The final list of selected attributes and
their levels using the Delphi method are shown in Fig. 3.
 Y.U. Cha and M.J. Park / Sustainable Production and Consumption 19 (2019) 130–140 133

Fig. 1. Holistic conjoint model for FMCG with 4Ps mix.

Fig. 2. Analytical procedure of Delphi method.

Fig. 3. Result of attribute filtering by Delphi method.

4. Analysis individual face-to-face interviews. For the respondents’ benefit,

4.1. Sample
We conducted a consumer panel of women 10 to 40 years’
old who had bought or were thinking about buying disposable
sanitary products. In this study, the age composition of the sam-
ple was based on the percentage of sanitary pads consumption
by age in Korea. The surveys were conducted online and through
detailed descriptions of each attribute and attribute level of the
disposable feminine sanitary pads were provided separately. The
survey was implemented from September 20 to November 5,
2017. In total, 210 copies of the questionnaire were distributed:
205 copies were used for the final analysis (5 questionnaires had
inappropriate responses due to missing fields and data dupli-
cation). The demographic characteristics of the respondents are
shown in Table 1.
134 Y.U. Cha and M.J. Park / Sustainable Production and Consumption 19 (2019) 130–140

Table 1
Demographic profile of survey respondents.
Variable Factor Samples Ratio Variable Factor Sample Ratio
Teen age 31 15% Under middle school 8 4%
Educational
Age Twenties 61 30% High school 55 27%
career
Thirties 62 30% Under graduate 117 57%
Forties 51 25% Graduate 25 12%
Under $1000 16 8%
Employee 79 39% $1000∼$2000 19 10%
Household
Housewife 35 17% $2000∼$3000 35 18%
income
Job Free profession 19 9% $3000∼$4000 34 18%
(US dollar &
Self-employed 9 4% $4000∼$5000 36 19%
monthly)
Student 50 25% $5000∼$6000 29 15%
Inoccupation 6 3% $6000∼$7000 14 7%
etc. 7 3% Over $7000 22 13%
Under $3 6 3% Yuhan Kimberly (Good 64 31%
feeling)
Purchasing
$3∼$5 13 6%
expense
$6∼$10 60 29% Yuhan Kimberly (White) 35 17%
(monthly)
$11∼$20 87 42%
$21∼$30 28 14% Brand most P&G (Whisper) 35 17%
Over $31 11 5% preferred
LG Unicharm 17 8%
Under 5 pcs 1 0% (Bodyfit / Hankyul)
Number pad
6∼10 pcs 26 13% Kleannara (Lilian) 18 9%
11∼20 pcs 84 41%
used
21∼30 pcs 63 31% Welcron (Yejimiin) 14 7%
(monthly)
31∼40 pcs 23 11%
Over 41 pcs 8 4% etc. 22 11%

