03903nas a2200433 a 4500 20260818084950.0 230420s2021 th uu m rtt 0| a1eng .b12404548 AIT RSPR no.SM-21-31 Placenti, Apolline Consumer trust in the tampon market in regards to health 98 p. : ill. Research studies project report ; no. SM-21-31 A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2021 Unlike other segments of the menstrual products market, the tampon market has shown some weakness in the past few years, especially in the more mature markets in developed countries, where scandals around the safety of tampons burst. This master research aims at studying the trust consumers put in the tampon industry, whether this trust is really lacking, explore reasons why that might be and offer some insights to help tampon brands to regain the trust they lost, focusing on the health aspect of the trust. This study defined consumer trust and CSR, and explored why it was crucial for businesses to focus on customer retention. We then linked CSR and customer retention, trust, and the importance of word-of-mouth, whether offline or online, in the construction of brand perception for consumers. This was completed by an overview of the menstrual product markets, especially the tampon market and its challenges. It enabled to determine that most of the alleged mistrust actually comes from misconceptions on the tampon industry. This helped design the survey used to test our hypothesis that there was a lack of trust from consumers, why there was one and how to regain that trust. This study found that there was indeed a deep lack of trust from women in the tampon industry, especially in the health aspect of the product. Women are distrustful of tampons when it comes to the ingredients used to make them, their risk of contracting toxic shock syndrome and intimate infections, and hygiene. Overall, women believe that tampon brands do not communicate nor act enough on the risks related to the use of their products, but would be willing to trust brands again if they were to communicate, and especially act more. The study then gives insights on what channels are best to use in order to right the misconceptions that led to the lack of trust from consumers. Tampons Consumer behavior Corporate social responsibility series Tocquer, Gerard A., Chairperson Ransom, Lakeesha K., Examination committee Vimolwan Yukongdi, Examination Committee EDHEC Business School, France, Scholarship Donor Asian Institute of Technology, Scholarship Donor Asian Institute of Technology. Research studies project report ; no. SM-21-31 Full-Text http://203.159.5.9/ait-thesis/detail.php?q=B19659 .b12404548 mnait m 250422 0 230420 m a m 0 mnait mnait mnarc 20 40 Barcode : 30050121073042 CREATED : 2023-04-20 RECORD # : i13444499 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050121073034 CREATED : 2023-04-20 RECORD # : i13444505 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 1 TOT CHKOUT : 0 TOT RENEW : 0 Barcode : 30050211012892 CREATED : 2023-08-08 RECORD # : i13458401 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 22601 22601 0 0 0 0 MAIN MAIN mnait 2026-08-18 50.00 0 AIT RSPR no.SM-21-31 30050121073042 2026-08-18 08:49:50 1 2026-08-18 20 0 0 0 0 MAIN MAIN mnait 2026-08-18 50.00 0 AIT RSPR no.SM-21-31 30050121073034 2026-08-18 08:49:50 2 2026-08-18 20 0 0 0 0 MAIN MAIN mnarc 2026-08-18 0 AIT RSPR no.SM-21-31 30050211012892 2026-08-18 08:49:50 1 2026-08-18 40