Dissertations / Theses on the topic 'Napkins'

Book Summary:Watergate, the Vietnam War, the environmental movement, the energy crisis, the women's movement, disco. The Seventies in America brings this controversial decade to life by examining these topics and many more. This encyclopedia appears at a time when many people are reevaluating the 1970's, realizing that it was not a superficial, throwaway era but actually a time of dynamic political, social, and cultural change. The Seventies in America is also a much-needed source of reliable information for today's students, all of whom were born after the decade ended.

Fluffmassa är ett förnybart material bestående av cellulosafiber som utvinns under massakokning. Dessa fiber används för att tillverka olika absorberande produkter som till exempel servetter. Fluffmassa används även för att tillverka absorptionskärnor i damhygienprodukter, inkontinensprodukter och blöjor. Vissa av dessa absorptionskärnor (speciellt i ultratunna bindor) tillverkas med airlaid. Airlaid är en tillverkingsteknik som ger fiberstrukturer med slumpmässig orientering genom att applicera ett undertryck.  Syftet med detta examensarbete var att utveckla metoder för att tillverka servetter och absorptionskärnor till damhygienprodukter i laboratoriemiljö genom att använda en airlaid maskin i laboratorieskala. Detta utfördes genom att analysera viktiga egenskaper som exempelvis ytvikt, tjocklek, densitet, böjlängd och förmågan att absorbera vätska i kommersiella servetter och absorptionskärnor inom damhygien. Även dragprov och SEM-analys utfördes. Resultatet från dessa analyser användes som ett riktvärde under metodutvecklingen.  Två metoder utvecklades - en för att tillverka en servettstruktur och en för att tillverka en absorptionskärna för damhygien. De olika tillverkningsstegen inkluderar defibrering, formering, pressning, prägling, latexsprayning samt härdning. Båda strukturerna tillverkades, och dess egenskaper analyserades och jämfördes med de kommersiella produkterna. Analyserna visade att de utvecklade metoderna genererade struktuer vars ytvikt stämde väl överrens med de kommersialla produkterna. Strukturerna var dock tjockare och hade en lägre densitet än de kommmersiella produkterna. Den minskade densiteten påverkade förmodligen resultatet från de andra analyserna som utfördes i detta projekt. Servettstrukturen hade en lägre böjlängd än de kommersiella servetterna och damhygienstrukturen hade bättre absorption än de kommersiella produkterna.  Båda strukturerna hade en ytfinish som överensstämmde väl med de kommersiella produkterna. Dock visade SEM-analysen att latex saknades i mitten av de båda tillverkade strukturerna.
Fluff pulp is a renewable material consisting of pure cellulose fibers which are obtained during pulping. These fibers are commonly used to form Airlaid-nonwoven products such as napkins and wipes. Fluff pulp is also used in absorbent cores in femcare products, incontinence products and diapers. Some of these absorbent core structures (especially in ultrathin pads) are produced through airlaid. Airlaid is a manufacturing technique which forms a randomly oriented fiber structure by using an applied suction.  This degree project aimed at developing methods for producing napkins and femcare absorbent cores on a laboratory scale by using an airlaid former. Important properties such as grammage, thickness, density, bending length and absorption capacity were therefore measured on commercial napkins and femcare absorbent cores. Other analyses which were performed include tensile testing and SEM. Findings from these analyses were then used as a target reference during the method development.  Two methods were developed; one for producing a napkin structure and one for producing a femcare absorbent core structure. The different manufacturing steps included fiber defiberization, sample formation, pressing, embossing, latex spraying and curing. Napkin structures and femcare absorbent core structures were produced by using the developed methods, and their properties were analyzed and compared with the commercial products.  Analysis showed that the developed methods generated structures with grammages that corresponded well with the grammages in the commercial products. However, both developed structures were thicker and had lower density than the commercial products. This decreased density probably influenced the results in other analyses performed in this project. The developed napkin structure had a shorter bending length compared to the commercial napkins and the developed femcare structure had a better absorption capacity compared to the commercial femcare absorbent cores. Both developed structures obtained nice surface finish which corresponded well with the surface finish in the commercial products. However, SEM analysis indicated that no latex managed to reach the center in the developed structures.

