a study on satisfaction and awareness towards … · • henry garrett’s ranking technique vi....

UGC Jr.No.: 45308 | IFS - 2018: 1.14 | SJIF 2016:3.343 | SJIF 2017: 4.253 | ISI 2017-2018: 0.673

Emperor International Journal of Finance and Management Research [EIJFMR] Page 9

Paper ID: 13180202 ISSN: 2395-5929

A STUDY ON SATISFACTION AND

AWARENESS TOWARDS BRANDS

PERTAINING TO BABY PRODUCTS

Dr. K.K.RAMACHANDRAN

Director

GRD Institute of Management and School of Commerce and International Business

Dr.G.R.Damodaran College of Science

Coimbatore. 14.

R.GOKILA

Associate Professor

School of Commerce and International Business

Dr.G.R.Damodaran College of Science

Coimbatore. 14.

Abstract

The Indian baby care market has experienced

sustainable growth during the past few years. The

market, which has long been considered as a niche

segment in Indian perspective, has now transformed

into the potential, fully fledged industry, especially in

its diapers segment. Diaper market had not grown by

leaps and bounds in the past as price continues to be

the main impediment. However, baby products have

been steadily trying to correct the price-value

equation and have been offering superior,

technology-driven products.

The market is driven by the factors such as the

increasing birth rate and the rising urbanization. The

other market drivers are, increasing hygiene and

sanitation awareness, shift in consumer dynamics

and rising women to men ratio. The rising

population, growing disposable income levels and

lower infant mortality rate are also the other factors

driving the baby care product market.

Key Words: Baby care products, Diaper market,

Technology – driven products.

I. INTRODUCTION

The global baby product industry caters around 4

million babies on a yearly basis, generating retail

revenue of nearly $7 billion. The market

encompasses different segments, which can be

divided into: Toys, Feeding accessories, Wipes,

Disposable diapers, Body care products and Soothers.

Demand has grown due to a rising number of babies

to be catered to, partly because people are starting

families later. Product innovation and development

has allowed retailers and manufactures to widen the

market, using new technologies and advanced

marketing approaches. Research from firm Key Note

points to the contribution of changing lifestyle trends

to the market, including mothers returning to work

earlier giving rise to greater demand for breastfeeding

equipment such as sterilizers and pumps. The biggest

concern of any parents is healthy growth of their

baby.

The market is flooded with a huge range of baby

products and the list of baby products available in the

market keeps growing bigger and bigger every day.

India is one of the most attractive retail destinations

around the world and hence represents a high

potential and untapped market for Baby, Child and

Maternity care products. The Indian Baby and Child

sector is among the world’s largest and fastest

growing. With growing awareness, surging income



Paper ID: 13180202 ISSN: 2395-5929

levels, and shifts in consumer behavior, the country’s

nascent Baby & Child care products market is fast

transforming into the world’s fastest growing baby &

child care products market

II. STATEMENT OF THE PROBLEM

In the emerging world and rapid change in the

life style the people tend towards the need for the

increase in their financial status. As the purchasing

power of the people increases, requirements move

towards “branded items”, though the expectations are

towards “quality, quantity and less price which leads

to consumer satisfaction.”

In this study, an attempt was made to measure

the satisfaction level and awareness of women

consumers towards branded baby products.

III. OBJECTIVES OF THE STUDY

1. To analyse the demographic factors of the

women customers.

2. To know about the awareness of branded

baby products among women customers.

3. To find the Level of satisfaction of the

women consumers towards branded baby products.

IV. SCOPE OF THE STUDY

This research can provide significant insights

into the personality of the branded baby products, so

that a match between the personality of the brand and

the target consumers can be facilitated. This research

can help brand managers to develop a more guided

approach in communicating with the targeted

consumers. It will assist managers to coordinate

advertising, packaging, promotions and other

elements of marketing tactics with common theme

that communicates the personality of a brand. This

will help brand managers to make baby products for

women from the competition in India by

understanding the Attitude, Perceptions and other

buying influence factors.

