A STUDY ON THE INFLUENCE OF CONSUMER ATTITUDE AND MOTIVATION ON CONSUMER PREFERENCES TOWARDS BABY CARE PRODUCTS IN CHENNAI

Abstract

The baby care industry in India is expanding quickly, and this extraordinary growth can be linked to favourable changes that have taken place in the demographics and purchasing habits of Indian consumers. All items designed to fulfil a baby's everyday requirements fall under the category of "baby care products," which are typically marketed to children aged 0–4 years. To ensure their children's safety and potential growth, Indian parents are willing to provide them with the greatest things that are available on the market. Manufacturers of baby care products encourage customers' needs by raising awareness of infant nutrition, hygiene, and safety in urban areas. Furthermore, it is expected that government initiatives and programmes to improve baby welfare will boost market demand. Technological developments in baby products are anticipated to create new possibilities in upcoming years, which will have an impact on how the baby care products market develops in India. The Indian baby care industry is projected to increase by USD 26.35 billion with a CAGR of 11.11% from the year 2020 to 2025. The present research paper attempts to study the level of brand awareness of consumers of baby care products, their preferences, motivation and attitude towards baby care food products. T test, Anova and Regression analysis were performed to validate the hypotheses related to the objectives of the study. Primary data is collected from 196 consumers by adopting convenient sampling method by administering well-structured questionnaire.