A Study on Effect of Baby Poducts On Working Mom Perception in Coimbatore

In today’s world baby skin care product are highly innovated in different brand, there are more and more brands created for baby care products but few are seen to be popular and build a brand identity. Most of these brands are in top 10 position only due to their brand image and the products quality. In earlier there were no soaps or shampoos for baby, moms and grandmothers used to prepare some powder for babies, but in this generation, there are many product innovated for babies with basic qualities like not harmfulness, less usage of chemicals. The basic products innovated was soap, shampoo, oil, cream, powder.  but now there are baby wash, rash cream, etc., are produced in baby skin care brands. As babies have mild and sensitive skin the ingredients used to prepare baby products are also focus to be safe and non-harmful. The extra care given for selecting baby care products is because the infant is speechless and they cannot express any pain or inconvenience occurred by using those type of products. The price fixed on the baby care products are not compromised by any mothers because they are highly concentrated in their baby skin.

REVIEW OF LITRATURE

Febrina Fitriyanti Tambunan, Mustika Sufiati Purwanegara & all (2013), in their study entitled “Mothers perception, attitude and willingness to purchase baby care formula”. This study is essential for advertisers to consider consumer preferences and perspectives on purchasing baby care formula.

Pradeepa and Pandurangan (2015) investigated to study the price expectation and extent of variation of mothers for baby food products. A field survey was conducted through structured interview from 900 married who have infants aged six months to two years using multi stage random sampling technique in Coimbatore district. The findings that was stiff competition of baby food products imposes marketers to avail quality products at reasonable prices and ameliorate customer loyalty and satisfaction.

Fuentes and Brembeck (2016) proposed to find out how web mediated marketing frame adds value for commercial baby food and discussed various ideals of motherhood. The author analysed the four baby food companies’ frame marketing of commercial baby food on web and weaning as “medical,” “fun” or “convenience’’. The analysis portrays the web material which offers a range of images and ideals that could function as a solution to mother’s aspiration, worries and concerns for safer feeding practices.

Debra Harker, Bishnu Sharma, Michael Harker and Karin Reinhard (2009) in their study “Leaving Home: Food Choice Behaviours of Young German Adults” reported that health consciousness, weight concern and attitude towards healthy eating are the significant predictors of fruit consumption, however natural content, weight concern are the significant predictors of vegetable consumption.

Adys Sharma (2009) in his study entitled “Rote and Influence of Children in Buying Children’s Apparel” has revealed that the size of the family or the gender of children in family affect the buying behaviour in any way.

STATEMENT OF THE PROBLEM

The increasing demand for baby products and the evolving needs of working mothers have prompted a growing interest in understanding how these products influence the perceptions and experiences of working moms. Many working mothers face the challenge of balancing professional responsibilities with the demands of child-rearing, and the products available to them can significantly impact their daily routines, stress levels, and overall well-being. However, there is limited research on how specific baby products affect the perceptions of working mothers regarding their parenting roles, work-life balance, and self-efficacy. This study aims to explore the influence of baby products such as baby care items, baby wearables, and parenting aids on the perceptions of working mothers, focusing on factors like convenience, time management, and emotional well-being. Understanding these effects can provide valuable insights for both product development and the improvement of support systems for working mothers.

OBJECTIVE OF THE STUDY

• To study the demographic profile of working mom in Coimbatore.
• To rate the selecting compensation on different baby care product brand.
• To identify the relationship between brand perception and brand image.
• To analyse the impact of baby products on working mom perception

RESEARCH METHODOLOGY

Research Design:

A research design defines the structure of framework within which the research is conducted for this study. Qualitative and qualitative analysis has been adapted to access working mom perception on using baby care products in Coimbatore

Area of study:

The area of study will focus on the intersection of mother’s buying behaviour, product perception, and work-life balance of working mothers in Coimbatore, specifically regarding baby care products.

Sample Size:

The sample size adopted for this study is 130 respondents. This sample size is considered sufficient for drawing meaningful conclusions regarding mother’s buying behaviour, product perception, and work-life balance of working mothers in Coimbatore.

Primary data:

The primary data has been conducted through the questioner from the customer. The questionnaire is designed in a systematic manner covering adequate and relevant questions which is useful to study.

Secondary Data:

The theoretical aspect of the study is collected from various sources which includes books, journals, magazines, websites and other related projects.