V. RESEARCH METHODOLOGY

(i)Sampling Design

The primary data was collected through the field

survey in the study area. 500 women respondents

were selected for the study using convenient random

sampling to identify their satisfaction and awareness

towards the purchase of branded baby products from

Coimbatore, Tamilnadu, India. .

(ii)Data Sources

The study used both primary data and secondary

data. The focus of the study is to analyze the women

customer’s awareness and satisfaction of branded

baby products in coimbatore.

(iii)Frame Work of Analysis

The following tools of analysis were used in the

study. The Statistical Package for Social Sciences

(SPSS) was used to analyze the data and draw the

inference.

• Percentage Analysis

• Simple ranking

• Cross tabulation

• Henry Garrett’s Ranking Technique

VI. ANALYSIS AND INTERPRETATION

Percentage Analysis

Table No: 1 Demographic profile of the respondents

S No Age Frequency Percentage

1 Less Than 25 Years 130 34.0

2 26 Years To 30 Years 100 20.0

3 31 Years To 40 Years 100 20.0



Paper ID: 13180202 ISSN: 2395-5929

4 Above 40 Years 170 26.0

Total 500 100.0

S No Educational Qualification Frequency Percentage

1 No Formal Education 30 6.0

2 School Level 60 12.0

3 College Level 130 26.0

4 Professional Qualification 200 40.0

5 Others(Specify) 80 16.0

Total 500 100.0

S No Occupational Status Frequency Percentage

1 Business 130 26.0

2 Professional 93 18.6

3 Home Maker 101 20.2

4 Others 176 35.2

Total 500 100.0

S No Family Size Frequency Percentage

1 2 Members 131 26.2

2 3 Members 129 25.8

3 4 Members 95 19.0

4 4 & Above 145 29.0

Total 500 100.0

S No Family Size Frequency Percentage

1 2 Members 131 26.2

2 3 Members 129 25.8

3 4 Members 95 19.0

4 4 & Above 145 29.0

Total 500 100.0

S No Number Of Children Frequency Percent

1 1 130 26.0

2 2 94 18.8

3 3 99 19.8

4 4 And Above 177 35.4

Total 500 100.0

S No Number Of Earning Members Frequency Percentage

1 1 122 24.4

2 2 97 19.4

3 3 90 18.0

4 4 And Above 191 38.2

Total 500 100.0

S No Family Monthly Income Frequency Percentage

1 Less Than 10,000 Rs 70 14.0

2 Rs.10, 001-Rs 20,000 116 23.2

3 Rs.20, 001-30,000 114 22.8

4 Rs.30, 001 To 40,000 110 22.0

5 Above Rs.40, 000 90 18.0



Paper ID: 13180202 ISSN: 2395-5929

Total 500 100.0

S No Type Of Family Frequency Percentage

1 Nuclear Family 195 39.0

2 Joint Family 305 61.0

Total 500 100.0

Source: Primary Data

From the Table 1 it could be understood that the sample is dominated by the age group 25 yrs (34

percent),highest family size segment is 4 and above (29 percent),most respondents are Professionally qualified (40

percent), a 35.2 percent of mothers had engaged in other forms of occupation viz.,Privately employed, sales

personnel and salaried. The highest family average income bracket being Rs.10,001-20,000(23.2 percent).

Predominantly the dominant family type is joint (61 percent).The Number of earning members are 4 and above.

Simple Ranking

Table No: 2 Level of Awareness Regarding the Various Baby Products

Sl. No Baby Products Average Mean Rank

1 Diapering 7.06 I

2 New Mom Essentials 6.5 IV

3 Bath And Skin Care 6.46 V

4 Health And Safety 6.62 II

5 Toys 6.54 III

6 Clothes And Shoes 6.38 VI Source: Primary Data

From the above table it is understood that diapering products were highly awarded by the respondents and

it was ranked as I with an average mean of 7.06

Cross Tabulation

Table No: 3 Source of Awareness and Various Baby Products

Sl. No Products Friends/

Relatives

Dealer/ Representatives Advertisements Others (Specify) Total

1 Diapering 81

(16.2)

130

(26.0)

154

(30.8)

135

(27.0)

500

(100.0)

2 New Mom Essentials 88

(17.6)

125

(25.0)

161

(32.2)

126

(25.2)

500

(100.0)

3 Bath And Skin Care 89

(17.8)

126

(25.2)

162

(32.4)

123

(24.6)

500

(100.0)

4 Health And Safety 95 (19.0)

127 (25.4)

154 (30.8)

124 (24.8)

500 (100.0)

5 Toys 81

(16.2)

126

(25.2)

162

(32.4)

131

(26.2)

500

(100.0)

6 Clothes And Shoes 91

(18.2)

126

(25.2)

155

(31.0)

128

(25.6)

500

(100.0)


It is observed from the table 3 that majority of the respondents have got awareness through advertisements

for all kinds of baby products.