4.2. Results of conjoint analysis
Conjoint analysis is a decomposition technique that elicits
part-worth estimates related to the selected aspects of a choice
alternative on the basis of the almost preference statements of the
group of respondents. Conjoint analysis can be divided into full-
profile traditional conjoint, Choice based conjoint analysis (CBC)
and Adaptive CBC techniques. Although CBC and Adaptive CBC
are conceptually very good and useful, they are reported to have
mixed results in the perspective of validly and reliability. Green
et al. (1991) argue that CBC and Adaptive CBC utilize a wide
range of comparisons, which puts a heavy burden on respondents.
They also point out that the measurement scales used in the
first two and third stages are so different that it is impossible to
compare them. Green and Srinivasan (1990) proposed an efficient
conjoint technique based on the number of attributes of analysis.
When the number of attributes is 6 or less, it is proposed to use
traditional full-profile conjoint analysis, tradeoff table when the
number of attributes is 7–8, CBC and Adaptive CBC when 9 or
more attributes are used. We used the ‘‘full profile’’ approach
because of the number of attributes and it allows respondents
to rank the alternatives by creating the profiles using all the
attributes considered (Agarwal, 2015).
Conjoint analysis requires consumers to know which prefer-
ence trends they have for each attribute that constitutes a product
or service. Part-worth function model is a conjoint model in
which no constraints are imposed on partial values, which means
that partial values can take on a flexible functional form. How-
ever, the partial value function model has a disadvantage in that it
requires a relatively large number of parameters to be estimated
compared to the number of profiles. Constraining a partial value
can reduce the number of coefficients to be estimated.
The conjoint model, in which the partial value increases or
decreases linearly with the value of the attribute, is called a
vector model. In addition to the vector model, there are ideal-
point models in the form of constraints that can be imposed on
partial values. The ideal point model is represented by a quadratic
function. In other words, the abnormal point model is character-
ized in that the rate of increase of the partial value continuously
increases or decreases as the value taken by the attribute changes.
Comparing the flexibility of these three models and the number
of coefficients, a partial value model is appropriate when the
attribute is qualitative. On the other hand, if the attribute is
quantitative, the attribute levels are less than 3 depending on the
number of levels of the attribute, and if the interpolation is not
necessary, the partial value function model is appropriate. If the
attribute levels are more than 4, it is preferable to use a vector
model. Therefore, this study used a part-worth function model.
The conjoint analysis was performed on the summarized at-
tributes and attribute levels using the first and second Del-
phi method, wherein the preference rankings were measured
using the full profile method. In this study, we extracted six
attribute levels from product and three attribute levels each
from price, place, and promotion. Thus, a total of 216 profiles
(3 × 3 × 3 × 2 × 2 × 2 = 216) were created. It was challenging
for the respondents to determine their exact preference ranking
because of the lengthy profile list. Therefore, we extracted as
few profiles as possible by using the fractional factorial design
that presents a minimum profile suitable for measuring only the
main effect (Rao, 2014). Sixteen profile files were selected using
the orthogonal design (Green and Srinivasan, 1990), and then the
preference survey was conducted. Table 2 shows the 16 profile
files that were finally selected and used in the survey.
As a result of the analysis, as shown in Table 3, the preferential
order of the attributes that consumers believed important for
making a selection of disposable sanitary pads was the distri-
bution channel (23.7 percent), pad size (20.3 percent), purchase
price (17.8 percent), sales promotion at the time of purchasing
(17.6 percent), pad cover type (13.2 percent), and quantity of
the pads inside the pack (7.4 percent). Moreover, based on the
4 Ps, the importance of distribution channels and promotion
factors, which were not considered in former conjoint analyses,
appeared higher at 41.3 percent. As mentioned above, this could
be indicative of the higher importance of place and promotion
factors for FMCG products.
Examining the partial values of the attribute levels for each
attribute in the case of the pad size, among the three attributes
selected in the aspect of the product, the part-worth of the
 Y.U. Cha and M.J. Park / Sustainable Production and Consumption 19 (2019) 130–140 135

Table 2
Profile card of conjoint analysis.
Ranking Pad Pad Pack inside Price Distribution Sales
(1st∼16th) size cover quantity (per piece) channel promotion
Medium Normal Medium (15∼20 Low Online Price discount
pcs) (Under $0.14)
Medium Normal Medium (15∼20 High CVS & drug Price discount
pcs) (Over $0.2) store
Medium Pure cotton Medium (15∼20 Low Discount store Bundle pack
pcs) (Under $0.14)
Large Pure cotton Large High Discount store Price discount
(Over 20 pcs) (Over $0.2)
Medium Normal Large Middle Discount store Price discount
(Over 20 pcs) ($0.15∼$0.19)
Large Pure cotton Medium (15∼20 Middle Online Price discount
pcs) ($0.15∼$0.19)
Large Pure cotton Medium (15∼20 High CVS & drug Price discount
pcs) (Over $0.2) store
Medium Normal Large Low Discount store Price discount
(Over 20 pcs) (Under $0.14)
Large Pure cotton Large Low Discount store Price discount
(Over 20 pcs) (Under $0.14)
Medium Pure cotton Large Middle CVS & drug Bundle pack
(Over 20 pcs) ($0.15∼$0.19) store
Medium Pure cotton Large High Online Free giveaway
(Over 20 pcs) (Over $0.2)
Large Normal Medium (15∼20 Middle Discount store Free giveaway
pcs) ($0.15∼$0.19)
Large Normal Medium (15∼20 Middle Discount store Bundle pack
pcs) ($0.15∼$0.19)
Medium Pure cotton Medium (15∼20 High Discount store Free giveaway
pcs) (Over $0.2)
Large Normal Large Low CVS & drug Free giveaway
(Over 20 pcs) (Under $0.14) store
Large Normal Large Low Online Bundle pack
(Over 20 pcs) (Under $0.14)