DATA ANALYSIS & INTERPRETATION

This part of study deals with data analysis and data interpretation of the topic “A Study On Effect Of Baby Products On Working Mom Perception I Coimbatore”.is presented based on 130 respondents. The data are analysed using the following tools statistical tools:

• Percentage Analysis
• Ranking Analysis
• Chi square Analysis
• Regression Analysis

Percentage Analysis

The study used percentage analysis for specific questions to provide a clear and more standardized way to interpret data allowing for meaningful insight and easy comparison.

Interpretation

The largest group of respondents are between 25-30 years old (39.2%). The smallest group is above 35 years old (5.4%). Most respondents come from nuclear families (51.5%), while 48.5% come from joint families. Semi-urban areas have the highest number of respondents (47.7%). Urban respondents are the second-largest group (35.4%), while rural respondents are the smallest (16.9%). Professional women make up the largest category (37.7%). Entrepreneurs and businesswomen make up smaller portions (23.8% and 13.9%, respectively). The majority of respondents earn between 20,000-40,000 (33.1%). Only 3.8% of respondents earn more than 100,000. A significant portion (49.2%) report being “very satisfied” with their current situation, and 42.3% are “satisfied.” There are no respondents who are “dissatisfied.” Most respondents rate products as “Excellent” (66.2%). Very few rates them as “Poor” or “Average”. A majority (57%) are willing to pay 5% more for better products. A small portion (10%) are not willing to pay extra. A large group purchases product on a bi-weekly basis (32.3%). Only a small portion (1.5%) purchase item always. Product quality is the most important factor for respondents (68.5%). Price and brand reputation are less significant. The most influential sources are advertisements featuring babies and families (34.6%) and recommendations from doctors/pediatricians (39.2%). A large portion (58.5%) considers eco-friendly features extremely important when choosing product. Positive reviews and ratings play a key role in purchasing decisions (63.8%). Discount offers are important for a smaller portion (19.2%). The primary decision-makers for purchasing are the respondents themselves (56.2%), followed by spouses (23.1%). Skin care products like lotions, creams, and oils are the most frequently bought (46.9%). Most respondents find their shopping options “very accessible” (63.1%). A majority (73.1%) strongly agree that they prefer a particular brand, highlighting strong brand loyalty.

Rank Analysis

The main objective of ranking analysis in this study is to simplify complex datasets by organizing them in hierarchical order, making it easier to draw conclusion and identify patterns.

Interpretation

Top-ranked products:

Johnson and Johnson hold the top position with 4.8 score, indicating its strong preference among participants. Pampers follows closely in second place with 2.07 score, suggesting it is also a popular choice, though significantly less favoured than Johnson and Johnson. Dove ranks third with, reflecting a somewhat moderate preference compared to the top two products. Himalayan Baby Products and Mama Earth Baby Products occupy the 4^th and 5^th ranks with the score of 0.88 and 0.7 respectively, with 10 and 9 responses, showing a declining trend in preference as the ranks progress.

Middle-ranked products:

Nova lab Healthcare and Pigeon Baby Products are ranked 6^th and 7^th with 0.4 and 0.28 score, with 8 and 7 responses, respectively. This suggests a niche but still notable preference among respondents. Biotique Baby Products and Seba Med Baby Products both share the 8^th rank with 0.15 and 0.10 score each, indicating a similar level of favourability, but not as strong as the higher-ranked products. Mom’s Co. Baby Products comes in at the 10^th rank with 0.04 score, showing it has the lowest level of preference among the products listed in this analysis.

CHI Square Analysis

Perception * Image Crosstabulati

Chi square test

a. 10 cells (62.5%) have expected count less than 5. The minimum expected count is .46.

Interpretation

The study states that price perception mostly correlates with “Social media reviews by influencers” (36 responses), whereas Brand reputation correlates with “Recommendations from doctors and pediatricians” (13 responses). The “All the above” category has the least responses (2 for brand reputation, 5 for recommendation from peers) and is statistically significant. This states that respondent perception and image are correlated and fide a significant solution.

Regression Analysis

A powerful statistical method used to examine the relationship between brand image and product availability to analyse the impact of baby products on working mom perception.

Regression Statistics

Anova

Interpretation  

R Square (0.9476) are only a few observations (4), the adjusted R² is slightly lower but still very high. F-statistic (55.23) & Significance F (0.0176), the model is statistically significant at the 5% level, as the p-value (Significance F) is below 0.05R (0.9824) indicates a strong positive correlation between the independent variable and the dependent variable. For every one-unit increase in X, the dependent variable increases by approximately 0.8624. t (7.4314) & P (0.0176) the p-value is below 0.05, X Variable 1 is statistically significant, meaning it has a meaningful impact on the dependent variable. The regression model fits well with a high R² value. 

Regression Statistics                                                

Anova