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Jour of Adv Research in Dynamical & Control Systems, 07-Special Issue, July 2017 Special Issue on Management Studies

An Analytical Study on Consumer Buying behavior of Baby Care Products Dr.P.S. Rajeswari, Assistant Professor, Faculty of Management, SRM University, Kattankulathur, Kancheepuram, India. E-mail:[email protected] Dr. Sadasivan, Associate Professor, Selection Grade, Faculty of Management, SRM University, Kancheepuram, India. Dr.P. Nithya Preetha, Assistant Professor, Faculty of Management, SRM University, Kattankulathur, Kancheepuram, India. C. Samson Santhosh Kumar, Faculty of Management, SRM University.

Abstract--- India has witnessed an incredible position in global retail rankings as the country tops in the market potential, low economic risk, and moderate political risk. India ranks third among the emerging and developed nations on the basis of net sales after China and Brazil. Overall, given its high growth potential, India compares favorably with global peers among foreign investors especially in the baby care segments. The aim of this article is to focus on decision making process of Customers in Baby Care Products’ Segment and its influential factors in Chennai area. The basic purpose of this it is to find out how such factors are behind the success of purchasing decision making process. The purpose of this research is to know the relationship between independent variable and dependent variables of factors affecting or influencing customer buying process. The research is based in Chennai district area (India). The consumer buying behavior is dependent on the factors like Quality, Hygienic and safety and Income level of the customers. Purchase decision making elements like quality, price, and distinctiveness, service, availability, the buyer's social environment, comprising of his family, reference groups, social class, culture is taken as predictors Keywords--- Customer Satisfaction, Social Media Marketing, Technology, Customer Care, Quality, Service Facility, Reasonable Prices, Hygiene and Safety.

I. Introduction The Indian retail industry has succeeded as one of the most vibrant and fast-paced industries due to the entry of several new players. It accounts for over 10 per cent of the country’s Gross Domestic Product (GDP) and around 8 per cent of the employment. India is the world’s fifth-largest global destination in the retail space. The Baby Care market in India is expected to grow significantly at a CAGR of around 17 percent in terms of revenue over the period 2014-2019. In terms of products, this market has been segmented as follows: Baby Apparel segment, Baby Toys segment, Baby Cosmetics, Baby Food, Baby Accessories, and Baby Diaper. The Baby Care market in India is driven by per capita increase in disposable income among consumers who are more willing to buy luxury goods, such as baby accessories and cosmetics. Increase in urbanization is also expected to boost the market growth considerably. These factors make India one of the most attractive retail targets globally; it represents a high potential, untapped market for baby care products. It has the largest population of children in the world with more than 20 percent of the global population of children in the age group of 0-3. This research is to identify new market for baby and mother care products in India particularly Chennai region. Also, to understand how domestic players of related segments can enter into this lucrative market. It is predominant to know how these sections of business would prosper in the long run and if there are any major obstacles in the way to the aforementioned objectives, thus to check feasibility of such operations of retailing. The research aim would also be focused to understand the reasons why the industry has not been able to be one of the highly rated growth segments. It would also entice the path for exploring the market to be opened in the lesser lucrative looking areas like the semi- urban markets and henceforth. This sphere of operations of marketers is quite unexplored compared to one in developed countries like USA and United Kingdom. The scores and fields that will be focused on and extensive research will be done would be of great help and pave ways f or a new market growth which is yet unexplored. The Indian economy is on a sustainable developing phase and lot of potential exists f or a new segment. This also is facilitated due to high GDP, higher disposable income and dual income that leads to lesser time f or mothers to take care of their newly- born. This research topic entails to a lot of scope due to the above mentioned reasons. The Indian baby care market has emerged as one of the most profitable markets and has seen phenomenal growth over the last few years.

ISSN 1943-023X

278

Jour of Adv Research in Dynamical & Control Systems, 07-Special Issue, July 2017 Special Issue on Management Studies