medium size was greater than that of the large size. In addition,
with respect to the pad cover, the part-worth of pure cotton
was higher than normal (chemical material) despite the higher
price. In the product attribute of the 4 Ps, the part-worth value
appeared higher in the pure cotton cover value (0.513) than the
normal cover value (−0.513) on chemical components. This is
a result of brands representing the consumers’ high interest in
health and natural ingredients. In the combination value (6.772),
which shows the overall importance of the part-worth value and
relative importance considered together, the pure cotton cover –
which is an expensive natural ingredient – was ranked fifth out
of 15 attribute levels. These results emphasize the importance of
environmental sustainability and women’s health and indicate a
possibility for sustainable growth.
The value of medium-sized packs (which have 15–19 pads)
was higher than that of the large-sized pack (which have more
than 20 pads). The basic package composition shows that con-
sumers prefer products with a lower price and smaller quantity.
In terms of price, the selling price per piece showed higher
partial values in the order of middle price, low price, and high
price, suggesting that consumers are more likely to accept the
moderate price rather than unconditionally preferring the lower-
priced products. In addition, the basic package composition can
be considered an attribute in examining the possibility of sus-
tainable growth in terms of the environmental and social aspects
of the product. As established in this study, consumer preference
for smaller packs could be used in corporate strategies. Most
packaging materials of disposable sanitary pads currently on the
market are made of vinyl materials that decompose poorly and
that may adversely affect the environment. This packaging could
convey that a company contributes to environmental preserva-
tion. By enhancing the satisfaction of consumers who prefer less
vinyl packs and extending the marketing strategy to emphasize
the eco-friendly image that publicly stresses the rejection of
disposable items, the opportunity for sustainable growth could
be secured.
With respect to the place dimension, among the sales channel
attributes, the value of the discount store was the highest fol-
lowed by that of the online shopping malls, convenience stores
(CVS), and drug stores (small-sized stores). This indicates that
the preference for large discount stores centered on price-appeals
was very high; however, the preference for CVS and drug stores
that have excellent store accessibility indicate a preference for
shopping convenience. Thus, no clear ranking was established
for the main buying channel, which highlights that this aspect
requires diverse customer-attraction strategies. In the event of
promotions, the highest value was bundle packs (a promotion
used mainly at discount stores in which several pieces are bun-
dled together in a unit and sold at a lower price) followed by
price discounts that involve reduced or marked-down prices and
a ‘‘for free’’ giveaway (a promotion that offers additional products
free-of-charge at the time of product purchase; Rao, 2014).
The bundle pack is the promotional method with the highest
value; it is mainly used in discount stores. Therefore, the cor-
relation with the discount store that had the highest value in
terms of place was also high. In addition, Pearson’s R value was
0.978 (p < 0.001), indicating a good model fit. Kendall’s Tau value
was 0.917 (p < 0.001), suggesting that the 16 profiles extracted
using the orthogonal design had high validity (Rao, 2014). In
addition, the level-specific part-worth of each attribute level had
a different utility value depending on the importance of each at-
tribute. Therefore, when purchasing disposable sanitary pads, the
optimal combination was determined based on the importance of
the selected attribute and the part-worth of the attribute level.
The medium-sized pads of pure cotton were put in medium-
sized packs; then, the promotion combination was drawn in the
form of a bundle-pack type at the middle price in the discount
store, resulting in a total value of 65.15, making it the optimal
combination. The utility value of the discount stores (27.966)
136 Y.U. Cha and M.J. Park / Sustainable Production and Consumption 19 (2019) 130–140
was the highest among all distribution channels, accounting for
43 percent of the total utility value—the most influential factor.
Table 3 shows the results of the conjoint analysis, including the
part-worth, relative importance, and optimal combination of each
attribute.
4.3. Cluster analysis
One characteristics of conjoint analysis is the ability to subdi-
vide attributes based on the utility value selected by the respon-
dent. This advantage can use the posterior segmentation method
to divide the market using cluster analysis, potentially compen-
sating for the disadvantages of prior segmentation (Shtudiner
et al., 2017). First, hierarchical cluster analysis was performed
based on the attribute utility value of individual respondents,
which was classified into three groups by checking the Den-
drogram. A K-means cluster analysis (a non-hierarchical cluster
analysis method) was performed to derive three clusters with
statistical significance. We estimate the part-worth utilities first
and then use all part-worth utilities to determine the clusters.
To examine the specific characteristics of the three segmented
markets, conjoint analysis was conducted for each cluster to an-
alyze the importance of the attributes and the added value of the
attribute levels. The result of the cluster analysis is represented
in Table 4.
The results of the cluster analysis are as follows. In cluster 1,
the distribution channel (26.8 percent) was the most important
attribute followed by price (21.1 percent), sales promotion (19.7
percent), pad size (15.4 percent), pad cover type (9.4 percent), and
quantity of pads inside the pack (7.6 percent). In cluster 2, the
importance appeared in the order of distribution channel (23.7
percent), pad size (21.5 percent), pad cover type (17.5 percent),
sales promotion (15.7 percent), purchase price (14.8 percent), and
