MANAV RACHNA INTERNATIONAL UNIVERSITY

Changing Consumer Buying Behavior of Baby Care Products: Trend Analytic Study

Synopsis

Submitted in partial fulfillment of the requirement for the Doctorate Degree in Management

By

NEHA WADHAWAN

(13/PhD/32)

Under the Supervision of

Dr. AMIT SETH(Professor, Faculty of Commerce and Business Studies)

Manav Rachna International University,

Faridabad(Haryana)

Faculty of Management Studies

MANAV RACHNA INTERNATIONAL UNIVERSITY,FARIDABAD, HARYANA

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CERTIFICATE

This is to certify that the short synopsis entitled “Changing Consumer Buying Behaviour

of Baby Care Products: Trend Analytic Study” by NehaWadhawan, submitted in

fulfillment of the requirement for the Degree of Doctorate of Philosophy in Management

under Faculty Of Management Studies of ManavRachna International University

Faridabad during the academic year 2017 is a bonafide record of work carried out under my

guidance and supervision.

Dr. Amit Seth (Supervisor)

Professor

Faculty of Commerce and Business Studies

ManavRachna International University

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TABLE OF CONTENTS

S.No. TOPICS Page.No.

1 Abstract 4

2 Introduction 5

3 Literature Review 9

4 Research Gap 13

5 Objectives of the study 14

6 Hypothesis of study 15

7 Research Methodology 16

8 Limitations 17

9 References 18

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ABSTRACT

New opportunities and challenges would be experienced by retailers due to emerging

importance of in-store technological solutions and tech-savvy consumers using more of smart

devices and social networks. Changes have been brought to the retail environment which has

affected not only retailers but also product suppliers and consumers. Retail industry is

undergoing a drift from traditional retailing to omni-channel or multichannel retailing.

Perceiving and understanding all things, customers are using their own data and experience to

guide their own future experiences. The deployment of technology in retail has further

narrowed the traditional online and physical dichotomy. The focus is diverting from use of

channels to the interaction between customer and brand.

Though very challenging, yet it is important to have an understanding of buying behaviour of

consumers so as to know what they do (or don’t do) and the reasons behind.

Since, every human being is different from another it is not possible to relate basic rules of

consumer buying behaviour with buying decisions of all buyers.

The focus of the study will be to discover the gradual change proliferating in consumers’

buying behaviour from traditional physical outlets to online shopping, using internet as a

medium, particularly for baby care products.

The objective of the study revolves around having an understanding of the mode of buying,

affect of technology on buying decisions and to dig on the factors influencing change in

buying behaviour of consumers along with their most preferred mode of payment.

[Key words: Consumer buying behaviour, retailing, tech-savvy, interaction, internet,

payment.]

INTRODUCTION4

With the technological progression, more and more consumers are getting tech-savvy and are

trying to introduce their technological experience in most of their daily operations.

One of the major concerns of consumers has always been shopping.Shopping is no more a

need based activity nowadays. People do it for fun, experience and outing. Technology is

providing good opportunities to both seller and to the consumer to reach each other in more

faster, convenient and economic way.

Many people are opting for online shopping nowadays. In fact, the industry is exploding with

years, due to the potential benefits it is proving to the consumers. But at the same time,

buying products from traditional brick and mortar stores is still continuing. Some people are

sticking to this traditional mode of shopping and they have their own reasons connected to it.

Traditional shopping enables consumers to examine and feel the product before they

exchange the ownership of productsand money. There are people infact who go for both

online and offline shopping experiences.

The study intends to discover how change is coming in the buying behavior of consumers

from traditional physical market to online shopping experience through internet with focus on

baby care products.

Consumer BuyingBehaviour

Before understanding this industry in depth, it is important to understand who is a consumer

and what does the word consumer behaviour means?

A consumer is referred to any person who purchases a good or a service for his end

consumption, from the products available in the market. A consumer buys a particular

product according to his need, taste and affordability. But a lot of other factors also have an

influence on the decision making of a buyer.

A consumer buying behaviour has evolved as a part of Consumer behaviour (an area of

study),which explains how a consumer behaves during a purchase?, what factors influence

him and how he goes through the various stages of buying process before purchasing a

product or service for his or her end consumption or use.