Thesis: S.B., Massachusetts Institute of Technology, Department of Materials Science and Engineering, 2014.
Cataloged from PDF version of thesis. "June 2014."
Includes bibliographical references (pages 38-39).
Menstrual hygiene is an often-ignored problem in international development: lack of access to sanitation keeps women out of schools and the labor force. Sanitary napkin solutions to this issue normally focus on supply chain and manufacturing. This study aims to look at solutions from a materials perspective, assessing available materials for the properties needed for a good napkin, and reviewing the literature for comparison between these and other materials. Tests for absorption, comfort, durability, and drying time are measured on materials ranging from foam to traditional cottons both individually and in combination. These tests include microscopy observations, retention and wicking rate, tensile resistance, stiffness, and roughness. Though no single design emerges as the most effective for this application, clear differences emerge across materials that narrow down the options for optimal design. This information, in conjunction with user testing, can be used to inform local designs for sanitary napkins across borders.
by Anika Gupta.
S.B.

In the continuing quest for more efficient designs, structural adhesives are being used in place of, or with, traditional fastening methods; however designing with adhesives is refined as traditional methods. To obtain the adhesive design properties, tests are often performed on bulk tensile and bonded shear specimens. Questions remain about the relationship between properties obtained from in situ adhesive joints and bulk adhesive specimens. As a result, an experimental plan was developed which characterized both the linear and nonlinear region of bulk and in situ adhesive performance of a two-part acrylic adhesive from Dow Chemical Company. A standard uniaxial tensile test was used for the bulk normal, while an Iosipescu shear test was used to characterize the bulk shear performance. In situ testing was performed on a napkin-ring specimen loaded in both tension and torsion. Stress-strain relationships in both shear and normal were developed and bulk and in situ adhesive performance was compared. Observations from testing were:

1. Bulk shear and in situ shear tests showed similar performance in both the linear and nonlinear regions.
2. Modulus of elasticity in bulk adhesive tests was similar to the effective modulus of elasticity in in situ tests.
3. Prediction of normal yield strengths of the in situ adhesive through simple failure theory models proved to be inaccurate. Stress singularities, loading imperfections, and potentially a hydrostatic sensitivity were considered possible explanations.
4. Adhesive showed sensitivity to voiding and surface flaws when loaded in a tensile configuration, refinement of specimen fabrication minimized these effects.

Master of Science

El tema desarrollado en esta investigación se centra en la relevancia que ha tenido hablar de empoderamiento de la mujer en productos de higiene femenina y su relevancia en la percepción del tabú menstrual dentro de un público de mujeres adolescentes entre los 15 a 20 años de Lima que empiezan a descubrir e interactuar por primera vez con este ciclo natural. El caso que se tomó para esta investigación es de la campaña “El Rojo No Me Sonroja” de la marca de toallas higiénicas Nosotras en Perú. La importancia que tiene la presente tesis se da en los distintos aportes que ofrece al mercado publicitario, al sector académico y al contexto actual caracterizado por el empoderamiento femenino. En primer lugar, dentro del mercado de la publicidad permite tener nuevos enfoques en relación a la responsabilidad social que es a lo que apuntan las marcas de hoy en día al tener a un consumidor más preocupado por su contexto social. En segundo lugar, dentro del sector académico, su relevancia se enfoca en debatir más este tema y enriquecer el punto de vista existente por parte de otras investigaciones que tienen una postura de crítica con respecto a cómo ciertas marcas comunican el empoderamiento de la mujer en relación a productos de higiene femenina. En tercer lugar, tiene importancia para el contexto actual el cual se caracteriza por una ideología feminista que bus ca empoderar a la mujer en los diferentes ámbitos de su vida. El objetivo de esta investigación fue determinar la percepción de tabúes menstruales de las mujeres frente a discursos de empoderamiento. Nuestro hallazgo principal es que existe una incongruencia entre lo que las marcas tratan de comunicar como empoderamiento al hablar de la menstruación con las consecuencias que genera. En este caso, las marcas de toallas higiénicas dicen a sus consumidoras que se sentirán empoderadas siempre y cuando usen sus productos, creando prejuicios como que la sangre menstrual es sucia, poco higiénica y vuelve débil a la mujer.
The theme developed in this research focuses on the relevance of talking about the empowerment of women in feminine hygiene products and its relevance in the perception of the menstrual taboo within in an audience of adolescent women between the ages of 15 and 20 from Lima who they begin to discover and interact with this natural cycle for the first time. The case chose for this investigation is the campaign “El Rojo No Me Sonroja” of the sanitary pads brand Nosotras in Peru. The importance of this investigation is related to the different contributions it offers to the advertising market, the academic sector and the current context characterized by female empowerment. In the first place, within the advertising market it allows new approaches in relation to social responsibility, which is what today’s brands are aiming at by having a consumer more concerned about their social context. Second, within the academic sector, which relevance is focused on further debating this issue and enriching the existing point of view by other research that has a critical stance regarding how certain brands communicate the empowerment of women in relation to feminine hygiene products. Third, it is important for the current context, which is characterized by a feminist ideology that looks to empower women in the different areas of their lives. The objective of this research was determine the perception of menstrual taboos by women in the face of empowerment discourses. Our main finding is the incongruity between whats brands try to communicate as empowerment when talking about menstruation with the consequences it generates. In this case, the brands of sanitary pads tell their consumer that they’ll feel empowered as long as they use their products, creating prejudices such as that menstrual blood is dirty, unhygienic and makes women weak.
Trabajo de investigación