Paper ID: 13180202 ISSN: 2395-5929

Table No:4 Media of Awareness

Sl. No Products

TV Radio News

paper B&P N&P Total

1 Diapering 156

(31.2)

113

(22.6)

55

(11.0)

102

(20.4)

74

(14.8)

500

(100.0)

2 New Mom Essentials 153

(30.6)

122

(24.4)

41

(8.2)

110

(22.0)

74

(14.8)

500

(100.0)

3 Bath And Skin Care 167

(33.4)

94

(18.8)

58

(11.6)

100

(20.0)

81

(16.2)

500

(100.0)

4 Health And Safety 162

(32.4) 116

(23.2) 43

(8.6) 108

(21.6) 71

(14.2) 500

(100.0)

5 Toys 144

(28.8)

102

(20.4)

43

(8.6)

101

(20.2)

110

(22.0)

500

(100.0)

6 Clothes And Shoes 157

(31.4)

108

(21.6)

64

(12.8)

110

(22.0)

61

(12.2)

500

(100.0)


The table 4 shows that majority of the respondents have got awareness through television.

Table No: 5 Brand of Purchase of Diapering Products

Products Brands

Pa

mp

ers

Hu

gg

ies

Ma

my

/Po

ko

Pig

eo

n

Wip

ro

Fa

irli

n

Oth

ers

Tota

l

Baby Diapers 111

(22.2)

93

(18.6)

83

(16.6)

60

(12.0)

59

(11.8)

67

(13.4)

27

(5.4)

500

(100.0)

Baby Wipes 111

(22.2)

88

(17.6)

73

(14.6)

74

(14.8)

64

(12.8)

65

(13.0)

25

(5.0)

500

(100.0)

Cloth Diapers/ Nappies 113

(22.6)

95

(19.0)

81

(16.2)

53

(10.6)

62

(12.4)

69

(13.8)

27

(5.4)

500

(100.0) Source: Primary Data

The table 5 shows that majority of mothers prefer pampers brand for diapering products.

Table No: 6 Brand of Purchase of New Mom Essentials

Sl.No

Bra

nd

s

Products

Breast

Feed

ing

Bott

le C

lea

ner

&

steril

iza

tio

n

Sip

per

& C

up

s

Dis

hes

&

Pla

cem

en

ts

Bib

s &

Pla

cem

en

ts

New

Mo

m

Access

orie

s

1 Fairlin 85

(17.0)

77

(15.4)

81

(16.2)

77

(15.4)

78

(15.6)

83

(16.6)

2 Avent 94

(18.8)

90

(18.0)

107

(21.4)

96

(19.2)

91

(18.2)

87

(17.4)

3 Naby 30

(6.0)

34

(6.8)

36

(7.2)

26

(5.2)

56

(11.2)

22

(4.4)

4 Medela 55

(11.0)

77

(15.4)

58

(11.6)

57

(11.4)

58

(11.6)

67

(13.4)

5 Pigeon 60

(12.0)

57

(11.4)

58

(11.6)

62

(12.4)

54

(10.8)

78

(15.6)

6 TommeeTippee 61

(12.2)

60

(12.0)

58

(11.6)

82

(16.4)

65

(13.0)

59

(11.8)



Paper ID: 13180202 ISSN: 2395-5929

7 Others 115

(23.0)

105

(21.0)

102

(20.4)

100

(20.0)

98

(19.6)

104

(20.8)

8 Total 500

(100.0)

500

(100.0)

500

(100.0)

500

(100.0)

500

(100.0)

500


The table 6 shows that majority of mothers prefer other forms of brand for breast feeding products, bottle

cleaner, dishes and placements and new mom accessories, Avent brand for sipper and cups.