quantity of pads inside the pack (6.9 percent). In cluster 3, the
pad size was the most important factor (24.8 percent) followed
by distribution channel (19.7 percent), pad cover (11.7 percent),
purchase price (18.2 percent), sales promotion (17.9 percent), and
quantity of pads inside the pack (6.4 percent). The highest impor-
tance was given to the distribution channel in cluster 1, the price
per piece in cluster 2, and the pad size in cluster 3, indicating
a significant difference among the clusters. Looking at the part-
worth of an attribute, in clusters 1 and 2, the medium size was
preferred. In terms of the cover type, pure cotton was preferred
by clusters 2 and 3. For the price per piece, clusters 2 and 3
preferred the medium prices, and in cluster 1, the preference
for low prices was high. For sales promotion, clusters 1 and 3
preferred the bundle packs, and in cluster 2, the price discount
was preferred.
With respect to the establishment of a marketing strategy,
cluster 1 appears to be a user class that is sensitive to the price
rather than the product quality. Cluster 1 showed a preference
for a normal pad cover that was cheaper than the relatively
expensive pure cotton cover; moreover, they preferred a bulk
pack for a lower price. In addition, they showed a preference
for shopping at discount stores or online channels that focus on
mass sales and price discounts, preferring a bundle pack that
sells several packs in a multipack at a lower price. Regarding this
cluster, it would be appropriate to have a low, price-appealing
promotional strategy with bundle packs of medium-sized pads
with normal pad covers at discount stores and online channels.
Cluster 2 was labeled an intentional purchasing class that dis-
liked bulk purchases and impulsive purchases, preferring reason-
able consumption. They preferred the pure cotton cover product
that was priced higher; however, they also preferred discount
stores, focusing on the price-appeal as indicated by their big
emphasis on the price discount and reasonable middle price.
They disliked buying bundles and avoided online channels that
commonly involved buying large quantities at once. They pre-
ferred medium-sized packages rather than large ones because
they often bought products when needed rather than purchasing
in bulk. In the case of discount stores, it is necessary to consider
strategies to sell small packages of products at discounted prices
in addition to the bulk sales of multiple bundles (the current main
strategy). For this cluster, it would be necessary to concentrate
on a convenience store channel centered on the sale of smaller
quantities because the display space is small.
In terms of the environmental aspect of sustainable growth,
cluster 2 is more meaningful than the other two clusters. This
cluster has a very high preference for natural ingredients; the
combination value (24.0) of the pure cotton cover appeared as the
third-highest among 15 attribute levels. For this cluster, who only
shop intentionally and prefer to buy only as much as necessary,
it is necessary to develop a product strategy based on the 4 Ps
and centered on products that contain eco-friendly, small-sized
packages and that suppress the overuse of disposable products.
It is also necessary to use natural ingredients that are good for
the skin. To maximize sustainable growth, various marketing
strategies should be developed that are health-oriented and that
protect the environment. This will increase economic profits as a
result.
Cluster 3 is a class that places a high importance on cost effec-
tiveness, translating into satisfaction with price rather than with
quality. Like those in cluster 2, cluster 3 respondents preferred
to purchase high-quality and high-priced products at reasonable
prices and, if possible, purchase bulk items through online chan-
nels or discount stores. Younger consumers require large-sized
pads because they have heavier flows during menstruation; the
strategy for them involves selling large and medium-sized pads
with pure cotton covers in a bundle pack at a reasonable price
and concentrating the marketing strategies on online channels
and discount stores. Based on the 4 Ps, cluster 1 placed a 53.5
percent importance on product and price as the primary compo-
nents and a 46.5 percent importance on place and promotion as
the augmenting components, indicating almost equal importance.
These percentages were 60.6 percent and 39.4 percent respec-
tively in cluster 2, and 63.4 percent and 37.6 percent respectively
in cluster 3. The primary components were most important to
cluster 1, 2, and then 3. All clusters gave more than a 35 percent
importance to the augmenting components, suggesting that the
augmenting components are important for establishing the mar-
keting strategy of FMCG or future decision making. The result of
the demographic characteristics of each cluster is represented in
Table 5.
From a demographic viewpoint, cluster 1 is evenly distributed
in the 10–40 age range. The proportion of office workers is 36
percent—the highest in the cluster. The average monthly spend-
ing on sanitary items was between $11 and $20 (middle range)
and had a 49 percent share. They mostly comprised college gradu-
ates with a higher preference for the products of Yuhan Kimberly,
a relatively higher-priced brand than other clusters. In cluster
2, the proportion of teenagers was lowest, and those aged 20–
30 accounted for 69 percent; the proportion of office workers
was 44 percent—the highest in all clusters. Individuals with an
education level higher than that of a college graduate accounted
for 75 percent, indicating the highest level of education among
the clusters. The preference for the products of Yuhan Kimberly
was higher in this cluster than in others, and the average monthly
spending on sanitary pads was also high.
Cluster 3 had the largest proportion of teenagers, the most
even aged population, and the highest proportion of students
(36 percent). Their average monthly household income was more
than $5000, accounting for 80 percent of the total income. This
 Y.U. Cha and M.J. Park / Sustainable Production and Consumption 19 (2019) 130–140 137