碩士
國立高雄師範大學
工業設計學系
102
The research purpose is to explore how the experience and perception of using sanitary napkins influences the user emotion and behavior. First of all, due to the preliminary analysis of the relevant literature and pre-interview survey to discover the emotions and demands of customer who were using the product. And then discuss the experiences, perception and emotions of using sanitary napkins. We use the MR model to construct the user experience for sanitary napkins and cognitive factors triggered by emotions (pleasure, arousal and dominance) relations with behavioral reactions. And use the LISREL statistical software to analyze data to verify the structural equation model and MR model. The results of this research are: 1. "Packaging" and "Formative Design" of sanitary napkins affect "Pleasure ". 2. "Formative Design" affects "Dominant." 3. "Pleasure" and "Dominant" affect the "Purchase Behavior." Expecting that through the results of this research, the designers of sanitary napkin products in the further will improve this product and enhance user satisfaction, make female consumers have a better experience.

碩士
銘傳大學
新媒體暨傳播管理學系碩士班
105
Brand confusion is a common phenomenon in market nowadays. Consumers may have impact on brand identity with brand confusion or product involvement. Further, it may effect consumers’ decision. The purpose of this study is to explore whether or not consumers experience product involvement on sanitary pad products available in the market and the impact of brand confusion on brand identification, as well as exploring consumers’ subsequent purchase decisions in the context of brand confusion. At the same time, research hypotheses verified shall serve as references for sanitary pad brand owners’ brand positioning and advertising formation, in the hope of contributing to enterprises brand shaping. Purposive sampling was employed based on the population ratio statistics of the Taipei City Government at the end of December 2016. The online questionnaire survey method was the main method adopted, with a total of 498 valid questionnaire copies. Results show that brand confusion and product involvement have impact on brand identity. In case brand confusion takes place, the majority of the purchase decisions implemented by the participants were “purchase a brand more convenient to purchase”, followed by “choosing a brand offering a discount”, and “asking friends and relatives”. In addition to the verification of the hypotheses that made up the research framework, the research findings show that in terms of the impact of demographic variables on the research variables, the women’s degree of product involvement and brand identity were clearly higher than those of men. Relatively, the degree of confusion for women’s brands is lower compared to that of men. In terms of age, in addition to brand identity and overload confusion that are insignificant, those with higher brand confusion are distributed under the age groups of 46-50 years old and above 51 years old, which differ from those with higher product involvement that are distributed under the age groups 31-35 years old and 36-40 years old. The impact of age on the variables is more even. As for the product experience part, the results are generally the same as the results for the impact of gender, except for ambiguity confusion that is insignificant.