According to the researcher, Consumer buying behaviour refers the following:

Purchase behaviour of the consumer

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Use and role of technology while or before making a purchase

Mode of payment during the purchase.

Buying preferences (taking into consideration online or traditional retail formats)

Factors influencing buying decision.

Baby Care Market

“The term baby care may conjure up images of bibs and blankets, but the baby care market,

as defined by research company Euromonitor International, ranges all the way from products

for newborns to those aimed at children under 11 years old.”- www.CosmeticsBusiness.com,

article on Children’s market – doing it for the kids, 19-May-2011.

According to the researcher of the study, Baby care refers to the products which are necessary

for the hygiene and taking baby’s personal care.

For thepast few years, mothers have become more and more career oriented and leading a

very busy lifestyle. They don’t seem to compromise on any of their role. Therefore, in desire

to create a balance or to be a perfect mother, they are constantly looking for options which

could relieve them and at the same time prove to be better sources for their kids.

Baby products market is on a tremendous growth stage nowadays. Products available are

hitting the necessary needs as well as generating market driven needsamong new parents by

not only easing their role as new parents but also fulfilling basic necessities of new one in

best possible ways.

Global Baby Care Products Market

The overall baby care market comprises of baby personal care products like hair care, skin

care products, toiletries and baby convenience and safety products. Out of all these, baby skin

care and toiletries contribute maximum in elevating the market share and contributing

revenue to the overall global baby care products market and are expected to expand further.

The prime factors fuelling the growth of this segment include increase in the disposable

income of people, increase in birth rate particularly in developing countries, rise in personal

care and health care expenditure, increase in female workforce, more awareness among

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consumers about sanitation and hygiene, improvement in lifestyle and consumption patterns

and many other factors related to urbanization.

However some of the factors posing challenges for the baby care market players are:

a. Strict regulations on companies to incorporate and use environment friendly materials

in manufacturing baby products, particularly baby diapers.

b. Providing good quality, non-toxic and skin friendly products to the consumers.

c. Ensuring the easy availability of products at affordable price.

d. High product manufacturing, development and innovation cost leading to high pricing

of the products.

e. Huge expenditure on mandatory clinical trials and procedures to make sure that the

products are fit for humans.

f. New entrants are finding it difficult to penetrate the market and are facing high entry

barriers and challenges particularly in baby skin care products in comparison to baby

toiletries.

g. Huge investments required for Research and Development.

Some of the major players of the global baby care industry include Procter and Gamble,

Kimberly Clark corp., Avon, Avent, Johnson and Johnson, Aveeno, L’Oreal Paris, Pigeon,

Nivea, Natura, Oral B Laboratories Ltd., Unilver and others.

Europe, Middle East and Africa (EMEA) proves to be the major and largest markets of global

baby care industry and are expected to remain as leaders during the fore coming years. Asia

pacific comes on a second position as a largest market for these products.

The rise in economic development, change in the lifestyle of consumers due to increase in

disposable income, huge underpenetrated market and many other factors provide ample scope

for further expansion of this baby care products industry at global level.

Baby Care Market in India

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The estimated market size of baby products was around INR 15-25 billion in year 2012 and

online market for the products was around INR 1.0-1.2billion out of this. According to

experts, it is expected to boom and rise at the rate of 13.66% CAGR(Computed Annual

Growth Rate) in the years ahead. Whereas, the estimated growth in the number of babies of

age group 0-5 is up to 135 million by 2020.

Despite of uneven and unorganized nature of some of the baby care segments, like apparel,

toys and accessories, ethical nature is still prevailing in segments like skin care, Hair care and

food powered by few organized players.

Additionally, market is prevailing with huge demand and supply gap, creating scope for the

players to serve the segment better. The industry is also comingaccoss problems like scarcity

of raw material and risk from cheaper substitutes.

With the increase in the disposable income of average consumer base, adoption of organic

products, increased awareness of new and advance products, growing birth rate, increase in

tech-savvy consumers, modern retail concepts, increase in rate of working women, Indian

baby care market is getting powered up.