Table 3
Results of conjoint analysis.
4Ps mix Attribute Attribute level Part worth Relative Value Degree of model
estimate importance combination fit
(Standard (%)
deviation)
Large size −0.540 20.3 −10.962
Pad size (0.18)
Medium size 0.540 10.962
(0.18)

Product Pure cotton 0.513 13.2 6.772

Pad cover (0.24) Pearson’s R =
Normal (Chemical material) −0.513 −6.772 0.987 (p<.001)
(0.24)
Large (Over 20 pcs) −0.052 7.4 −0.385
Pack inside (0.39)
quantity Medium(15∼19 pcs) 0.052 0.385
(0.39)
Kendall’s tau =
High price (Over $0.2) −0.788 −14.026 0.917 (p<.001)
17.8
(0.41)
Price Middle price ($0.15∼$0.19) 0.597 10.627
Price (per piece) (0.31)
Low price (Under $0.14) 0.191 3.400
(0.15)
Discount store 1.180 27.966
23.7
(0.41)
Distribution Online 0.090 2.133
Place
channel (0.05)
CVS & drug store −1.270 −30.099
(0.69)
Price discount 0.128 2.253
17.6
(0.14)
Sales
Free giveaway −0.606 −10.666
Promotion promotion
(0.33)
Bundle pack 0.477 8.395
(0.29)
Best combination & value Best combination : pad size (medium) + cover type (pure
cotton) + pack inside quantity (medium) + price(middle
price) + distribution channel (discount store) + sales
promotion (bundle pack)= total value : 65.15

income level was relatively lower than that of the other clusters.
However, the quantity of pads used per month was more than
21 pieces, accounting for 53 percent of the total quantity (the
highest of all clusters). In terms of the preferred brands, this
cluster showed the lowest preference for Yuhan Kimberly and
the highest preference for LG Uni-Charm and Kleannara, both of
whom frequently conduct promotional events.
5. Conclusion
5.1. Academic implications
This study aims to determine whether the four elements in the
marketing 4Ps mix are meaningful in the actual conjoint analysis
for disposable sanitary pads. Further, it also aimed to determine
which elements are important and to what degree by applying
conjoint analysis that has thus far mainly been used for new
product planning, market segmentation, etc. through the market-
ing 4Ps mix, a significant framework. The optimal attributes and
levels were identified using two rounds of the Delphi analysis.
The preference rankings were measured by using the Full profile
method; 16 profile cards were extracted through the Fractional
factorial design; and the conjoint analysis was performed based
on the 4Ps mix. In this process, it confirmed that the high value
added of disposable sanitary pads and the possibility of growth
in the high-priced product market; knew the high degree of
acceptance for mid-size products and mid-range prices with the
highest market share in the actual market, preference for the
discount store that sells in bulk, and preference of bundling pack
promotion which bundles products and sells them at bargain
prices; and proposed the most optimal combination of 4Ps mix
by using the importance of attribute and part-worth of attribute
level.
In addition, according to the conjoint analysis dealing with
more various attributes, the quality of the analysis results is
improved; however, as the extraction of more accurate attributes
and attribute levels becomes more important, the research value
increases by applying the Delphi method required to minimize
the loss of key factors and increase the research accuracy.
Through the conjoint analysis, based on the marketing 4Ps mix
that are divided into the primary and augmenting components,
the author found that consumer preferences are influenced by
various factors, such as product function, selling price, promo-
tional method, and characteristics of the distribution channel. In
order to establish that it may be affected by various causes, in
this study adopting Marketing 4Ps mix as an analytical frame, it
was suggested that the approach should be necessary from the
integrated point of view considering the remaining 2Ps (Place and
Promotion) together, deviating from the existing 2Ps (Price and
Product)-centered studies.
Moreover, similar to that reported by earlier trials, this study
also found that Product and Price are the most important factors
among the 4Ps mix factors. In addition, this study emphasizes that
when planning a product or marketing strategy, consideration
should be given to the Place and Promotion factors as well as the
aspects of Product and Price by determining the potentially pre-
ferred distribution channels; it also deduced that sales promotion
at the time of purchase is a very important factor. In particular,
138 Y.U. Cha and M.J. Park / Sustainable Production and Consumption 19 (2019) 130–140