Table No: 7 Brand of Purchase of Bath and Skin care products

Sl.No Brands

Products

Bathing

Accessories

Soaps

Shampoos &

Body Wash

Lotions Oils

& Powders

Cream And

Ointments Grooming

1 Johnson 112

(22.4)

106

(21.2)

106

(21.2)

104

(20.8)

88

(17.6)

2 Himalaya &

Herbal

32

(6.4)

27

(5.4)

39

(7.8)

48

(9.6)

34

(6.8)

3 Pigeon 35

(7.0) 31

(6.2) 39

(7.8) 41

(8.2) 30

(6.0)

4 Barbie 68

(13.6)

76

(15.2)

62

(12.4)

73

(14.6)

67

(13.4)

5 Chicco 46

(9.2)

49

(9.8)

45

(9.0)

47

(9.4)

53

(10.6)

6 Fairlin 61

(12.2)

65

(13.0)

61

(12.2)

59

(11.8)

63

(12.6)

7 Tolly Joy 62

(12.4)

62

(12.4)

64

(12.8)

56

(11.2)

85

(17.0)

8 Others 84

(16.8)

84

(16.8)

84

(16.8)

72

(14.4)

80

(16.0)

9 Total 500

(100.0)

500

(100.0)

500

(100.0)

500

(100.0)

500


It is observed from the table 7 that majority of the respondents prefer Johnson and Johnson brand for bath

and skin care products.

Table No: 8 Brand of Purchase of Health and Safety Products

Sl.No Brand Health &

Baby Oral Care

Medical

Thermometers

Baby

Pacifiers Cleaners

Other

Accessories

1 Pigeon 53

(10.6)

72

(14.4)

50

(10.0)

44

(8.8)

56

(11.2)

102

(20.4)

2 Tolly Joy 118

(23.6)

115

(23.0)

112

(22.4)

124

(24.8)

119

(23.8)

105

(21.0)

3 Fairlin 91

(18.2) 91

(18.2) 81

(16.2) 99

(19.8) 89

(17.8) 86

(17.2)

4 Nuby 89

(17.8)

86

(17.2)

88

(17.6)

85

(17.0)

111

(22.2)

90

(18.0)

5 MeeMee 66

(13.2)

57

(11.4)

93

(18.6)

67

(13.4)

56

(11.2)

72

(14.4)

6 Others 83

(16.6)

79

(15.8)

76

(15.2)

81

(16.2)

69

(13.8)

45

(9.0)

7 Total 500

(100.0)

500

(100.0)

500

(100.0)

500

(100.0)

500

(100.0)

500




Paper ID: 13180202 ISSN: 2395-5929

It is observed from the table 8 that majority of the respondents prefer Tolly joy brand for health and safety

products.

Table No: 9 Brand of Purchase of Toys

Products

Brands

Fu

nsk

ool

Fis

her

Pric

e

Leap

Fro

g

Barb

ie

Fran

k

Zap

ak

Dis

ney

Oth

ers

Tota

l

Infant Play Games 103

(20.6)

35

(7.0)

35

(7.0)

72

(14.4)

47

(9.4)

61

(12.2)

63

(12.6)

84

(16.8)

500

(100.0)

Learning And

Activity Toys

92

(18.4)

37

(7.4)

33

(6.6)

77

(15.4)

49

(9.8)

65

(13.0)

63

(12.6)

84

(16.8)

500

(100.0)

Teethers& Soothers 99

(19.8)

41

(8.2)

42

(8.4)

65

(13.0)

45

(9.0)

61

(12.2)

63

(12.6)

84

(16.8)

500

(100.0)

Baby Rattlers 89

(17.8)

55

(11.0)

43

(8.6)

74

(14.8)

49

(9.8)

59

(11.8)

59

(11.6)

72

(14.4)

500

(100.0)

Fun Toys 82

(16.4)

37

(7.4)

32

(6.4)

66

(13.2)

53

(10.6)

62

(12.4)

88

(17.6)

80

(16.0)