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REVIEW OF LITERATURE

“Indian consumer is changing- more connected than ever, more tech-savvy and better

equipped to benefit from an ever-changing market” – According to the research report of CII

and Nielson India (2012) titled ‘Emerging consumer demand: Rise of the small town Indian’.

Literature Review: Purchase behavior of consumers

Kanchan, Kumar, & Gupta(2015) analyzed that consumers are turning up more opportunistic

these days. They bend to accept changes and look for new and better benefits they can obtain

from online retailers. There is huge growth in online sales, but to grab full potential of online

medium, businesses need a better understanding of their potential consumers, their demands,

reasons to buy online and the strategies to convert physical buyer into online buyer

Singh, Katiyar & Verma (2014) discussed about the ability of the retail environment to

convert consumers into buyers. Their research studied the impact of store atmospherics and

store layout on consumers buying behavior.

Deliya & Parmar(2012) concluded thatconsumer buying behaviour is highly affected by the

packaging of the product and its various elements like packaging colour, image, packaging

material, type and design of wrapper, font style, creative and many others.

According to white paper report from Confederation of Indian Industries (CII) and Nielson

India, titled ‘Emerging consumer demand: Rise of the small town Indian’- (2012), the

consumption pattern of small town India is drastically changing. Number of factors like hike

in disposable income, increasing awareness among youth, their corresponding high

aspirations, whereas increase in urbanization and advancement are leading factors of this

development.

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According to the study of Sinha, Gokhle, & Thomas(2012), the different retail formats

including online retailing has affected the consumer buying behaviour .The diverse nature of

India, as a country is proving to be opportunistic to these retailers.

Consumer before doing any purchase undergo an extensive research process of gathering

information from numerous sources like family, friends and other channels of

communication. Retail is a growing sector in India and number of factors like price, product

features, brand, promotion, distribution channels, sales promotion techniques and other forms

of communication be a part of evaluation criteria. The focus of the study by researchers

Gupta &Mittal(2011) was more on consumer perception towards different retail formats

particularly in Haryana and NCR.

According to Melao (2008), electronic business in 1990s emerged as a core factor to

revolutionize the mode of interaction between customers, suppliers, retailers, employees and

other people of the organization.

Abel (2003) discussed in his paper through his research studies that there is a strong

association of systematic framework or mechanism of online services with human behaviour.

Therefore, innovation of e-commerce has greatly affected the buying behaviour of consumers

along with bringing change in market place.

Literature Review: Online shopping

Retailers Association of India- A.T. Kearney’s report on ‘Retail in the Era of connected

consumers’ (2016) is focused on the perspectives of Indian retailers and businesses who

want to move along with today’s tech-savvy consumers and understand their needs and create

winning strategies. The advanced connected retail and the intense shift in consumer’s

interface with retailers and businesses during their purchase decision is the result of digital

transformation. The study also discussed the steps to win in connected retail, along with key

capabilities.

Another reportof Gupta(2015) proclaimsthat females are more active in online shopping as

compared to males. Also youth generation between the age of 18 and 35, purchase more from

online sites, due to the evolution of technology in this group.

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Pant(2014) through his research articletalked about the growing online businesses and the

corresponding change in buying behaviour of consumers; his report says that nearly 70 % of

the buyers knows about their purchase decision and makes up their mind before buying

online through online research and 40 % in total admits that they prefer to search on online

medium as it assists in making correct purchase decisions. Therefore, businesses need to use

significant time and money, develop, design and maintain their webstore.

Kaur(2013) examined and evaluated factors related to online shopping and online consumer

behaviour and also put forward their influence in online buying behaviour of consumers.

Nielson Global shopping report (2012) ranked the factors like price (majorly affecting

factor), followed by health factors, transportation, packaging, nutrition and store services,

which could impact majorly the Grocery purchase choice. It also discussed some of the

inferences for marketers.

Jhamb& Kiran(2011) strategically analyzed the Indian retail industry by identifying the

factors which affect the growth of Indian retail market and conducting SWOT analysis. The

result portrayed that infrastructure, economic growth and transforming demographics of

consumers are major factors leading to organized retail in India. Whereas, location of store,

management style and employees’ emoluments further boost up the retail business.