Table 4
Results of clustering analysis.
4Ps mix Attribute Attribute Cluster 1 Cluster 2 Cluster 3
level price sensitive intentional & value for
shopper savvy shopper money
shopper
Part- Impor- Value Part- Impor- Value Part- Impor- value
worth tance combina- worth tance combina- worth tance combina-
estimate (%) tion estimate (%) tion estimate (%) tion
Large −1.188 15.4 −18.3 −1.824 21.5 −39.1 2.166 24.8 53.7
Pad size Medium 1.188 18.3 1.824 39.1 −2.166 −53.7
Pure cotton −0.297 9.4 −2.8 1.377 17.5 24.0 0.257 11.7 3.0
Product Cover type Normal 0.297 2.8 −1.377 −24.0 −0.257 −3.0
Pack inside Large 0.072 7.6 0.5 −0.356 6.9 −2.5 0.241 7.7 1.9
quantity Medium −0.072 −0.5 0.356 2.5 −0.241 −1.9
High −1.734 −36.6 −0.113 −1.7 −0.594 −10.8
Price (per 21.1 14.8 18.2
Price Middle 0.030 0.6 0.762 11.2 1.065 19.3
piece) Low 1.704 36.0 −0.649 −9.6 −0.471 −8.6
Discount 1.367 36.7 1.319 31.3 0.739 14.6
26.8 23.7 19.7
store
Distribution
Place Online 1.074 28.8 −1.136 −26.9 0.662 13.1
channel
CVS & drug −2.441 −65.5 −0.183 −4.3 −1.402 −27.7
store
Price 0.232 4.6 0.568 8.9 −0.648 −11.6
19.7 15.7 17.9
discount
Sales
Promotion Free −1.572 −31.0 −0.275 −4.3 0.120 2.1
promotion
giveaway
Bundle pack 1.341 26.4 −0.293 −4.6 0.529 9.5
Degree of model’s fit Pearson’s R = 0.976 Pearson’s R = 0.994 Pearson’s R = 0.983
Kendall’s tau = 0.867 Kendall’s tau = 0.900 Kendall’s tau = 0.883
p<.001 p<.001 p<.001
Best combination & value Pad size(medium) + cover Pad size(medium) + cover Pad size(large) + cover type(pure
type(normal) + pack inside type(pure cotton) + pack inside cotton) + pack inside quantity
quantity (large) + price(low) + quantity (medium) + (large) + price(middle) +
distribution channel (discount price(middle) + distribution distribution channel (discount
store) + sales promotion (bundle channel (discount store) + sales store) + sales promotion (bundle
pack) promotion (price discount) pack)
total value : 120.7 total value : 117.1 total value : 101.9