500

(100.0)

Bath Toys 98

(19.6)

39

(7.8)

37

(7.4)

70

(14.0)

46

(9.2)

62

(12.4)

64

(12.8)

84

(16.8)

500

(100.0)

Soft Toys 94

(18.8)

32

(6.4)

35

(7.0)

77

(15.4)

49

(9.8)

66

(13.2)

63

(12.6)

84

(16.8)

500

(100.0)

Figures And Play

Sets

104

(20.8)

39

(7.8)

41

(8.2)

62

(12.4)

45

(9.0)

62

(12.4)

63

(12.6)

84

(16.8)

500

(100.0)

Puzzles 100

(20.0)

49

(9.8)

44

(8.8)

73

(14.6)

47

(9.4)

59

(11.8)

56

(11.2)

72

(14.4)

500

(100.0)

Dolls And Doll Houses

83 (16.6)

36 (7.2)

31 (6.2)

66 (13.2)

53 (10.6)

65 (13.0)

86 (17.2)

80 (16.0)

500 (100.0)


It is observed from the table 9 that majority of the respondents prefer Funskool brand while purchasing toys

for their children.

Table No: 10 Brand of Purchase of Clothes and Shoes

Products Brands

Zero Fido Little Dorme Others Total

Infant Wear 34

(6.8) 118

(23.6) 158

(31.6) 118

(23.6) 72

(14.4) 500

(100.0)

Caps, Booties & Socks 24

(4.8)

117

(23.4)

160

(32.0)

115

(23.0)

84

(16.8)

500

(100.0)

Vests, Shorts, & Leggings, 37

(7.4)

107

(21.4)

161

(32.2)

108

(21.6)

87

(17.4)

500

(100.0)

Toddler Suits 41

(8.2)

118

(23.6)

159

(31.8)

107

(21.4)

75

(15.0)

500

(100.0)

Frocks 34

(6.8)

126

(25.2)

157

(31.4)

111

(22.2)

72

(14.4)

500

(100.0)

Napkins, Towels, Bath Robes. 28

(5.6)

117

(23.4)

164

(32.8)

109

(21.8)

82

(16.4)

500

(100.0)

Shoes And Sandals

26

(5.2)

121

(24.2)

168

(33.6)

107

(21.4)

78

(15.6)

500

(100.0)

Rain Wear 49

(9.8)

113

(22.6)

152

(30.4)

123

(24.6)

63

(12.6)

500

(100.0)



Paper ID: 13180202 ISSN: 2395-5929

Winter Wear 34

(6.8)

124

(24.8)

152

(30.4)

110

(22.0)

80

(16.0)

500


It is observed from the table 10 that majority of the respondents prefer Little brand while purchasing

clothes and shoes.

Table No:11Level of satisfaction regarding the various attributes relating to Diaper products.

S.No Attributes Pampers Huggies Mamypoko Pigeon Wipro Fairlin

1 Products 3.8 4.3 3.5 2.4 2.7 1.4

Rank 2 1 3 5 4 1

2 Price 4.1 4.8 3.3 2.3 2.5 3.1

Rank 2 1 3 6 5 4

3 Quality 4.0 4.5 4.1 3.2 3.0 2.9

Rank 3 1 2 4 5 6

4 Service charge 3.9 4.0 3.1 3.4 2.8 2.4

Rank 2 1 4 3 5 6 Source: Primary Data

When analyzing the attributes pertaining to various brands relating to Diapering products, the different

brands which were taken in to account were viz., 1. Pampers 2. Huggies 3. Momypoko 4. Pigeon 5. Wipro 6.

Fairlin. From the analysis it could be understood that The Brand Huggies has been ranked as I, followed by

pampers and other brands.

