“A STUDY ON CONSUMER PREFERENCE TOWARDS BABY

“A STUDY ON CONSUMER PREFERENCE TOWARDS BABY

SKIN CARE PRODUCTS” (WITH SPECIAL REFERENCE TO 7th

WARD OF MALA PANCHAYATH)

Project Report submitted to

UNIVERSITY OF CALICUT

In partial fulfillment of the requirement for the award of the degree of

BACHELOR OF COMMERCE

Submitted by

SANIKA M.S

(CCASBCM104)

Under the supervision of

Mr. ASLAM P.S

DEPARTMENT OF COMMERCE

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

MARCH 2021

CHRIST COLLEGE (AUTONOMOUS), IRINJALAKUDA

UNIVERSITY OF CALICUT

DEPARTMENT OF COMMERCE

CERTIFICATE

This is to certify that the project report entitled “A STUDY ON CONSUMER

PREFERENCE TOWARDS BABY SKIN CARE PRODUCTS (WITH

SPECIAL REFERENCE TO 7th WARD OF MALA PANCHAYATH)” is a

bonafide record of project done by SANIKA M.S Reg. No.CCASBCM104,

under my guidance and supervision in partial fulfillment of the requirement for the

award of the degree of BACHELOR OF COMMERCE and it has not previously

formed the basis for any Degree, Diploma and Associateship or Fellowship.

Prof. K.J. JOSEPH Mr. ASLAM P.S

Co-ordinator Project Guide

DECLARATION

I, SANIKA M.S, hereby declare that the project work entitled “A STUDY

ON CONSUMER PREFERENCE TOWARDS BABY SKIN CARE

PRODUCTS (WITH SPECIAL REFERENCE TO 7th WARD OF MALA

PANCHAYATH) is a record of independent and bonafide project work carried out

by me under the supervision and guidance of Mr. ASLAM P.S, Assistant

Professor, Department of Commerce, Christ College, Irinjalakuda.

The information and data given in the report is authentic to the best of my

knowledge. The report has not been previously submitted for the award of any

Degree, Diploma, Associateship or other similar title of any other university or

institute.

Place: Irinjalakuda SANIKA M.S

Date: CCASBCM104

ACKNOWLEDGEMENT

I would like to take the opportunity to express my sincere gratitude to all people

who have helped me with sound advice and able guidance.

Above all, I express my eternal gratitude to the Lord Almighty under whose divine

guidance; I have been able to complete this work successfully.

I would like to express my sincere gratitude to Rev.Dr. Jolly Andrews, Principal-

in-Charge, Christ college Irinjalakuda for providing various facilities.

I am thankful to Prof. K.J. JOSEPH, Co-ordinator of B.Com (Finance), for

providing proper help and encouragement in the preparation of this report.

I am thankful to Mr. LIPIN RAJ, Class teacher for his cordial support, valuable

information and guidance, which helped me in completing this task through

various stages.

I express my sincere gratitude to Mr. ASLAM P.S, Assistant Professor, whose

guidance and support throughout the training period helped me to complete this

work successfully.

I would like to express my gratitude to all the faculties of the Department for their

interest and cooperation in this regard.

I extend my hearty gratitude to the librarian and other library staffs of my college

for their wholehearted cooperation.

I express my sincere thanks to my friends and family for their support in

completing this report successfully.

TABLES OF CONTENTS

CHAPTER NO. CONTENTS PAGE NO:

LIST OF TABLES

LIST OF FIGURES

CHAPTER 1 INTRODUCTION 1 – 4

CHAPTER 2 REVIEW OF LITERATURE 5 – 7

CHAPTER 3 THEROECTICAL FRAME

WORK 8 – 16

CHAPTER 4 DATA ANALYSIS AND

INTERPRETATION 17 – 39

CHAPTER 5 FINDINGS, SUGGESTIONS &

CONCLUSION 40 – 42

BIBLIOGRAPHY

ANNEXURE

LIST OF TABLES

TABLE

NO: TITLE

PAGE

NO:

4.1 Age wise classification of respondents 17

4.2 Gender wise classification of respondents 18

4.3 Occupation wise classification of respondents 19

4.4 Educational Qualification wise classification of respondents 20

4.5 Monthly income wise classification of respondents 21

4.6 Users of baby skin care products 22

4.7 Brand loyalty of respondents 23

4.8 Brand preference of the respondents 24

4.9 Source of information about baby skin care products 25

4.10 Factors influenced respondents to buy baby skin care products 26

4.11 Side effects of using baby skin care products 27

4.12 Frequency of buying of baby skin care products 28

4.13 Types of baby skin care products respondent used for their

babies 29

4.14 Purchasing source of baby skin care products 30

4.15 Spending behavior of respondents on natural organic baby

skin care products 31

4.16 Types of ingredients respondents want in baby skin care

products

32

4.17 Satisfaction of respondents on their current baby skin care

products 33

4.18 Degree of recommendation of baby skin care brand to

friends/relatives 34

4.19 Readiness to switch the brand 35

4.20 Impact of advertisement on baby skin care products 36

4.21 Respondents opinion about attractiveness of packaging 37

4.22 Changes expected by the respondents to baby skin care

products 38

4.23 Rating of respondents of their current baby skin care products

out of 5 39

LIST OF CHARTS

FIGURE

NO TITLE

PAGE

NO

4.1 Age wise classification of respondents 17

4.2 Gender wise classification of respondents 18

4.3 Occupation wise classification of respondents 19

4.4 Educational Qualification wise classification of respondents 20

4.5 Monthly income wise classification of respondents 21

4.6 Users of baby skin care products 22

4.7 Brand loyalty of respondents 23

4.8 Brand preference of the respondents 24

4.9 Source of information about baby skin care products 25

4.10 Factors influenced respondents to buy baby skin care products 26

4.11 Side effects of using baby skin care products 27

4.12 Frequency of buying of baby skin care products 28

4.13 Types of baby skin care products respondent used for their

babies 29

4.14 Purchasing source of baby skin care products 30

4.15 Spending behavior of respondents on natural organic baby

skin care products 31

4.16 Types of ingredients respondents want in baby skin care

products

32

4.17 Satisfaction of respondents on their current baby skin care

products 33

4.18 Degree of recommendation of baby skin care brand to

friends/relatives 34

4.19 Readiness to switch the brand 35

4.20 Impact of advertisement on baby skin care products 36

4.21 Respondents opinion about attractiveness of packaging 37

4.22 Changes expected by the respondents to baby skin care

products 38

4.23 Rating of respondents of their current baby skin care products

out of 5 39

1

CHAPTER I

INTRODUCTION

2

1.1 Introduction

A consumer is an individual who purchase or has the capacity to

purchase goods and services offered for sale by marketing institutions in

order to satisfy personal or household need, wants or desire. According to

a statement made by Mahatma Gandhi, “A consumer is the most

important visitors or our premises. He is not dependent on us. We are

dependent on him. He is not an outsider for our business. He is part of it.

We are not doing him a favor by giving as an opportunity to do so. So

consumer is like the blood of our business and also a satisfied consumer is

a word of mouth advertisement of a product or services.”

Baby skin care products which used for maintaining the baby skin from

all skin diseases. It is a safety care products for a baby skin. There are

several products which are relatively important for proper care of baby. It

includes baby powder, soap, cream, oil and wipes etc. These are wide

range of brands offering baby skin care products. It includes Johnson &

Johnson, Himalaya, Sebamed, Mother care, Pigeon, MeeMee, etc. Baby

care products industrycomprises of segments which address various basic

needs of a baby in day to day life. Any product that promises to meet the

demand for taking care of an infant, generally between 0-5 years of age

falls under this industry. Typical segments of this industry are skin care,

baby food, toiletries, apparels and footwear, toys, baby convenience and

safety products etc.

So now a day’s the demand of baby skin care products are increased with

the increase in demand of baby skin care product. A few numbers of

companies which have found their base in the market are Johnson’s baby ,

Himalaya , Chicco , Sebamed , Libero etc. Each of these brands produce

various products such as soap , shampoo , cream , no tear shampoo , oil

and no tear soap etc. Parents prefer these products to ensure maximum

care for their babies.

3

1.2 Statement of the problem

The study made an attempt to analyze the various aspects regarding the

consumer brand preference towards baby skin care products. Factors

which influencing the buying decisions of baby skin care products and

consumer satisfaction towards baby skin care products in Mala

Panchayath, ThrissurDistrict.

1.3 Scope of study

Now a day’s parents are very conscious about the skin care of babies and

they are willing to spend a lot of money for baby skin care products. But

earlier it was not like that. Now there are varieties of baby skin care

products available in market. The purpose of study is to analyses the

consumer preference towards baby skin care products. The study mainly

focuses on 7th ward of Mala Panchayath.

1.4 Objectives of the study

1) To determine the demographic details of respondents.

2) To identify the factors which influence the buying decision of

baby skincare products.

3) To understand the consumer preference towards various brand of

baby skincare products.

4) To understand the consumer satisfaction towards baby skin care

products.

1.5 Research design

1.5.1 Nature of study

Describe cum analytical in nature.

4

1.5.2 Sources of data

The primary data are collected from the consumer of baby skin care

products from questionnaire. Secondary data is collected from books

and internet.

1.6 Sample design

1.6.1 Nature of data

Here the population is consumers of baby skin care products o f 7th

ward of Mala Panchayath. Therefore population is infinite.

1.6.2 Method of sampling

Snowball sampling method is adopted for this study.

1.6.3 Size of sample

The sample size for the taken study is 50 consumers of different baby

skin care products.

1.7 Tool for analysis

The tools used for analysis is percentage analysis. Analyzed data are

presentedwith the help of tables and charts.

1.8 Limitations of the study

➢ Personal biases of the respondent may affect the study.

➢ The study limited to the parents and children of Mala

Panchayath and therefore findings of the study cannot be

expected to other areas.

5

1.9 Chapterization

➢ Chapter 1: This chapter deals with nature and importance of the

study. The objectives of the study, scope of the study, limitations

of the study and chapter scheme are presented hereby.

➢ Chapter 2: This chapter deals with reviews available literature

related to this study.

➢ Chapter 3: This chapter deals with origin of the baby products

and somekey players and so on.

➢ Chapter 4: This chapter includes analysis and interpretation of

consumer’s preference , satisfaction towards baby skin care

products.

➢ Chapter 5: The last chapter gives the summary of the findings ,

suggestions and conclusions resulting from the study.

6

CHAPTER II

REVIEW OF LITERATURE

7

2.1 Introduction

Review of literature is a very significant and essential part of research. It

helps the research. It helps the research to gain a wider deeper

understanding of the area of study. It also guides the researcher in

planning the study by including various aspects that have to be decided.

Yeom acha (2014) , ‘studies baby care production both in price and

quantity’. Therefore it is immensely necessary for both products and

dealers to see that competitive efficiency of products kept high. Producers

have to act on production , pricing , promotion , and distributions

according to consumer preference dealers have got the responsibility in

this direction in the promotion and distribution in their areas. Regular

market research will help in ascertaining the preference and acting

accordingly in the field of production, distribution etc. Consumer

orientation of marketing is immensely necessary for creating and

maintaining the brand image in the minds.