by Chow Yiu-wai Janet.
Includes Chinese questionaire.
Thesis (M.B.A.)--Chinese University of Hong Kong, 1993.
Includes bibliographical references (leaves 77-78).
ABSTRACT --- p.i
TABLE OF CONTENTS --- p.iii
LIST OF TABLES --- p.v
LIST OF EXHIBITS --- p.vii
ACKNOWLEDGMENTS --- p.viii
Chapter
Chapter I. --- INTRODUCTION --- p.1
Objectives --- p.1
Overview of Sanitary Napkin Market --- p.2
Chapter II. --- LITERATURE REVIEW --- p.4
What Are Attitudes? --- p.4
Methods of Measuring Attitudes --- p.5
Attitude-Behavior Relationship --- p.9
Marketing Implications of Studying Attitudes --- p.9
Chapter III. --- METHODOLOGY --- p.11
Target Group --- p.11
Sample Size --- p.12
Selection of Attributes --- p.12
Preliminary Stage --- p.12
Exploratory Research --- p.13
Pretest --- p.14
Questionnaire Design --- p.15
Data Collection --- p.16
Data Analysis --- p.16
Chapter IV. --- LIMITATIONS --- p.18
Chapter V. --- RESULTS --- p.21
The Relative Importance of Product Attributes --- p.21
Rearrangement of Semantic Differential Scales --- p.23
Evaluation of the Ideal Brand after Rearrangement --- p.23
Beliefs about Whisper and Nice Day --- p.24
Profile Analysis --- p.24
Attitudes toward Whisper and Nice Day --- p.27
Difference in Attitudes --- p.27
Absolute Difference --- p.27
Favorableness of Brands --- p.29
Characteristics of the Respondents --- p.30
Usage Pattern --- p.30
Actual Buyers and Purchasing Outlets --- p.32
Demographics --- p.33
Chapter VI. --- RELATIONSHIP BETWEEN ATTITUDE AND BRAND USAGE --- p.34
Chapter VII. --- "ANALYSES FOR THE TWO GROUPS - WHISPER SIGNIFICANTLY MORE FAVORABLE, AND NICE DAY SIGNIFICANTLY MORE FAVORABLE" --- p.38
Relative Importance of Attributes as Perceived by Different Groups --- p.38
The Group Which Perceives Whisper as Significantly More Favorable --- p.40
The Group Which Perceives Nice Day as Significantly More Favorable --- p.43
Chapter VII. --- STRATEGIC IMPLICATIONS --- p.46
Strategic Implications for Product Improvement --- p.46
Strategic Implications for Whisper --- p.49
Strategic Implications for Nice Day --- p.50
Chapter IX. --- CONCLUSION --- p.52
APPENDICES --- p.54
BIBLIOGRAPHY --- p.77

Commercially available disposable sanitary napkins are the most common method of menstrual hygiene management in most urban regions of India (van Eijk, 2016) (Mathiyalagen et al., 2017). It is estimated that in India a waste of 58,500 million sanitary napkins can be generated each year (Garg et al., 2012). A typical sanitary napkin consists of several layers made from cellulosic fibres, polypropylene fibres, superabsorbent polymer, etc. (Das & Pourdeyhimi, 2014). Due to non-biodegradability of certain materials, disposal of such napkins is a major environmental concern. Among other issues, soiled napkins contain human blood and endometrial tissue which attract stray dogs and other pests posing a threat to human and environmental safety. Such napkins can be completely destroyed through incineration leaving behind only incombustible ash. Institution-based commercially available incinerators have been gaining popularity in urban cities as it is a convenient and safe method of source destruction of soiled napkins. However, they can contribute to significant air pollution within the city limits and at present there are no emission standards in India for such incinerators. The present study investigates into the performance of two commercially available sanitary napkin incinerators (Incinerator-1 and Incinerator-2). The emphasis is on quantification of combustion efficiency and emissions, basically CO and CO2 to assess the quality of combustion. The emission values are used to evaluate the systems’ baseline performance under controlled conditions and compare the same with Indian (CPCB) standards for MSW incinerators (upper limit of 100 mg/m3 for CO when corrected to 11 % oxygen in the stack gas and minimum combustion efficiency of 99 %). From preliminary studies on Incinerator-1, it was determined that the average values of CO and CO2, emitted from combustion of one napkin were 465 mg/m3 and 0.19 % respectively (15,505 mg/m3 and 6.33 % when corrected to 11 % oxygen). In the case of Incinerator-2, the average values of CO and CO2 emitted from combustion of one napkin were 148 mg/m3 and 0.23 % respectively (3,432 mg/m3 and 5.35 % when corrected to 11 % oxygen). The combustion efficiencies did not exceed 84 % for Incinerator-1 and 95 % in the case of Incinerator-2. Further, parametric analysis was carried out to determine the role of parameters like batch size and combustion chamber temperature in the formation of product species. The evaluation clearly established the shortcomings in the combustion chambers to handle five-napkin batches and the need for quick heating to temperatures above 600 °C. In addition, the need for air supply directed in the primary combustion zone for reducing CO emissions was explored. Experimental studies were conducted by injecting atmospheric air at locations above and under the burning fuel bed to determine the effect of air flow rate on the product gas emissions. The results obtained are used to optimize the air flow rate and location within the chamber to achieve maximum air-fuel mixing to facilitate better quality combustion. The effect of air supply to the incinerator on the product gas emissions have been addressed. Through the improved design, the CPCB emission standards for MSW incinerators have been met in the case of incineration of a single napkin with resulting combustion efficiency over 99 %. The emissions of CO have been reduced to 48 mg/m3 (94 mg/m3 when corrected to 11 % oxygen). However, the systems still had certain shortcomings especially its inability to handle larger batch sizes. Based on the findings an alternate method of incineration using LPG was investigated and preliminary tests conducted with LPG shower promising results. The CO emissions for 1-napkin batches was reduced by over 90 % when compared to cold-start electric resistance incineration and by over 45 % compared to pre-heated condition. Additionally, combustion efficiencies of over 99 % were obtained in the case of 5-napkin batch size. There is scope to further optimize this LPG incineration with extensive investigations into various operational and design parameters like air supply rate, residence time and combustion chamber design.