Miller (2000) researched that products and services are majorly influenced by their type, for

internet shopping. H also elaborated the sources which could explain the nature of internet

shopping. Bulkeley & Carlton (2000) further reported their research that one time purchases

are more prevalent on internet and is mainly based on consumers’ shopping motivation, could

be convenience and so on.

Maignan& Luka(1997) in their research cited that financial risk could act as a bane to internet

shopping and internet security could become a major point of concern in transactions through

internet, Rowley(1999).

Literature Review: Baby Care market

Research report of Euromonitor titled,’Baby and child specific products in India (May 2016)

highlights that leading players of the market like ‘Johnson and Johnson’ and ‘Dabur India’

are generating sales drive by educating consumers and creating awareness about these

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products. The rise in growth is due to the growing affluent consumers in urban zones as well

as those penetrating the market. It has also listed number of factors leading to the growth in

demand, of baby products in India.

Kindarle (2015) in his market research report provides a comprehensive analysis of Indian

baby care market. It gives a highlight of the major market players and drivers of this industry

along with in-depth details of the products offered.

According to Nielson’s global baby care report, ‘OH, BABY! Trends in the Global Baby

Food and Diaper Markets’ (2015), covering 60 countries across Europe, Latin America, Asia

Pacific, Middle East, Africa, North America, the growth in diaper market is commendable in

developing markets. Even the penetration rate is also rising in developing markets. Asia

pacific leads the online purchasing queue in category of baby care products including toys,

clothes, diapers, food, bottles, baby skin care, strollers, baby car seat and baby rockers or

bouncers. Further, Infrastructural development, increase in tech-savvy consumers and high

internet penetration has fueled e-commerce in Asia,followed by economically viable delivery

modes.

Gyan Research Analytics in their report,’ Indian Baby Care Industry- Baby steps to growth’

(2014) says Indian baby care market is rising the ladder to become one of the fastest growing

baby care market of the world. Players of the market are attempting innovation and

development of the product at affordable price without compromising on quality and health

standards of the product.

Ken Research on‘Baby Care Market’(2014) through their report concluded that since 2008

till 2012 online baby care market in India showed a huge growth. The Indian market is

expected to touch new horizons due to the growing population and increase in expenditure on

baby care products by parents. The toiletries segment is contributed maximum in online

market, followed by baby apparels in year 2012.

Researcher Mikkelson(2012) in his report stated that the purpose of the study is to look for

reasons and factors influencing pregnant and new mothers to purchase various baby products

available in the market. It also focused on society’s view on the portrayal of ideal parents and

a mother’s feeling getting affected by to buy available baby products.

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Baby care products market size, share, development, growth and demand forecast to 2020’,

revealed that global baby care market is highly segmented due to various product lines and

variations under them. New entrants are finding difficulty in entry and existing are finding

challenging to work due to stringent manufacturing related regulations, high cost of product

development, research and development and clinical trials.

Senior honors thesis report of Daniels (2009) states that when it comes to buy the products

for the baby, parents evaluate many alternatives through their researches. They do this not

only because they are too much concerned about the safety of the child but since most of the

new parents have no idea about the differences in the products available in the market.

Silver (2007) talked in his article‘Practice prevention baby care products- learning and

developmental disabilities initiatives’, talks about the products of concern, ingredients of

concern, used in baby care products along with their health effects and possible alternatives.

Through research perception of consumers and buying behavior of retail in contrast to

branded baby care toiletry products was investigated. It revealed that respondents associate

higher quality and low risk perception towards manufacturer – branded baby care products in

comparison to retail- brand baby care products.

RESEARCH GAP

With the given concepts and historical background of baby care industry, the present study

intends to stress on the various factors influencing drift in buying behaviour of consumers.

The study of literature expresses the gap of academic research in buying behaviour of

consumers of India, particularly related to baby care industry. Though researches exist on

several other fronts, but an integrated view of the same is missing. It has been observed that

none of the existing research work mentioned above have focus on change in buying

behaviour of consumers (particularly in India) from traditional to online shopping of baby

care products, as most of the studies have been conducted on consumer buying behaviour or

baby products in general. This constitutes a research gap and created a spark of motivation to

research in this line.

