Identifying awareness about child safety products Blue Pigeon Management

Identifying awareness about child safety products Blue Pigeon Management

1Prepared by: Mahima Gupta | Dr B K Som | Dr Ritu Bajaj

Flow of report

• This report contains data in the following sequence

2

Objectives

Research Design

Data Analysis

Summary

Jagan Institute of Management Studieswww.jimsindia.org

3

Objectives

• To identify the awareness & penetration of specialized child safety products in Delhi/ NCR

• To understand young parents’ perception towards child safety products

• To analyze the purchase intent of child safety products

• To examine the accidental risks to which the child the prone and hence the types of safety tools most required.


4

Research Design

• The study was conducted only in the NCR region – Gurgaon as per clients’ instruction

• The Sample Size undertaken is 30

• The sample is a mix of• Moms| Dads• Very young parents | Young parents• Working outside home moms| Working inside home moms

• The method of data collection adopted was personal interviews


Data Analysis

5

6

Prime decision maker

• The decision of buying child products remain primarily a joint decision

• Grand parents seem to influence the purchase decision almost nil

27.3

4.563.6

Respondent Spouse Joint decision Grand parents

Figures are in %


7

Preferred places of purchase

• Products like toys and learning items are generally bought from local shops followed by online stores• Children get fed up of a toy pretty

soon• Local products provide equally good

learning

• However for comfort and necessity products like prams, walkers etc maximum people seek brands followed by local shops

• Incidence of people buying stuff from chemists is nil

Online stores Multi Brand outlets

Kids Branded Retail Chains

Local Shops Chemists Others0.0

10.0

20.0

30.0

40.0

50.0

60.0

26.1

8.7 8.7

56.5

0.0

13.0

47.8

13.0

26.1

13.0

Learning/ Educational Toys/ProgramsPrams, Car Seats, Walkers, Toilet Seats,and any other new age products

Figures are in %


8

Store preference – Physical & Online

• Out of online stores, flipkart, snapdeal and amazon have the highest share among consumers

• Out of physical stores, Shoppers stop, lifestyle and max bag the maximum mention

• Mom&Me is the most popular specialized chain followed by mothercare

Flipkart Snapdeal Amazon Babyoye Firstcry DNBO Hopscotch0.0

10.0

20.0

30.0

40.0

50.0

60.052.2

43.5

30.4

21.717.4

8.74.3

Preferred online stores

SS Lifestyle Max Big Bazar More DNP0.0

10.0

20.0

30.0

40.0

50.0

60.0 56.5

39.1

30.426.1

17.4

4.3

Preferred multi brand stores

Mom&Me Mother Care Chicco FirstCry Do not buy 0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.0060.87

34.78

17.3913.04

8.70

Preferred kids branded retail chainsFigures are in %


9

Reasons of choice- Recommendations

• People buy child products (both the categories) majorly on recommendation of friends, relatives or parents

Recommendation by doctors

Suggested by friends/ relatives

Suggested by Grand Parents/

Guardian

Suggested by School / Crèche

Teachers

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

50.0

16.7

45.8

25.0

12.5

8.3

41.7 41.7

16.7

Learning/ Educational Toys/Programs

Prams, Car Seats, Walkers, Toilet Seats, and any other new age products

Figures are in %


10

Reasons of choice- Attributes

• The attributes considered the most important while purchasing child items are pricing, comfort and brand name

• Packaging is the least important for decision makers while purchasing

Brand Name Pricing Look and Feel Packaging Comfort Online Reviews

Certifications0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

45.8

70.8

33.3

12.5

70.8

33.3

20.8

50.0

75.0

25.0

8.3

54.2

20.8 20.8

Learning/ Educational Toys/ProgramsPrams, Car Seats, Walkers, Toilet Seats, and any other new age products

Figures are in %


11

Reasons of choice- Availability

• The availability of child items in local shops is also a reason for the parents to buy it

Availability in premium stores

Availability in local stores

Availability on online stores

Others0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

33.3

62.5

29.2

0.0

16.7

41.7

16.7

4.2

Learning/ Educational Toys/ProgramsPrams, Car Seats, Walkers, Toilet Seats, and any other new age products

Figures are in %


12

Threats to kids

• Respondents say that their child is more prone to medical risk rather than accidental risk

• Primary threats are listed on the graph in an increasing order

Average threat score

Medical Threat – 3.7

Accidental Threat – 2.6

Falling from stairs/ height

Getting hut from corner of furniture

Slipping on wet floor

Burn from hot watre/ milk

Hurt from open drawer

Choking or strangulation

Getting hurt from door

Electric shock

Getting out of sight in crowded place

Falling from bed

78.3

78.3

73.9

73.9

60.9

52.2

47.8

47.8

43.5

39.1

Figures are in %


13

Preparedness for child safety

• Majority of respondents keep their child under supervision

• Rest use household jugaads for child safety

Always Keep Child Under Supervision

Household measure used

Use Specialized Child Saftey

Products

Others0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.082.6

60.9

13.0

4.3

Preventive measures used

Parameters Average scores out of 5

Knowledge of possible errors 2.5

Knowledge of preventive measures 2.7

Active implementation of possible measures 3.3

Relevant knowledge 2.6

Relevant accessories 3.3

Relevant Contacts 4.4

Figures are in %


14

Products tried/ intend to try

• Majority of people are aware about basic child safety products like sterilizers, electric shock covers, anti mosquito measures etc

• However the awareness about other items is recorded less

• The graph on the left shows the detailed analysis

Bottle/ toothbrush sterilizer

Electric Socket Covers

Baby anti mosquito

Furniture Anti-tip Straps, etc

Fire safety

Cabinet/Doors/Windows Lock/Stoppers

Safety Gates/Railings for balcony/ staircase/entrances

Sharp corner/edge protectors

87.5

79.2

75.0

54.2

54.2

37.5

33.3

29.2

Figures are in %


15

Reasons for not trying

• The respondents who haven’t tried many of the specialized child safety products say that they always keep child under supervision

• Some even said there is lack of availability of such items

• However, nobody said that such products impair child’s safety

Don’t leave child alone

Lack of availability

Din't feel the need

Never thought child needs it

Pdcts not very useful

Cost is too high

Impair child's development

Others

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0

79.2

58.3

16.7

16.7

8.3

4.2

0.0

0.0

Figures are in %


16

Likeliness of gifting

• The likeliness of these products as a gifting item is moderate

• On a scale of 3, the likeliness achieves an average score of about 1.9 which is moderate

Likeliness of giftingScore out of 3 1.89


17

Summary

• Kids purchase is primarily a joint decision of the parents

• Learning & toys are purchased from the local shops however during the purchase of comfort and necessity items brands play more important role

• Flipkart| Snapdeal and Amazon bag the maximum share in online purchase while

• In physical stores, Mom&Me, Mothercare , Shoppers Stop & lifestyle are majority’s choice

• Family and relatives influence the purchase of kids items & special emphasis is on Pricing| Comfort | Brand name & Availability of items in local shops

• Parents are more concerned about medical threats to kids rather than accidental & majority mention that they keep the child under supervision• People also mentioned using jugaads for preventing accidental risks

• Majority of people mention having heard of basic child safety items however people haven’t heard of the advanced ones

• The intention of gifting these items is found to be moderate


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Identifying awareness about child safety products Blue Pigeon Management