Bernard Oyale (2012) , ‘studies that baby accessory products are

selected through the brand perception and brand equality’. The study

explored communication tools. The study was focused on baby accessory

products in order to realize what mothers think conceive and learn upon

brand. The researcher's result showed that brand perception of mothers for

baby accessory products is different when considered by marketing

communication programs.

P.K Khicha (2012) , studied that baby accessory products are selected

through the brand perception and brand equity. He studied the brand

theory , brand equity , and brand perception. The study explored how to

create brand perception and brand equity by using different marketing

communication tools.

Sloan and pal (2011) , did a study of baby care products in the market in

the US. The company will launch the shave baby care line of lotions and

8

other products for babies. An estimated $20 million marketing and

advertising campaign will support the product launch. Besides shampoos,

powders, lotions,oil, and baby bath the line will include baby wipes.

Abdhullah bin junaid (2011) , studies the consumption pattern of the

baby careproducts among parents in Delhi. He inspected that the purpose

of using a babyskin care product is not affected by the age groups; the

place of buying skincare products has no significance with the income of

a person and cosmetic consumers. Income doesn’t play any role while

choosing a brand.

Daniels and Jane (2009) , studies the marketing strategies with the baby

product industry. The study of the baby product market can be very

congested with many different brands depending on the product and it can

be hard for a consumer to distinguish between the multiple brands.

Markets need to assist consumers through the distraction of all the various

brands and lead the consumers to their particular brand.

Andrew S. Nyangau (2008) , investigates the effect of different

marketing communication programs towards brand perception and brand

equity. The study was focused on baby accessory products in order to

realize what mothers think , conceive and learn upon brands. The

researcher's result showed that brand perception of mothers for baby

accessory products is different when considered by marketing

communication programs.

Erzsebet and Zoltan (2007) , according to them both the qualitative and

quantitative research showed that respondents adopted similar risk

reduction strategies in their purchase of baby care products. This research

investigated consumer perceptions and buying behavior of baby care

products. The results of the primary research showed that consumer’s

needs were satisfied with the product in terms of reliability and

performance and packaging.

9

Bittan and Christine (2003) , revealed that Johnson and Johnson will

launch skin care product that are aimed at baby boomers in the U.S as of

January 2 2003. Information on the two sub brands under the Neutrogena

line products. Update on the product launchers from Procter and gamble

(p&g) Unilever and L'Oreal to address the competition for skin care

products in the J.S. market. Comparison between the sales of P&G

Neutrogena in the overall total value of the budget allotted by Johnson

and Johnson on media, for the Neutrogena Franchise in 2002.

Febrina fitriyanti tambunan (2003) , the study reveals that address

various perception towards baby formula it is recommended that health

and nutrition practitioners become more activity involved with the

training of health professionals to engaged more with media primary care

level and in turn encourage health professional to engage more with

media sources.

10

CHAPTER III

THEORETICAL FRAMEWORK

11

3.1 Introduction

Baby skin care products are those products which are used for maintaining

the baby’s skin as smooth and moisturized. These products help to

keep baby’s skin from all skin diseases. It is a safety care product for the

baby skin. There are several products , which are relatively important for

proper care of babies. It includes baby powder , soap , cream , oil , wipes

etc. There are a wide range of brands offering baby skincare products. It

includes Johnson & Johnson , Himalaya , Wipro , Sebamed , Libero etc.

3.2 History

The history of baby skin care of products is not as well described and

detailed as that of adult cleansing and protecting products. The main

reason for this may be the fact that the importance of taking special care

for a baby's skin was not recognized and understood for a long time.

Until the late 19th centenary, the main cleansing aids were handmade

soap made of facts and Iye. Later on , synthetic bars based on synthetic

detergent were introduced to the market. Proctor and gamble started to sell

pure bar soaps for babies in the last 19th century; however the same

products were used to clean dishes and cloth as well. Johnson &Johnson

launched maternity kits in the 1890s. These kits included Johnson’s baby

powder which was the first and very successful item of the company's

baby care line. Baby powders were popular for a long time for providing a

dry environment to the diaper zone. In the 1950s, Johnson’s baby shampoo

was the first specially formulated product to be as mild to a baby’s eye

as pure water. The product, known by its famous claim “No More Tears”,

is still available on the market , specially formulated for babies ‘delicate

skin and sensitive eyes’.

12

3.3 Origin of the product

The earliest baby powder was in a metal tin with an orange and white

label , which stated it was “For Toilet and Nursery”. Johnson’s baby

powder, with its instantly recognizable scent , became one of the most

familiar and trusted products in the world. This product , a result of

consumer interaction with the company and the other baby products that

followed became a part of the baby care routines of new parents , who

wrote in to Johnson & Johnson , happy to share their stories and happy

occasions. Parents delighted in sending photographs of their babies

holding the baby powder tins to the company, which reciprocated by

publishing the photos in its early newsletters.

3.3 Baby skin care product in India

Baby Care Market in India is highly fragmented and unorganized in the

apparel toys and accessories segment. But due to the ethical nature of the

segments like food , skin and hair care these segments are dominated by

organized players. The low penetration of the baby care sectors and less

number of organized players in the baby retailing segment which

contributes nearly 93% of the sector’s revenue it can be said that the sector

is in a very nascent stage and it is likely to enter the Indian population.