Trabalho de Projeto do Mestrado em Gestão apresentado à Faculdade de Economia
Com a redução da crise económica e a evolução do mercado, surgiram novas necessidades dos consumidores e abrem-se oportunidades para lhes fazer face. Contudo, há que ter em atenção qual oportunidade acolher, pois nem todos os empreendedores conseguem alcançar o sucesso e alguns acabam por cometer falhas que lhes podem custar o negócio. A melhor forma para evitar erros é a elaboração de um plano de negócios, onde se estabelece a ideia, os riscos e os resultados, de forma a que o empreendedor obtenha uma visão do futuro. O mercado da personalização tem sido um dos mercados com mais tendência de crescimento em Portugal. Apresenta produtos destinados a um segmento de luxo, o que implica uma necessidade de acompanhamento constante do cliente e exige uma qualidade ímpar, para levar à fidelização do consumidor. Este trabalho de projeto centra-se na elaboração de um plano de negócios para a empresa Florel Papéis do Centro, Lda., no âmbito da personalização de guardanapos de papel. Esta nova linha de negócio estende-se em dois segmentos diferentes: no canal HoReCa - onde produz guardanapos personalizados para os estabelecimentos de hotelaria; e no consumidor final - onde marca presença na personalização de guardanapos para festas de aniversário, casamentos e outros eventos. Este projeto apresenta valores de rendibilidade acima da média portuguesa: um valor atual líquido superior a 190 mil euros, uma taxa interna de rendibilidade de 69% e um payback de um ano .
With the reduction of the economic crisis and the market evolution came new consumer needs and opportunities are being opened to face them. However, we have got to be careful about which opportunity to take because not all the entrepreneurs can reach success and some end up making mistakes that can compromise the business. The best way to avoid miscalculations is by making a business plan where the idea, risks and results are established so the entrepreneur gets a glimpse of the future.The market of customization has been one of the markets with more growth in Portugal. It has products meant for the luxury segment which translates into the need of constant customer monitoring and demands a unique quality to create customer loyalty. This project focuses on drafting a business plan for the company Florel Papéis do Centro, Lda. in the area of tissue napkins customization. This new business line extends into two different segments: the HoReCa channel - where it produces custom napkins for hotel establishments; and the final consumer – where it is present in napkin customization for birthday parties, weddings and other events. This project presents profitability values above the Portuguese average: a net annual value above 190 thousand euros, an internal rate of return of 69% and payback in one year. .