as suggested by previous studies, the importance of distribution
channels for FMCG is very high (Landschützer et al., 2015; Oke
and Long, 2007), that it also appeared as the most important
preference factor in the conjoint analysis of this study would be
very meaningful to both manufacturers and distributors from a
practical point of view, so they should get insight from it.
In finding the opportunities and possibilities of sustainable
growth in the environ-mental and social aspects and drawing the
strategies to maximize them, through the conjoint and cluster
analysis based on marketing 4Ps mix which has been utilized as
a major marketing theory and strategy frame for a long time, the
added value of this study is to exist. First, the author suggested for
the implication and desirable strategy directions in the economic,
environmental, and social aspects depending on the pad cover
materials and the size of pack inside quantity for the product
factor of 4Ps mix.
5.2. Practical implications
Consumer demand for FMCG products is becoming diversified
in the intense competition among brands. This study aims to
determine whether the 4 Ps in the marketing mix are meaningful
in the conjoint analysis reflecting market situations. Further, we
aim to determine which elements are important and to what de-
gree by applying conjoint analysis that has mainly been used for
aspects such as new product planning and market segmentation
through the marketing mix.
Through the conjoint analysis with 4Ps marketing mix (which
are divided into the primary and augmenting components), we
found that the attribute combination of product function, selling
price, sales-promoting means, and the characteristics of purchas-
ing distribution channel can be a major factor in the customer’s
preferred choice. Moreover, similar to what was reported in ear-
lier trials, we found that product and price are the most important
factors among the 4 Ps (Constantinides, 2006; Perreault and Russ,
1976). In addition, this study emphasizes that when planning a
product or marketing strategy, consideration should be given to
the place and promotion factors as well as the aspects of the
product and the price by determining the potentially preferred
distribution channels. We also deduced that sales promotion at
the time of purchase is a very important factor. In particular, and
as suggested by previous studies, the importance of distribution
channels for FMCG is very critical (Landschützer et al., 2015).
The fact that distribution channels also appeared as the most
important preference factor in the conjoint analysis of this study
is meaningful to both manufacturers and distributors from a
managerial point of view. Conjoint analysis has been frequently
used in new product planning and market segmentation. How-
ever, on the manufacturer’s side, consideration should be given
to the distribution channels of products and the factors that drive
consumer purchasing instead of focusing only on the product
and price factors when launching a new product or renewing
an existing product. In terms of retail channels, the distribution
channels and sales promotions are important factors.
Through cluster analysis, we determined the focus areas and
the positioning strategy for goal achievement. As a result of
the cluster analysis using posterior segmentation methods, three
clusters were formed. Cluster 1 was a user class that was more
sensitive to the price than to the quality. Therefore, the promo-
tional strategy of price-appealing is proposed. Cluster 2 was found
 Y.U. Cha and M.J. Park / Sustainable Production and Consumption 19 (2019) 130–140 139

Table 5
Demographic characteristics of each cluster.
Attribute Attribute levels Cluster1 Cluster2 Cluster3 Total
Teen age 13 19% 4 5% 14 25% 31 15%
Age Twenties 20 29% 26 32% 15 27% 61 30%
Thirties 19 28% 30 37% 13 24% 62 30%
Forties 17 25% 21 26% 13 24% 51 25%
Employee 25 36% 36 44% 15 27% 76 37%
Official 0 0% 2 2% 1 2% 3 1%
Housewife 14 20% 11 14% 10 18% 35 17%
Job Free profession 8 12% 9 11% 2 4% 19 9%
Self-employed 4 6% 3 4% 2 4% 9 4%
Student 16 23% 14 17% 20 36% 50 24%
Inoccupation 0 0% 3 4% 3 5% 6 3%
etc. 2 3% 3 4% 2 4% 7 3%
Under middle school 2 3% 2 2% 4 7% 8 4%
Educational
High school 20 29% 18 22% 17 31% 55 27%
career
Under graduate 45 65% 48 59% 24 44% 117 57%
Graduate 2 3% 13 16% 10 18% 25 12%
Under $1000 5 7% 4 5% 7 13% 16 8%
$1000∼$2000 7 10% 10 12% 2 4% 19 9%
$2000∼$3000 8 12% 19 23% 8 15% 35 17%
$3000∼$4000 14 20% 8 10% 12 22% 34 17%
Income (US
$4000∼$5000 11 16% 10 12% 15 27% 36 18%
dollar &
$5000∼$6000 8 12% 14 17% 7 13% 29 14%
monthly)
$6000∼$7000 8 12% 6 7% 0 0% 14 7%
$7000∼$8000 3 4% 5 6% 1 2% 9 4%
$8000∼$9000 1 1% 1 1% 1 2% 3 1%
$9000∼$10000 0 0% 1 1% 0 0% 1 0%
Over $10001 4 6% 3 4% 2 4% 9 4%
Under $3 2 3% 2 2% 2 4% 6 3%
Purchasing $3∼$5 8 12% 4 5% 1 2% 13 6%
expense $6∼$10 20 29% 21 26% 19 35% 60 29%
(monthly) $11∼$20 34 49% 30 37% 23 42% 87 42%
$21∼$30 5 7% 17 21% 6 11% 28 14%
Over $31 0 0% 7 9% 4 7% 11 5%
Yuhan Kimberly (Good 21 30% 32 40% 11 20% 64 31%
feeling)
Brand Yuhan Kimberly (White) 12 17% 14 17% 9 16% 35 17%
preferred P&G 9 13% 6 7% 2 4% 17 8%
LG Unicharm 12 17% 9 11% 14 25% 35 17%
Kleannara 5 7% 6 7% 7 13% 18 9%
Yejimiin 3 4% 6 7% 5 9% 14 7%
etc. 7 10% 8 10% 7 13% 22 11%
Under 5 pcs 1 1% 0 0% 0 0% 1 0%
Number pad 6∼10 pcs 7 10% 16 20% 3 5% 26 13%
used 11∼20 pcs 28 41% 33 41% 23 42% 84 41%
(monthly) 21∼30 pcs 23 33% 21 26% 19 35% 63 31%
31∼40 pcs 9 13% 7 9% 7 13% 23 11%
Over 40 pcs 1 1% 4 5% 3 5% 8 4%