The industry is facing a myriad of problems like scarcity of raw materials

and preference of people to cheaper substitutes. The industry expectant of

registering a remarkable growth on the account of increasing baby

populationin India, increase in disposable income of parents, change in

consumer habitsof parents and frugal innovation done to reduce the cost

of various baby care products in the Indian market. The sector can further

increase its growth in the rural market with a better distribution network.

13

Baby care products industry comprises segments which address various

basic needs of a baby in day to day life. Any product that promises to

meet the demand for taking care of an infant , generally between 0-5 years

of age , falls under this industry. Typical segments of this industry are

skin-care , hair care , baby food , toiletries (diapers and its accessories and

wipes) , apparels &footwear , toys , baby convenience and safety products

etc.

The top companies in the Baby care products market are Johnson &

Johnson , Kimberly Clark , Procter & Gamble and Unilever. Other

popular vendors are Aditya Birla group , Amul , Brevi, Chicco , Combi ,

Dabur , Dorel industries ,Emami , Fisher-price , Hasbro , Himalaya Drug

Company , infantino , Krauter Healthcare , Kiwi Baby , Lilliput , Mom

and Me , Marico , Mothercare , Nestle , Newell Rubbermaid , Peg Perego ,

Pristine Organics , Wipro , and Wockhardt etc.

Demographic factors play a crucial role in the development of the baby

care products market worldwide. Some of the key factors impacting

healthy growth of the baby care market include parents’ preference and

awareness about baby care products , growing consumer spending on

baby care products and more women entering the workforce , which is

driving the demand for alternatives of traditional baby care methods.

These factors in combination with growing numbers of research

demonstrations and the absolute need for hygiene and balanced care of

child’s health will continue to drive spending on baby care products.

3.4 Some key players of baby skin care products

3.4.1 Johnson & Johnson

Johnson & Johnson is an American multinational medical device,

pharmaceutical and consumer packaged goods manufacturer founded in

1886. It markets a variety of baby skin care products. It offers savings,

tips and advice for Johnson & Johnson products. Johnson & Johnson

14

ranked at the top of Harris Interactive’s National Corporate Reputation

Survey for seven consecutive years up to 2005, was ranked as the world’

most respected company by Barron’s magazine in 2008, and was the first

corporation awarded the Benjamin Franklin Award for public Diplomacy

by the US state department in 2005 for its funding of international

educational programs. The corporation includes some 250 subsidiary

companies with operations in over 57 countries and products sold in over

175 countries.

Product profile of Johnson & Johnson

● Johnson’s Baby Top to Toe wash

● Johnson’s Baby Cream

● Johnson’s Baby Soap

● Johnson’s Baby Wipes

● Johnson’s Baby Powder

● Johnson’s Baby Oil

● Johnson’s Baby Lotion

● Johnson’s Baby Shampoo

● Johnson’s Baby Bedtime Lotion

3.4.2 Himalaya

The Himalaya Drug company was founded in 1930 by M. Manal with a

clear vision to bring Ayurveda to society in a contemporary form and to

unravel the mystery behind the 5000 year old system of medicine. This

included referring to ancient Ayurvedic texts, selecting indigenous herbs

and subjecting theformulations to modern pharmacological, toxicological

and safety tests tocreate new drugs and therapies. It produces health care

products under the name Himalaya Herbal Healthcare whose products

include Ayurvedic ingredients. It is spread across locations in India, the

15

United States, the Middle East, Asia and Europe, while its products are

sold in 92 countries across the world.

Product profile of Himalaya

● Himalaya Baby Cream

● Himalaya Baby Lotion

● Himalaya Baby Powder

● Himalaya Nourishing Baby Oil

● Himalaya Gentle Baby Wipes

● Himalaya Gentle Baby Shampoo

● Himalaya Baby Soap

3.4.3 Libero

The brand Libero has its heritage in Sweden and was created or

established about thirty years ago. Libero also offers baby care products

ranging from Baby Wipes, Baby Soap to Baby Oil. Libero works

continuously for the development of new, sustainable products that are

always tested rigorously to ensure best quality products. Svenska

Cellulosa Aktiebolaget, SCA, is the company behind the Libero brand. It

holds a strong position when it comes to baby diapers and baby care

products and is the fourth biggest company globally within this

segment/category. Libero in India has a wide assortment that consist of

regular open diapers, pant Style diapers as well as baby care products like

baby wipes, baby lotion, baby oil, baby wash, baby powder and baby bar

soap.

Product Profile of Libero

● Libero Baby Soap

● Libero Baby Powder

● Libero Baby Oil

16

● Libero Baby Lotion

● Libero Baby Wipes

3.4.4 Wipro

Wipro limited incorporated on December 29, 1945, is a global

information technology (IT) services company. The company operates in

three segments: IT services business segment, IT product business

segment and consumer care and lighting business segment. The

company’s range of personal care products includes deodorants and

fragrances, hair care, bath and shower, skin care and other personal care

products. Its product line includes soaps and toiletries as well as body

products. Its umbrella brands include Santhoor, Chandhrika, Wipro active

and Wipro baby soft, a range of infant and child care products that

includes soap, talcum powder, oil, diapers and feeding bottles and

wellness products. Besides India, the business has significant presence in

Malaysia, Indonesia, Vietnam, China, Taiwan, Hong Kong and Middle

East.

Product Profile of Wipro

● WBS saffron & milk of Almond Soap

● WBS Tulsi and Almond Oil Soap

● WBS Powder

● WBS Baby Oil

● WBS Diapers

3.4.5 Sebamed

Sebamed is a German brand name of Sebapharma GmbH & Co. KG,

which manufactures medicinal skin care products. Sebamed was

established by Heinz Maurer in 1957. Since 1971 the sebamed products

have been exported to over 70 countries. Sebamed markets a variety of

baby skin care products. It includes baby creams, oils, lotions etc. Today

17

it trades all over the world and annual turnover is 100 million Euros.