碩士
國立臺北大學
企業管理學系
91
We took the sanitary napkin market as a study subject, aimed to understand the purchase decision of female customers while choosing the sanitary napkin. This study was based on the CDP model of consumer behavior theory to build the research framework. The research objects were those female customers who were in the age of 10 to 49 and living in Taiwan. We based on the living areas and age groups to built up the sampling structure, we also adopted the quota sampling to acquire our needed samples, as a total of 400. According the samples we acquired, we adopted several statistical methods to analyze our research data, such as Factor Analysis, Cluster Analysis, One-way ANOVA, One-way MANOVA, Chi-Square Analysis and Multidimensional Scaling Analysis. The results showed that according the product attributes we could divide the market segmentation into three groups, which were comfortable respect group, advertising prefer group and price respect group. And different market segmentations were obviously different in the variables of demographic statistics, external incentive, searching contents and buying material. There were no differences within the variables of information source, buying outlook, buying channels, buying brands and future buying brands.

碩士
國立成功大學
高階管理碩士在職專班
90
Abstract The dissertation is intended to realize the real demands for staple convenience goods such as Sanitary Napkins among female citizens between the ages of 10~50 in Tainan city, 387 subjects in each administrative zone of Tainan city were randomly chosen by means of the stratified random sampling procedure. The sampling was checked for representative by the ���� test. We’ve projected a consumer purchasing behavior model and established a customer satisfaction model from different statistical analyses, such as Descriptive statistics; Factor analysis; Cluster analysis; and LISREL. The conclusion drawn from the model as follows: (1) Consumers mainly get their brand information from television and point of purchase. They mainly purchase Napkins at enormous wholesale stores and co-op centers and supermarket chains. The crucial reason for purchasing napkins is because of price, discounts and trial. But they also change brand because of price, discount and new products. What consumers value the most in comfort: feeling comfortable, no wet back, distortion free and the breathable touched. (2) Among all of main elements of brand image that will influence the consumer’s purchasing behavior, the key element lays on quality. (3) Advertising strategies with reference price; High brand image products’ advertising strategies with reference price; High quality and brand image products’ advertising strategies with reference price will influence consumer purchasing behavior. (4) Four clusters of motivation-related brand image were divided regarding consumer purchasing intention, 1.As pleasure group; 2.Brand guiding group; 3.prevalent thinking group; and 4.stress practical group. (5) We established and certified a customer satisfaction model, the results are: 1. Perception after using = f (expectation before using) 2. Difference degree = f (perception after using; expectation before using) 3. Satisfaction degree = f (expect before using; perceive after using; difference degree) 4. Loyalty = f (satisfaction degree)

碩士
國立屏東大學
行銷與流通管理學系碩士班
104
With the improvement of people's standard of living, consumers attach great importance to the quality of products, from the previous emphasis on functional and practical needs of product oriented to meet customer’s orientation. There are many brands of domestic sanitary napkin, enterprises in order to be superior to other competitors, in addition to the development of marketing strategy, but also focus on the development of new products for consumer demand. When consumers selected to meet the demand for health cotton, what consumers pay more attention to will become a business concern issue. In this study, the conjoint analysis method was used to analyze the consumers purchase for sanitary napkin with important attributes, levels, optimal combination, and willingness to pay besides comparing the difference between the market segments with age, profession, education level. This study sorted out 9 kinds of sanitary napkin attributes, through pretest result, choose "ingredients", "surface material", "manufacturing" and "price". Followed by using the orthogonal design method of the software SPSS 21.0 matching the combination of nine products, to provide respondents fill in the answer. According to the results, we found that the most important attributes for the respondents were surface layer, main ingredients, price , original manufacturers. Consumers are willing to pay NT$41 to buy the optimal combination which using pure cotton material, hasn't added Chinese herb, the price between NT$75-94 and made from Japan. On the other side, according to the market segment, the most important attributes is "surface layer", the most don’t pay attention attributes is "manufacturing origin". Thus, design and development product should to pay attention to ingredients and surface material, and focus MSRP to plan the strategy of price.

