An empirical study on the influence of culture and lifestyles on product positioning the cases of female sanitary hygiene products & affinity shampoo

Abstract

In consideration of whether a successful home product positioning can be effectively transferred across to other international affiliates, of paramount importance is whether that positioning is adaptable to the particular life styles, cultural values and social norms distinct to each of those countries. The cases of female sanitary hygiene products concerning the tampon, the "Carefree Panty Shield" and the toiletry product - "Affinity Shampoo" are used to illustrate this concept.