Sebamed is a German brand of Sebapharma which manufactures medical

skin care products. It is a leading brand of medical skin care and soft

baby skin. The company has operated successfully as a competent,

innovative and performance oriented enterprise for tears now.

Product profile of Sebamed

● Sebamed Baby Massage oil

● Sebamed Baby Lotion

● Sebamed Baby Diaper Rash Cream

● Sebamed Baby Cream Extra Soft

● Sebamed Baby Shampoo

● Sebamed Baby wash Extra Soft

● Sebamed Baby cleansing Bar

3.4.6 Mother care

The company was founded by Selim Zilkha and Sir James Goldsmith in

1961. It was first listed on the London Stock Exchange in 1972.

Mothercare is a specialist retailer of products for mothers-to-be, babies

and children up to the age of eight. Mothercare opened its first store in

1961 in Kingston, Surrey. Initially the business focused on pushchairs.

Nursery furniture and maternity clothing, but it subsequently expanded its

range to include clothing for children up to the age of eight. It now offers

a wide range of maternity and children’s clothing, furniture and home

furnishings, bedding, feeding. They have a presence in 45 countries.

Product profile of Mothercare

● Mother care Baby Powder

● Mother care Baby Lotion

● Mother care Baby Shampoo

18

● Mother care Baby Oil

3.4.7 MeeMee

The MeeMee brand of Mother and Baby Care products was launched in

2006 and all MeeMee trademarks are registered and owned by Men Moms

Pvt. Ltd (earlier known as Mamta Baby Products Pvt. Ltd.). All the

MeeMee range of products are designed with great attention and care to

ensure best quality and optimum safety for mothers and their precious

babies, so as to enrich their first experiences together. MeeMee products

have been very well accepted by expecting and new mothers.

Product profile of MeeMee

● MeeMee Baby Oil

● MeeMee Baby Powder

● MeeMee Baby Lotion

● MeeMee Baby Shampoo

● MeeMee Baby Rash Cream

● MeeMee Baby Wellness Soap

● MeeMee Baby Wipes

3.4.8 Chicco

Chicco is an Italian baby care brand. This brand is one of the leading

names in baby care today. Their products are described as being free of

petroleum derivatives, color additives and alcohol. According to the label

99% of the ingredients are from natural origins and 10% are from organic

farming. Chicco is now in more than 120 countries over six continents.

Product profile of Chicco

● Chicco Baby Moments Soap

● Chicco Baby Moments No Tears Shampoo

19

● Chicco Baby Moments Talc Powder

● Chicco Baby Moments Body Lotion

● Chicco Baby Moments Sun Cream

20

CHAPTER IV

DATA ANALYSIS AND

INTERPRETATION

21

Table 4.1 shows the age wise classification of respondents

Age No. of respondents Percentage

Below2 5

15 30%

25-30 23 46%

30-35 9 18%

Above

35

3 6%

Total 50 100%

(Source: Primary data)

Figure 4.1 shows the age wise classification of respondents

From the above table 4.1 it is clear that , 30% of respondents are aged

below 25 , 46% of the respondents are aged between 25-30 , 18% of the

respondents are aged between 30-35 and 6% of the respondents are aged

above 35.

22

Table 4.2 shows the gender wise classification of respondents

Gender No. of respondents Percentage

Female 46 92%

Male 4 8%

Total 50 100%


Figure 4.2 shows the gender wise classification respondents

From the above table 4.2 it is understood that 92% of the respondents are

females and 8% of the respondents are male.

23

Table 4.3 shows the occupation of respondents

Occupation No. of respondents Percentage

Student 9 18%

House wife 19 38%

Government/Private

job 17 34%

Business 3 6%

Others 2 4%

Total 50 100%


Figure 4.3 shows the occupation of respondents

From the above table 4.3 it is clear that 18% of the respondents are

students , 38% of the respondents are housewives , 34% of the

respondents are government/private employees , 6% of the respondents

are doing business and 4% of the respondents are doing some other

occupation.

24

Table 4.4 shows the Educational qualification of respondents

Qualification No. of respondents Percentage

SSLC 3 6%

Higher Secondary 5 10%

Under

Graduate/Graduate

15 30%

Post Graduate 27 54%

Other 0 0%

Total 50 100%


Figure 4.4 shows the Educational qualification of respondents

From the above table 4.4 it reveals that 6% of the respondents have

completed their matriculation in SSLC , 10% of the respondents have

completed their matriculation in higher secondary , 30% of the

respondents have completed their matriculation in under

graduate/graduates and 54% of the respondents have completed their

matriculation in post-graduation.

25

Table 4.5 shows the monthly income of the respondents

Monthly

income

No. of

respondents

Percentage

Below 25000 30 60%

25001-60000 13 26%

60001-100000 4 8%

Above 100000 3 6%

Total 50 100%


Figure 4.5 shows the monthly income of the respondents

From the above table 4.5 it is clear that 60% of the respondents have a

monthly income of below 25000 , 26% of the respondents have a monthly

income between 25001-60000 , 8% of the respondents have a monthly

incomebetween 60001-100000 and 6% of the respondents have a monthly

income of above 100000.

26

Table 4.6 shows respondents ever used baby skin care

products for their babies

Particulars No. of respondents Percentage

Yes 50 100%

No 0 0%

Total 50 100%


Figure 4.6 shows respondents ever used baby skin care

products for their babies

From the above table 4.6 100% of the respondents are using baby skin

care products for their babies.