II. Review of Literature Sahar Karimi( 2013), explored the online purchase decision-making behaviour of consumers by introducing a comprehensive approach that covers two different viewpoints: a) individual-level behaviour and b) market-level behaviour. Individual-level behaviour enhances our understanding of how purchase decision-making processes unfold and whether they differ for different individuals. Drawing from decision analysis and consumer behaviour literature, four segments of online consumers are introduced based on two individual factors: decision making style and knowledge of the product. Archetypal behaviour of each segment is identified addressing variations in the process and process outcome for different groups. In addition, market-level behaviour investigates the actual behaviour of consumers in relation with different retailers in the market; it is based on the aggregated behaviour of 60,000 individuals. Not only behaviour in a particular website but also cross-visiting behaviour of consumers comparing multiple retailers is examined”. Arvinlucy Akinyi Onditi, 2012, International Journal of Business and Social Science, Centre for Promoting Ideas, USA An Evaluation of Promotional Elements Influencing Sales of An Organization: A Case Study Of Sales Of Agricultural And Non-Agricultural Products Among Women Groups, Homa Bay District, Kenya.” Four main obstacles were highlighted. Cost was the major obstacle as many groups fund their activities and had no sponsors hence there was no money to travel long distances or to advertise on media. The second obstacle was time, this was an obstacle as most of those women are the bread winners and some are widows, most of their time was spent in search of food hence, there was little time left to do promotion of their products. Government was not an obstacle to the groups which had farm products as there were no regulations put to them, however, groups which provided services had to adhere to the government regulation which stated that no member could carry out any activities outside their district, before getting permission from concerned authority like the District Commissioner, District Officer and the chief of the area. Management was not an obstacle as they provided the necessary support needed by the group members to carry out promotion. Media was the least obstacle as only a few groups used it and the only complain was lack of money to advertise on the media”.Anders 2012,mentioned that the importance of Shopping behavior, buyer involvement and implications for retailing and also mentioned that Marketing has long relied on the use of market segmentation. While birth age has been a useful way to create groups, it describes segments but does not help to understand segment motivations. However, environmental events experienced during one’s coming of age create values that remain relatively unchanged throughout one’s life. Such values provide a common bond for those in that age group, or generational cohort. Segmenting by ‘coming of age’ age provides a richer segmentation approach than birth age. P. Guru Ragavendran, G. Devakumar, Santhosh Upadhyay, 2009, explained the consumer perception on brand awareness and position of baby care product in the market. Lagging quality attributes have been identified for the improvement of sales by 45.39%. Suggestions towards improving brand awareness through quality attributes. Aaker (2000) regarded brand awareness as a remarkably durable and sustainable asset. It provided a sense of familiarity (especially in low- involvement products such as soaps), a sense of presence or commitment and substance and it was very important to recall at the time of purchasing process. Apart from the conventional mass media, there were other effective means to create awareness viz., event promotions, publicity, sampling and other attention-getting approaches. Marylyn Carrigan, Ahmad Attalla, (2001 examined whether or not customers care about the ethical behaviour , and investigates the effect of good and bad ethical conduct on consumer purchase behavior”.

III. Research Question What makes the customers to prefer, select and decide to buy certain the baby care products?

IV. Problem Focus Research is mainly dealt with knowing purchase behavior and focuses on baby care product output which customer gets from the product. It focuses on changing preference of customers because in today’s time there are so many best option for customer for every electronic product. It attempts to find whether the products are reaching up to the expectation of customer or not.

V. Research Objectives To identify the factors influencing consumer purchasing behavior of the baby care products. To determine the customers’ priority in selecting the baby care products regarding Quality, Price, customer care services, Hygiene and safety.

ISSN 1943-023X

279

Jour of Adv Research in Dynamical & Control Systems, 07-Special Issue, July 2017 Special Issue on Management Studies

VI. Research Methodology A. Research Design The research undertaken was descriptive research in nature. Primary data and secondary data were gathered for conducting this study. Survey method using structured questionnaire was used for collecting the primary data. The secondary data were taken from the literature reports, articles, websites etc. and Indian Baby Care Market Analysis reports. Primary data were collected through a sample survey during in the month of December 2016.Convenience sampling method was undergone by collecting primary data from the customers those who are having habitual practice of purchasing baby care products in Chennai, Tamil Nadu and totally 500 samples were chosen. B. Reliability & Validity Reliability Inter item reliability score was 0.86 using chronbach alpha value with spss package 20. Validity Content and face validity were assessed and evaluated through respective experts and supported by literatures. With respect to content validity totally twelve panel experts validated the questionnaire. The Content validity rate was closer to 0.79 approximately for each question taken in the questionnaire hence those questions was finalized for the final study.

VII. Data Analysis A. Statistical Tool Exploratory Factor Analysis B. Exploratory Factor Analysis Principle To perform data reduction and to extract the factors those are distinct, reliable and directive to the research objectives. It does this by seeking underlying unobservable (latent) variables that are reflected in the observed variables (manifest variables) these extracted factors would be taken for further statistical analyses. A principal component Analysis (PCA) was conducted on18 items of predictors and criterions with orthogonal rotation of VARIMAX. a.

b.

c. d.

Kaiser-Meyer-Olkin Measure of Sampling Adequacy - This measure varies between 0 and 1, and values closer to 1 are better. The KMO value ranges from 0.85 to .960. It is an overall index implying that the data are distinct, reliable and posses sampling adequacy. The KMO for all Individual items from Anti image correlation matrix is above 0.76 explaining the sampling adequacy. Based on this index, it is confirmed that the data support the use of factor analysis Bartlett's Test of Sphericity (χ2) - This tests the null hypothesis that the correlation matrix is an identity matrix. Since Barlett’s test is highly significant (p...