A STUDY ON SATISFACTION AND AWARENESS TOWARDS … · • Henry Garrett’s Ranking Technique VI....
Transcript of A STUDY ON SATISFACTION AND AWARENESS TOWARDS … · • Henry Garrett’s Ranking Technique VI....
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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
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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
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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
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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)
Source: Primary Data
It is observed from the table 3 that majority of the respondents have got awareness through advertisements
for all kinds of baby products.
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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)
Source: Primary Data
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)
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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
(100.0) Source: Primary Data
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
(100.0) Source: Primary Data
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
(100.0) Source: Primary Data
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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)
Source: Primary Data
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)
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Winter Wear 34
(6.8)
124
(24.8)
152
(30.4)
110
(22.0)
80
(16.0)
500
(100.0) Source: Primary Data
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
Source: Primary Data
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
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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
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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.
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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
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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.