27

Table 4.7 shows the Brand loyalty of consumer


Yes 34 68%

No 1 2%

Up to an extent 15 30%

Total 50 100%


Figure 4.7 shows the Brand loyalty of consumer

From the above diagram 4.7 it is understood that 68% of respondents are

brand loyal consumers , 2% of the respondents are not brand loyal

consumers and 30% of the respondents are brand loyal consumers up to

an extent.

28

Table 4.8 shows the brand preference of the respondents


Johnson & Johnson 23 46%

Himalaya 14 28%

Sebamed 8 16%

Mother care 2 4%

Libero 0 0%

Others 3 6%

Total 50 100%


Figure 4.8 shows the brand preference of the respondents

From the above table 4.8 it reveals that 46% of the respondents are

preferring Johnson & Johnson , 28% of the respondents are preferring

Himalaya , 16% of the respondents are preferring Sebamed , 4% of the

respondents are preferring Mother Care and 6% of the respondents are

preferring other brands.

29

Table 4.9 shows Source of information about baby

skin care products


Product display 4 8%

TV 12 24%

Newspaper 0 0%

Internet 6 12%

Friends/family 28 56%

Total 50 100%


Figure 4.9 shows Source of information about baby skin

careproducts

From the above diagram 4.9 it is clear that 8% of the respondents came

to know about baby skin care products from product display , 24% of the

respondents came to know about baby skin care products from TV , 12%

of the respondents came to know about baby skin care products from

internet and 56% of the respondents came to know about baby skin

care products from their friends and family.

30

Table 4.10 shows factors influenced the respondents to buy

baby skincare products


Brand image 10 20%

Price 7 14%

Quality 12 24%

Quantity 8 16%

Advertisement 6 12%

Availability 7 14%

Total 50 100%


Figure 4.10 shows factors influenced the respondents to

buy baby skin care products

From the table 4.10 it reveals that 20% of the respondents buy baby skin

care product because of the brand image , 14% of the respondents buy

baby skin care because of the price of the product , 24% of the

respondents buy because of the quality of the product , 16% of the

respondents buy because of the quantity of the product , 12% of the

respondents because of the advertisement about the product and 14%

because of the availability of the product.

31

Table 4.11 shows side effects of using baby skin care products


Yes 2 4%

No 42 84%

Sometime

s

6 12%

Total 50 100%


Figure 4.11 shows side effects of using baby skin care products

From the above table 4.11 it is understood that 4% of the respondents

baby have side effects by the use of baby skin care products , 84% of the

respondents baby have no side effects , 12% of the respondents baby have

side effects only sometimes.

32

Table 4.12 shows frequency of buying baby skin care products


Once in a week 8 16%

Once in a month 22 44%

More than once 2 4%

Every few month 18 36%

Total 50 100%


Figure 4.12 shows frequency of buying baby skin care products


purchasing baby products once in a week , 44% of the respondents are

purchasing baby products once in a month , 4% of the respondents are

purchasing baby products more than once in a month and 36% of the

respondents are purchasing baby products every few month.

33

Table 4.13 shows types of baby skin care products

respondents are using for their babies

Particulars No. of respondents Percent

age

Body wash,soap,oil,lotion 3 6%

Diaper/sunscreen , soap 3 6%

Body wash,shampoo,oil 14 28%

All of the above 30 60%

Total 50 100%


Figure 4.13 shows types of baby skin care products

respondents are using for their babies

From the above diagram 4.13 6% of the respondents are using body wash ,

soap , oil , lotions products for their babies , 6% of the respondents are

using diaper/sunscreen , soap products for their babies , 28% of the

respondents are using body wash , shampoo , oil products for their babies

and 60% of the respondents are using all of the above product for their

babies.

34

Table 4.14 shows purchasing source of baby skin care products


Super market 12 24%

Hyper market 8 16%

Specialized store 22 44%

Wholesale stores 3 6%

Online 5 10%

Total 50 100%


Figure 4.14 shows purchasing source of baby skin care products

From the above table 4.14 12% of the respondents are buying baby skin

care products from super market , 8% of the respondents are buying baby

skin care products from hyper market , 22% of the respondents are

buying baby skin care products from specialized store , 3% of the

respondents are buying baby skin care products from wholesale stores and

5% of the respondents are buying baby skin care products from online.

35

Table 4.15 shows spending behavior of respondents on

natural , organic baby skin care products


Below 1000 29 58%

1001-1500 13 26%

1501-2000 3 6%

Above 2000 5 10%

Total 50 100%


Figure 4.15 shows spending behavior of respondents on

natural, organic baby skin care products

From the above diagram 4.15 58% of the respondents are spending

below 1000 on baby skin care products , 26% of the respondents are

spending between 1001-1500 on baby skin care products , 6% of the

respondents are spending between 1501-2000 on baby skin care products

and 10% of the respondents are spending above 2000 on baby skin care

products.

36

Table 4.16 shows types of ingredient respondents wants in

the baby skin care products


All natural/100% natural 23 46%

Organic/USDA certified

organic

2 4%

Plant based material 2 4%

Eco friendly 6 12%


Total 50 100%


Figure 4.16 shows types of ingredient respondents wants in

the baby skin care products


are using all natural/100% natural baby skin care products , 4% of the

respondents are using organic/USDA certified organic baby skin care

products , 4% of the respondents are using plant based baby skin care

product , 12% of the respondents are using eco-friendly baby skin care

products and 34% of the respondents are using all of the above.