Table No:12 Level of satisfaction regarding the various attributes relating to New mom essentials

S.No Attributes Fairlin Avent Naby Medela Pigeon Tommee

1 Products 4.0 3.8 3.5 4.3 2.8 3.4

Rank 2 3 4 1 6 5

2 Price 3.9 3.2 4.0 4.1 3.2 3.6

Rank 3 5 2 1 5 4

3 Quality 3.5 3.9 4.3 3.2 3.5 3.1

Rank 3 2 1 4 3 5

4 Warranty period 3.2 3.1 3.3 3.0 2.3 3.4

Rank 2 4 3 5 6 1

5 After sales service 4.1 3.4 4.3 3.5 2.9 2.8

Rank 2 4 1 3 5 6

6 Service charge 3.8 3.3 3.7 3.2 3.1 3.0

Rank 1 3 2 4 5 6


When analyzing the attributes pertaining to New mom Essentials, the different brands were taken into

account were viz., Fairlin, Avent, Naby, Medela, Pigeon, TommeeTippee. When analyzing the attribute of

products, the Ist rank was ranked by the brand Medela, and followed by Fairlin.

Table No: 13 Level of satisfaction regarding the various attributes relating to Bath and skin care products

S.No Attributes Johnson Himalaya Pigeon Barbie Chicco Fairlin Tolly

1 Products 4.9 4.8 3.4 3.5 3.8 3.2 3.6

Rank 1 2 5 7 3 6 4

2 Price 4.8 4.2 3.3 3.8 2.9 3.0 3.3

Rank 1 2 4 3 6 5 4

3 Quality 4.7 4.0 4.1 4.0 3.1 3.1 3.0

Rank 1 3 2 3 4 4 5

4 Warranty

period

4.5 4.1 4.0 3.2 3.0 2.9 3.2

Rank 1 2 3 4 5 6 4



Paper ID: 13180202 ISSN: 2395-5929

5 After sales

service

4.3 4.3 4.2 3.0 2.5 2.7 2.9

Rank 1 1 2 3 6 5 4

6 Service charge 4.0 4.4 3.8 3.1 2.8 2.5 2.7

Rank 2 1 3 4 5 7 6 Source: Primary Data

When analyzing the brands of bath and skin care products, the various brands which were taken into

account were viz., Johnson, Himalaya, Pigeon, Barbie, Chicco, Fairlin, Tolly . When analyzing the attribute the

product the Ist rank was bagged by Johnson, and followed by the Himalayas.

Table No: 14 Level of satisfaction regarding the various attributes relating to Health and safety

S.No Attributes Pigeon Tolly joy Fairlin Nuby MeeMee

1 Products 3.5 3.8 3.2 2.5 2.9

Rank 2 1 3 5 4

2 Price 3.8 4.1 3.0 3.3 3.1

Rank 2 1 5 3 4

3 Quality 4.0 4.2 3.3 3.0 2.5

Rank 2 1 3 4 5

4 Warranty period 4.1 4.0 3.9 2.9 2.3

Rank 1 2 3 3 4

5 After sales service 3.7 3.3 3.1 3.1 3.0

Rank 1 2 3 3 4

6 Service charge 3.2 3.0 2.9 2.8 2.5

Rank 1 2 3 4 5 Source: Primary Data

While analyzing the various attributes of Health and Safety products the various brands were taken into

account were viz., Pigeon, Tolly Joy, Fairlin, Nuby ,MeeMee. While taking into account the attributes viz.,

Products, Price, and Quality the first and second rank were secured by the brand Tolly Joy Pigeon,. When

considering the other attributes viz., Warranty period, After sales service, and Service charge were taken into

account the brand Pigeon and Tolly joy has been ranked as I and II.

Table No: 15 Level of satisfaction regarding the various attributes relating to Toy products

S.No Attributes Funskool

Fisher

price

Leap

Frog Barbie Frank Zapak Disney

1 Products 4.8 3.5 3.0 4.9 2.5 2.0 4.0

Rank 2 4 5 1 6 7 3

2 Price 4.0 2.8 3.3 3.5 3.0 3.1 4.1

Rank 2 7 3 5 6 4 1

3 Quality 4.1 3.3 3.9 3.9 3.4 3.3 4.4

Rank 2 5 3 3 4 5 1

4 Warranty period 4.2 3.0 3.1 3.2 3.6 3.4 3.9

Rank 1 7 6 5 3 4 2

5 After sales

service

3.5 3.4 3.3 3.0 3.1 3.2 3.0

Rank 1 2 3 6 4 5 6

6 Service charge 3.0 3.8 2.9 3.3 2.9 3.0 3.1

Rank 5 1 6 3 6 4 2 Source: Primary Data



Paper ID: 13180202 ISSN: 2395-5929

When analyzing the attributes of Toy products, the brands which were taken in to account were viz.,

Funskool, Fisher price, Leap frog, Barbie, Frank, Zapak, Disney. When analyzing the attribute Products, the first

and second rank were bagged by Barbie, Funskool.