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OBJECTIVES

On the bases of statistical researches, it has been reported that birth rates in western countries

are declining. Particularly if we talk about United States, there shows a decline in the birth

rate from 16.7 per thousand people in 1990 to 13 per thousand in 2010. Despite of this

reduction in birthrates in the country, the global baby care industry is experiencing a rise. The

market in year 2011 was nearly 44.7 billion U.S. dollars and the sale is expected to rise up to

66.8 billion U.S. dollars by year 2017. Some of the leading brands include Proctor and

Gamble’s ‘Pampers’ brand, Kimberly-Clark’s ‘Huggies’ brand and Johnson & Johnson.The

estimated market size of baby products in India was around INR 15-25 billion in year 2012

and is expected to rise 13.66% CAGR (Computed Annual Growth Rate) in the years ahead.

Online medium plays a significant role in rise of this sector. Online sales of baby care

products in India were worth $100 million in 2014 and further it is expected to riseup to $

500 million by 2017.

As per the researches done on baby care industry, not much consumer centric academic

research has been done till now, with much focus on drift from traditional to online retail

mediums, particularly in India. Though few research publications highlighting some of the

micro aspects of this industry could be found.  Most of the research is industry analytical

study from business point of view. 

If we take into consideration global research, lot of in-depth research has already been done,

which again creates a gap and scope for research of this industry particularly in India. The

research would be related to examining buying preferences of consumers, factors influencing

change in buying preferences, affect of technology on consumer buying decisions and to

determine the most preferred mode of online payment used by consumers, as not much

research has been done in this area.

The industry of baby care products is highly fragmented with wide width and huge depth of

product lines including skin care, health care, bath care, toiletries, feeding and nursing, baby

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beauty and accessories, baby gear etc. The study intends to understand the changing buying

behaviour of consumers with online shopping particularly in baby care industry.

The present study to be conducted with following objectives in mind:

a. To examine the changing buying preference of consumers from traditional retail

stores to online retail stores.

b. To understand the key factors that influence shift in buying preferences of consumers

from traditional to online shopping with respect to Baby care products.

c. To understand how technology is affecting consumer buying decisions.

d. To determine the most preferred mode of payment used by consumers.

e. To determine future trends based on this study, particularly related to baby care

industry.

HYPOTHESIS OF THE STUDY

HA 1. There is a change in the consumer buying preference from traditional to online retail.

HA 2: There is relationship between technology and consumer buying decisions.

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RESEARCH METHODOLOGY

A research design is a detailed framework of how an investigator will go about his

investigation. It typically includes data collection methods, means and

analysis, instruments to be employed, how the instruments will be used.

Research Design

A descriptive research will be majorly used in the study. A good description puts forward the

response of questions in mind of the researcher. A structured questionnaire would be used to

conduct a cross-sectional survey, out of which qualitative 500 respondent’s data will be used.

Sources of Data

Both primary and secondary data will be collected to validate and verify the objectives of the

study. A questionnaire would be designed and used to collect information on the desired

research and for verification of objectives and hypothesis testing. Whereas secondary data

from various published materials like Journals, newspapers, internet, company’s research

reports, books, magazines, publications and libraries, will be collected.

Research Method

Survey will be conducted as a primary data collection technique to fulfil the primary intention

of the researcher to collect data and analyze it.

Sample

Respondents can be of both genders (Male or Female) of different age group, income level,

who have made purchase or have been the buying decision maker of baby care products for

past five years. Specific and relevant qualitative data of 500 respondents will be taken.

Sample Design

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Non-probability technique will be adopted. Convenience and judgement sampling methods

will be used for selecting sample from cities and towns coming under Delhi and National

Capital Region and representing the required population type.

Data Analysis

The collection of data would be followed by data analysis and interpretation phase. Results

will be given based on this generating further discussions and conclusions. As per the

demand of data being analyzed, appropriate statistical tools will be used.

LIMITATIONS OF THE STUDY

The study has certain limitations:

a. The study is restricted only to a specific region of Delhi & National Capital Region.

(NCR).

b. There is limitation of time to complete the study.

c. The study does not take into consideration the Wholesale Cash & Carry business

format.

d. There was shortage of financial resources to conduct the research on a broader scale.

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