37

Table 4.17 shows satisfaction of respondents on their

current baby skin care products

Particulars No. of respondents

Percentage

Highly satisfied 15 30%

Satisfied 33 66%

Neutral 2 4%

Dissatisfied 0 0%

Highly dissatisfied 0 0%

Total 50 100%


Figure 4.17 shows satisfaction of the respondents on their

current baby skin care products

From the above table 4.17 it reveals that 30% of the respondents are

highly satisfied in their current baby skin care products , 66% of the

respondents are satisfied in their current baby skin care products , 4% of

the respondents are neutrally satisfied in their baby skin care products.

38

Table 4.18 shows degree of recommendation of baby skin

care brandto friends and relatives

Particulars No. of

respondents

Percentage

Yes 39 78%

No 2 4%

Maybe 9 18%

Total 50 100%


Figure 4.18 shows degree of recommendation of baby skin

care brandto friends and relatives

From the above table 4.18 it is clear that 78% of respondents recommend

their brands to friends and relatives , 4% of respondents not recommend

their brand to friends and relatives , 18% of respondents maybe

recommend their brand to friends and relatives.

39

Table 4.19 shows the readiness to switch the brand

Particulars No. of

respondents

Percentage

Yes 18 36%

No 32 64%

Total 50 100%


Figure 4.19 shows readiness to switch the brand


don’t want to change their existing brand and 36% of respondents wants

to change their existing brand.

40

Table 4.20 shows impact of advertisement on baby skin

care products


Strongly agree 9 18%

Agree 28 56%

Neutral 12 24%

Disagree 1 2%

Strongly disagree 0 0%

Total 50 100%


Figure 4.20 shows impact of advertisement on baby skin

care products


strongly agree that advertisement leads to purchase of baby skin care

products , 56% of the respondents are agreed that advertisement leads to

purchase of baby skin care products , 24% of the respondents are neutrally

agreed that advertisement leads to purchase baby skin care products and

2% of the respondents are disagreed that advertisement don’t leads to

purchase of baby skin care products.

41

Table 4.21 shows respondents opinion about attractiveness

of packaging

Particulars No. of respondents

Percentage

Yes 35 70%

No 6 12%

Maybe 9 18%

Total 50 100%


Figure 4.21 shows respondents opinion about attractiveness

of packaging

From the above table 4.21 it is clear that 70% of the respondents says

that baby skin care product have attractive packaging , 12% of the

respondents says that baby skin care product have no attractive packaging

and 18% of the respondents says that baby skin care product may have

attractive packaging.

42

Table 4.22 shows changes that respondents wants to bring

in baby skin care products


Packaging&Quality 9 18%

Quality&Quantity 14 28%

Quantity&Price 5 10%

Price&Packaging 6 12%


Total 50 100%


Figure 4.22 shows changes that respondents wants to bring

in baby skin care products

From the above diagram 4.22 it is understood that 18% of respondents are

want changes in packaging&quality , 28% of the respondents want

changes in quality&quantity , 10% of the respondents want changes in

quantity&price , 12% of the respondents want changes in

price&packaging and 32% of the respondents want changes in all of the

above terms.

43

Table 4.23 shows rating of respondents of their current

baby skincare products out of 5


1 7 14%

2 0 0%

3 9 18%

4 19 38%

5 15 30%

Total 50 100%


Figure 4.23 shows rating of respondents of their current

baby skincare products out of 5

From the above table 4.23 it is understood that 14% of respondents are

rated their current baby skin care product 1 out of 5 , 18% of respondents

are rated their current baby skin care product 3 out of 5 , 38% of

respondents are rated their current baby skin care product 4 out of 5 and

30% of respondents are rated their current baby skin care product 5 out of

5.

44

CHAPTER Ⅴ

FINDINGS , SUGGESTIONS AND

CONCLUSION

45

5.1 FINDINGS

• It is found that 46% of the respondents are aged between 25-30.

• Most of the respondents are female users.

• 38% of the respondents are house wives.

• Majority of the respondents are post graduated.

• Most of the respondents have a monthly income of below 25000.

• Majority of the consumers are brand loyal consumers.

• It is found that 46% of the consumers doing consider

Johnson &Johnson baby products for their baby’s.

• Majority of the respondents are comes to know about the

product from friends/family.

• Majority of the respondents have influenced the quality of the product.

• Majority of the respondent’s babies have no side effects by

the use of baby skin care products.

• Among 50 respondents 44% of the respondents buying the baby

skin care products once in a month.

• It is found that 22% of respondents buying baby skin care

products from specialized stores.

• Majority of the respondents are spending below 1000 for

buying baby skin care products.

• It is found that 46% of the respondents are likely to buy all

natural baby skin care products.

• Majority of the respondents are satisfied with their current baby

skin care products.

46

• It is found that 78% of respondents recommend their brand to

friends and relatives.

• Majority of respondents doesn’t want any changes in their

existing babyskin care brand.

• Majority of respondents are agrees that advertisement leads to

purchase of baby skin care products.

• It is found that 70% of respondents agree the baby skin

care products have attractive packaging.

• Majority of respondents want changes in their baby skin care products.

• 38% of respondent’s rated 4/5th on their current baby skin care

products.

5.2 Suggestions

• While preferring baby skin care brands, must consider quality

instead of their popularity.

• Price is still sensitive issue to them. So the producers must justify its

price.

• Issues related to the side effects of the products to be corrected

effectively.

• Fair advertisement to be required for baby skin care products.

• Quantity of baby skin care products to be increased with the

prevailing price rate.

• The baby skin care products should be easily available to

consumers at their nearest shop.