碩士
高雄醫學大學
性別研究所
92
The purpose of this study is to explore the relationships between menstruation technology and the women’s body experiences in Taiwan from 1945 to 1995. Via the concept of the system of technology, the study explores women in the different historical periods using various menstruation technologies, from rags﹑coarse papers to sanitary napkins and tampons to meet the required ‘appropriate’ behavior, that is preventing the menstruation blood being spotted. Women according to their social positions and economic abilities would take initiatives to design, create and adapt the material in daily life to meet the required ‘appropriateness’. Tampon user-rate in Taiwan is so low (2.1%) whereas the rate in the West is so high (81%). It attributes to the views that Taiwan medical professionals, government and the public associate tampons with Toxic-Shock Syndrome and hymen myth, as a result, the selling locations and distribution of tampons is restricted by the health policy. Up until 1990s, doctor’s understanding of the relation between Toxic-Shock Syndrome and tampon as expressed in the newspaper and magazines in Taiwan was much dated. It repeated the dated version noted by Western medical professionals in early 1980s. It seems that doctor’s view on tampons was a selective one reflecting gender politics. For instance, Western doctors suggest that using tampons could enable women to understand their own genitals and to reduce the fear and anxiety caused by vaginal exams by gynecologists. However, such information cannot be found in popular medical discourse in Taiwan. Tampon is an imported technology. Women in Taiwan always have to face lots of difficulties when using tampons due to the ignorance of their bodies. While some women began to get to know their own genitals by using tampons. Furthermore, by sharing experiences with other tampon users, they formed a kind of trust and intimate sisterhood. I hope the study could provide the medical professionals, menstrual educators and manufacture companies of menstruation products with some fruit for thought and reflection. From feminist political standpoint, I expect the study to throw a new light on the understanding of gender and technology which has always been ignored, that is, to recognize women users as creative, innovative agency.

碩士
世新大學
傳播管理學研究所(含碩專班)
101
In the early 1990s, the leader brand of Sanitary Napkin in domestic market is the brand Whisper of Procter & Gamble Taiwan. At that time, the brand Whisper reached the 40% of market share. As time went by, the brand Sofy strives for many years, has already become the top brand of Sanitary Napkin in 2000. Till 2012, Sofy reached the 40% of market share. And Sofy is far in advance of the second brand Whisper and the third brand Kotex. Why Sofy can become the top brand of Sanitary Napkin in domestic market in just ten years? What are the tips of marketing strategies and the key success factors? We have lots of curiosity about the issues. This research has collected the experience of Sofy, there are exclusive 5 key success factors, (1) powerful R&D ability, to ensure high-quality of the products; (2)strong on product capability, continue to bring forth the new through the old; (3) successful strategy of using spokesmen; (4)success of integrated marking communication strategy; (5)densely-covered and omnipresent marketing channels. Besides, this study also draws other conclusions and founds including Sofy’s integrated marketing model framework, annual marketing budget and allocation, operational tool of integrated marketing, and the operation of the organization team behind the top brand. Hope these conclusions and findings of the research can not only provide a reference for domestic consumer goods industries to learn something and make progress, but also bring about academic enhancement for related brand marketing theories and integrated marketing communication theories.

碩士
朝陽科技大學
企業管理系碩士班
96
In recent years a very interesting phenomenon was found about some domestic spokespersons – the gender of product spokesperson is different from the one of users (eg. Men products were endorsed by female). According to the prior researchs, the results revealed great disagreement. Some scholars believe that the advertisement effects are more positive when the product sex image is coherent with the sex of spokesperson. Other scholars believe that the advertisement effects will be better when the sex of the products and spokesperson are different. This study aims to find out the fit mix which can acquire better advertisement effects. This research uses SEM with three purposes. First of all, it is to ascertain the difference of the image of female (male) products that is endorsed by the coherent or opposite sex spokesperson. Moreover, it discusses the source credibility, expertise and attractiveness of the spokesperson in order to gain a clear idea about the degree of effection of the spokesperson. Furthermore, it also wants to discuss the real reason influencing the consumers’ buying willingness. The results reveal that the brand attitudes arising from the expertise and the source credibility of the spokesperson are more than the spokesmen personal attractiveness whether the female products are endorsed by the coherent or opposite sex spokesmen. Although subjects have a positive opinion for the advertising communication effect facing the opposite sex spokesperson, the advertisement cannot add consumers’ buying willingness. For the male products, when the opposite sex spokesperson has higher source credibility, the degree of the consumers’ attitude for the advertisement and products are low, and even when the brand attitude is higher, consumers are more likely to have lower appraise for the products. Therefore, the practitioners should choose the coherent sex spokesperson in order to acquire better advertisement effects no matter what are the sex image of the products.