Table No: 16 Level of satisfaction regarding the various attributes relating to Clothes and shoes

S.No Attributes Zero FIDO Little Dorme

1 Products 3.9 4.0 4.5 3.8

Rank 3 2 1 4

2 Price 3.0 4.2 3.8 2.8

Rank 3 1 2 4

3 Quality 3.8 4.4 4.3 3.3

Rank 3 1 2 4

4 Warranty period 4.0 4.1 3.9 3.0

Rank 2 1 3 4

5 After sales service 3.3 3.9 3.0 2.9

Rank 2 1 3 4

6 Service charge 3.0 3.2 3.4 3.0

Rank 3 2 1 3 Source: Primary Data

When analyzing the various attributes for the products Clothes and shoes, the brands which were taken into

account were viz., Zero FIDO, Little, Dorme. When considering the attribute product, the brand Little has been

ranked as I, and FIDO has been followed with II rank. When analyzing the attribute Price, Quality, Warranty period,

Aftersales service, the brands FIDO, Little has been ranked as I, II.

VII. FINDINGS

The research was descriptive in nature. The

findings were presented with a major share of

percentage.

Personal Profile:

• A majority of ie.,34 percent of women

belong to the age category of less than 25 years.And

40 percent ofmothers had professional education, a

35.2 percent ofmothers had engaged in other forms of

occupation viz, privately employed, sales personnel

and salaried. 35.4 percent of the respondents have 4

and more children in their family. And it was

interesting to note that a 61 percent of them are in the

joint family system.

Awareness:

• The baby products have a great potential in

the market. Out of the various products concerned,

The Diapering products had a greater awareness

among the mothers. When considering the source of

awareness among the mothers, the

Dealers/Representatives, and Advertisements had

been on a great mean of the source. Television media

had a greater impact on the Kids products which has

given source of knowledge and motivation and great

means of importance to the mothers.

Brand Purchase:

• When considering the Baby diapers ,

mothers prefer Pampers brand and Huggiesbrand.

When considering Baby wipes, they prefer to have

Pampers brand and Huggies brand. In the category of

Cloth diapers/nappies, Pampers brand and Huggies

were mostly prefered. When taking into account the

products of diaper rash creams, mothers prefer to

have pampers brand. Under the category of Diaper

bag, mothers prefer to have pampers brand, and

Huggies. When considering the potty training

products, they prefer to have Pampers brand and

Fairlin brand.

• The mothers prefer Johnson, Barbie, and

Tolly Joy brands for the bathing accessories.



Paper ID: 13180202 ISSN: 2395-5929

Johnson, Barbie, Fairlin brands of the products

purchased on the umbrella of Soaps, Shampoo, and

Body wash. When purchasing the products of Lotion

oils, powders, mothers prefer Johnson, Tolly Joy,

Fairlin brands. For purchasing cream and ointments

they prefer Johnson, Barbie, and Fairlin brands. For

the Grooming products they prefer Johnson, Tolly

Joy, and Barbie products.

• When taking into account of Health and

Safety products, Tolly joy, Nuby, Pigeon, Fairlin, and

MeeMee brands were preferred. The brands of Little,

Dorme, FIDO were popular among mothers when

purchasing clothes and shoes.