• Packaging of the products should be made more attractable.

47

5.3 Conclusion

From the moment of birth and throughout life, a baby needs a mothers

loving care. Hence every mother is very much concerned about the mild

skin of their babies. They want to keep it gentle and unique. Here the

study shows that most of the people in the 7th ward of Mala Panchayath

prefer Johnson & Johnson as one of the epic brand for their babies.

According to their opinion Johnson & Johnson is paving the way by

advancing research that reveals the importance of multi-sensory

experiences that can lead to happy, healthy baby development. Most of the

consumers are brand conscious and they would like to purchase best

brands that currently available in the market. The consumers are concerned

about the quality assured by various brands. As we know that baby skin is

different from adult skin , it needs extra special care. Most of the brands

claim that their product is best to defense against irritants , gem and bacteria.

But in order to protect your baby the product should be healthy. Every

consumer comes under this study wants to make their child skin squeaky

clean.

48

BIBLIOGRAPHY

49

Books

➢ Shashi K. Gupti and Prenect Rnagi , Research methodology for commerce ,

Kalyani Publishers , Second Edition.

➢ Kothari C R “Research Methodology” (second edition) new age international

(p) Ltd , publishing New Delhi.

➢ Marketing management Philip Kotler and Kevin Lane Keller Pearson.

Journals

➢ Mathuthra, O., & Latha, K. (2016). consumers attitude towards baby products

of Johnson & Johnson and Himalayan products, Coimbatore

city. International Journal of Applied Research, 2(6), 816-819.

➢ Khicha, P. K., & Oyagi, B. N. (2012). Andrew Nyangau S. Brand Perception

on Baby care Accessory Products. Kaim Journal of Management and

Research, 4(1-2), 38-42.

➢ Daniels, J. (2009). Marketing strategies within the baby product industry.

➢ Naik, M. N., & Lavuri, R. (2019). Impact of Product Packaging Elements on

Consumer Purchase Notion: A Study FMCG Items.

➢ Tambunan, F. F., & Indriani, M. T. D. (2013). Mothers perception, attitude,

and willingness to purchase towards baby formula. Journal of Economics and

Behavioral Studies, 5(8), 511-521.

50

Websites

1. www.shodhganga.inflibnet.ac.in

2. www.wikipedia.org

3. www.google.co.in

4. www.jnjindia.com

http://www.shodhganga.inflibnet.ac.in/

http://www.wikipedia.org/

http://www.google.co.in/

http://www.jnjindia.com/

51

ANNEXURE

52

Questionnaire

• Age

Below 25 ☐ 25-30 ☐ 30-35 ☐ Above 35 ☐

• Gender

Male ☐ Female ☐

• Occupation

Student ☐ House wife ☐ Government/Private job ☐

Business ☐ Others ☐

⚫ Educational Qualification

SSLC ☐ Higher Secondary ☐ Under Graduate ☐

Post Graduate ☐ Other ☐

• Monthly Income

Below 25000 ☐ 25001-60000 ☐ 60001-100000 ☐

Above 100000 ☐

1. Have you ever used baby skin care products to your baby?

Yes ☐ No ☐

2. Are you a brand loyal consumer?

Yes ☐ No ☐

3. If yes/up to an extent, which brand you prefer more?

Johnson & Johnson ☐ Himalaya ☐ Sebamed ☐

Mother care ☐ Libero ☐ Others ☐

4. How did you come to know about baby skin care products?

Product display ☐ TV ☐ Newspaper ☐ Internet ☐ Friends/Family ☐

5. Which factors influenced you to buy baby skin care products?

Brand image ☐ Price ☐ Quality ☐ Quantity ☐

Advertisement ☐ Availability ☐

53

6. Did your baby have any side effects by the use of baby skin care products?

Yes ☐ No ☐ Sometimes ☐

7. How frequently do you buy baby skin care products?

Once in a week ☐ Once in a month ☐ More than once ☐ Every few month ☐

8. What type of skin care products did you use for their baby?

Body wash, soap, oil, Lotions ☐ Diaper/sunscreen, soap ☐

Body wash, shampoo, oil ☐ All of the above ☐

9. Where did you typically buy baby skin care products for your baby?

Super market ☐ Hyper market ☐ Specialized store ☐ Wholesale store ☐

Online ☐

10. How much are you spending on natural, organic baby skin care products?

500-1000 ☐ 1001-1500 ☐ 1501-2000 ☐ Above 2000 ☐

11. Which of the following types of ingredients would make you more likely to buy

in a baby skin care product?

All natural/100% natural ☐ Organic/USDA certified organic ☐

Plant based material ☐ Eco friendly ☐ All of the above ☐

12. How satisfied are you in the current baby skin care products?

Highly satisfied ☐ Satisfied ☐ Neutral ☐ Dissatisfied ☐

Highly dissatisfied ☐

13. Would you recommend your brand to your friends and relatives?

Yes ☐ No ☐ May be ☐

14. Would you like to change your existing brand?

Yes ☐ No ☐

15. Do you agree that advertisement leads to purchase of baby skin care products?

Strongly agree ☐ Agree ☐ Neutral ☐ Disagree☐ Strongly disagree ☐

16. Do you think that the baby skin care products have attractive packaging?

Yes ☐ No ☐ May be ☐

54

17. What are the changes do you expect from baby skin care products?

Packaging&Quality ☐ Quality&Quantity ☐ Quantity&Price ☐

Price&Packaging ☐ All of the above ☐

18. How do you rate your current baby skin care product?

Documents

“A STUDY ON CONSUMER PREFERENCE TOWARDS BABY