A Study on Parental Purchasing Behavior Towards Baby Products

Abstract

Due to increasing awareness of infant health, safety, and hygiene, parental purchase behaviour regarding baby items has become increasingly important. When choosing infant products like food, diapers, clothes, toiletries, and toys, parents today are more meticulous and prioritize factors like price, quality, brand reputation, and safety regulations. The purpose of this study is to examine the variables that affect parents’ brand preferences, degree of satisfaction, and purchasing decisions about infant items. A systematic questionnaire was used to gather primary data from 120 parents for the study. For data analysis, both descriptive and inferential statistical methods are used. The study’s conclusions will assist retailers, producers, and marketers in comprehending parental expectations and creating effective marketing plans while maintaining product quality and kid safety.