Level of satisfaction towards Purchase:

• The factors of price, quality, warranty, and

service factors with the age group, it was interesting

to note that the consumers are satisfied and those

respondents in age group less than 25 years were

highly concentrated towards the factors of warranty

and service and the consumer of other age groups

highly preferred the factors of price, quality followed

by other factors. When analyzing the factors with

respect to the educational qualification of the

consumers, it is clear and evident that those who do

not have formal education expect branded products to

be at an affordable price. The other set of women

consumers possessing educational qualifications want

maximum quality and a better service followed by

the other factors. In consideration to the family

income, those women consumers whose family

income was less than

• Rs.10, 000 preferred to have quality

products with maximum years of warranty followed

by affordable price. The consumers of other family

income groups have a strong liking towards the

factors of price and quality and other factors. While

observing the occupational status, professional

women consumers concentrate on price factor to the

maximum level. Those in business preferred the

factor of quality and service, and other occupation

holders preferred warranty and service factors to a

maximum during their purchase.

VIII. SUGGESTIONS

• The branded baby products have excellent

market opportunities in India and in other developing

countries, and they enjoy competitive advantage

world wide, so the branded companies should

concentrate on the technology and product adoption

towards potential markets.

• The price of the branded baby products

should match with the purchasing power of the

Indian buyers.

• The brand owners should adopt better

consumer motivation technique, as the consumers

prefer to keep premium brand. The manufacturer

should concentrate on exploring this opportunity.

• Brand influence

Unbranded products are least considered by the

consumers and the study revealed that brand has

influence on the purchase decision of consumers.

Branding facilitates the business to market their

products by helping the consumer to identify

products that might benefit them. Hence, the

manufacturer should understand the value and power

of brand so that confidence can be created in the

minds of the consumers.

• Reliability of advertisement:

The advertisement is not merely the means of

communication about the products but definite

strategy which attracts the consumer and also creates

confidence in the minds of the consumer’s about the

branded baby products and its features. The study

revealed that consumers feel the advertisements are

reliable only to a certain extent. Hence manufacturers



Paper ID: 13180202 ISSN: 2395-5929

of the branded products should consider this aspect

and all possible measures to ensure advertisements

are reliable.

• Quality

It is an undisputable fact that the quality aspects

play a predominant role in marketing of any product.

The study clearly indicates that consumers believe

that branding ensures quality. Hence the

manufacturers need to take proper steps and ensure

quality not only in manufacturing process but also in

the distribution process. Ensuring brand equity

becomes the foremost important factor in facilitating

the success of brand extension. The study revealed

that consumers agree to the statement that only

brands having strong equity can go for brand

extension.

• Dealers’ Role

The dealers play a significant role in the

establishment of brand equity and marketing of

products in brand extension. The dealers not only

mediates between producers and consumers, but act

as a facilitator for ensuring brand equity and enabling

brand extension .The manufacturer has to ascertain

the opinion of dealers periodically towards making

improvements or modification in the products. This

will help them to have better relationship with the

dealer and in turn will result in building better

relationship with their consumers.

IX. CONCLUSION

Branding has become so strong that today hardly

anything goes unbranded for the reason that branding

helps buyers in many ways. Brand name helps the

consumer to identify products that might benefit

them, and for familiarizing brand name

advertisements play key role. Brands also convey the

buyers something about the product quality. Buyer’s

who always buy the same brand know that they will

get same features, benefits, and quality each time

they buy. In this way, it is found that a powerful

brand has high brand equity to the extent that they

have higher brand loyalty, name awareness,

perceived quality, strong brand associations and other

assets such as patents, trademarks and channel

relationship.

The present day mother’s have a strong affluent

to the parental care of their children. The time and

amount which they proportionate on purchase of the

baby products has to ear mark the safety and

convenience of the products purchased.

The mother’s have a strong intention on

purchasing branded baby products which will

commute the tenderness, safety, healthy and other

aspects pertaining to the baby care.

X. REFERENCE

1. Chaunawalla.S.A., Copendium of Brand

Management Second Edition, Himalaya Publishing

House,2006,PP118,195.

2. Edwards J. R. (2001), Multidimensional

Constructs in Organizational Behavior Research: An

Integrative Analytical Framework, Organizational

Research Methods, 4 (2), 144-192.

3. Edwards J. R. and Bagozzi R. P. (2000), On

the Nature and Direction of Relationships Between

Constructs and Measures, Psychological Methods, 5

(2), 155-174.

4. Jean.Noelkapferer, Creating and Sustaining

Brand Equality long term, The New Strategic Brand

Management, KoganPage Pvt.Ltd, 2004, P.16.

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