to be an intentional buying class who disliked bulk purchases and
impulsive purchases and preferred rational consumption. So, the
promotion strategy of small packages with price discounts and
strategies to make them purchase frequently is proposed. Finally,
cluster 3 considered cost effectiveness to be important, indicating
that they would achieve satisfaction with quality rather than with
lower price. Therefore, a bundling sales strategy to induce bulk
purchases through online and offline stores is proposed. Product
and price are most important to cluster 1, followed by cluster
2 and then 3. Moreover, place and promotion, the augmenting
components, were given more than 35 percent importance in all
clusters, suggesting that it is an important factor that requires
consideration when establishing marketing strategies. Finally, we
attempted to identify the combination that could yield the high-
est market share by estimating the market share of the 4 Ps and
the 16 profile cards by simulating the market share prediction;
this is another advantage and characteristic of conjoint analysis.
Especially in the pad cover material attribute, the value of
the expensive pure-cotton cover appeared higher than that of
the normal cover with chemical components. This result shows
that consumer preference for healthy and natural ingredients is
increasing (Musaazi et al., 2015). This study emphasizes strategy
development of the company to make social contribution and
corporate social responsibility when producing the product and
marketing process. The decrease in chemical ingredients and the
increase in natural ingredients when manufacturing disposable
sanitary pads contributes to the decrease in environmental pollu-
tion (Mendoza et al., 2018). We also found that the preference for
the medium-quantity pack enables the suppression of disposable
items and the reduction of waste. We suggest that manufacturing
companies make use of these contributory social and environ-
mental factors as potential marketing strategies. In the cluster
analysis, we emphasized the importance of cluster 2, a target
purchasing class. This study also proposes various marketing
strategies to pursue a health objective, to protect the environ-
ment, and to increase economic profits in order to maximize
sustainable growth. This would also develop a product strategy
that focuses on eco-friendly, small-size packages and products
that contain natural ingredients that are less irritating to women’s
skin. Finally, because of the integrated conjoint and cluster analy-
ses based on the 4 Ps, the value of this study lies in the strategy to
achieve sustainable growth through the environmental and social
aspects of the product.
140 Y.U. Cha and M.J. Park / Sustainable Production and Consumption 19 (2019) 130–140
6. Limitations and further research
In this study, the survey involved 205 Korean women 10–
40 years old. Moreover, the commodity used as the object of the
study (women’s sanitary pads) is one of the major products sold
in most countries worldwide. And, using the proposed framework
of this study, further research that involves the application of
attributes and attribute levels to the market characteristics of
each country can be conducted to obtain more accurate consumer
preference factors, which will facilitate the development of more
realistic and systematic marketing strategies.
Furthermore, it would be meaningful to conduct comparative
studies between countries with international generalization for
similar FMCG. And, it is necessary to compare and analyze the
difference of product preference influence factors according to
product use experience through comparison among students in
early teens who started using sanitary pads and other age groups.
Also, the failure to address the interaction effect is a limitation of
the study. The preferred combination of products for each distri-
bution channel may vary, but this study does not address such
interaction effects. Thus, the need for further study considering
the interaction effect between each attribute is emphasized.
Before extracting the profile card for the attributes and levels
to be presented to the survey respondents through the orthogonal
design, we first used the Delphi technique to identify the at-
tributes marked important by industry experts, thus minimizing
the risk of eliminating important attributes that warranted inclu-
sion. However, further work is needed to improve the accuracy
of the analysis and minimize the loss of key attributes.
From the perspective of the sustainable growth of disposable
sanitary pads, it is crucial to study sustainable growth and market
research on eco-friendly products such as cloth pads or menstrual
cups. In addition, we should follow the preference survey on
eco-friendly ingredients and product packing materials and the
follow-up study on the strategies that could be utilized for sus-
tainable environmental and social growth, such as the consumer
awareness survey for corporate images on the CSR activities of
manufacturing companies of disposable sanitary pads.
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