International Journal of All Research Education and Scientific Methods (IJARESM), ISSN: 2455-6211
Volume 9, Issue 5, May -2021, Impact Factor: 7.429, Available online at: www.ijaresm.com
A Study on Mothers Perception and Willingness
towards Baby Skin Care Product, Reference to
Coimbatore City
Dr. K. Prince Paul Antony1, Naveen Kumar. D2
1
Professor and Head of the Department B.COM (PA), Sri Ramakrishna college of Arts and Science, Coimbatore
2
UG Final Year Student B.COM (PA), Sri Ramakrishna College of Arts and Science, Coimbatore
--------------------------------------------------------------*****************--------------------------------------------------------------
ABSTRACT
The market for baby care items in India is fiercely competitive, with a slew of local and regional players. Due to
increased market awareness and disposable income, the demand for baby care items in India has increased in
recent years. The skin of newborns is the most sensitive and susceptible to infection. As a result, careful attention
is needed to protect and nourish the infant's delicate skin. So, manufacturers have developed goods that meet the
needs of consumers. This research provides a broad picture of the mother's perceptions and willingness to choose
organic and natural skin care products over non-organic skin care products while choosing and buying baby
skin care products. Consumers have a strong preference for these categories, and they are very picky about the
items they buy for their children. This finding also reveals the most important factors that affect mothers'
decision to buy a specific product brand.
Keywords: Mother’s Perception, Willingness, Infant skin, Himalaya baby care,Johnson & Johnson, Mama Earth,
Mee Mee, Sebamed
INTRODUCTION
In India 67,385 babies are born each day, which is one sixth of the world's childbirth and also reported that 25million
babies are born in each year which accounts for nearly one fifth of the world's annual child birth. A product which
promises to meet the demand for taking care of babies between 0-3 years of age, comes under the baby care industry.
Over a century ago, the concept of baby care has been a family matter, where grandmothers and mothers had been a
source of authority for proper baby care practice; they developed and passed down baby care techniques and recipes for
home-made products. During the mid-nineteenth century, doctors created a manual education to mothers about
scientifically - supported baby care practice and products. Baby hygiene products have been commonly stocked by
American druggists. Johnson & Johnson was the first brand which introduced baby powder in the year 1893 then came
by Mennen in 1898. Baby skin care products are products which are specifically formulated to have mild and non-
irritating properties. Baby products include baby lotion, powder, soap, oil, massage oil, shampoo, diaper, wipes and
sunscreen.
A market survey is a research technique used to gather consumer perception and willingness of purchasing a particular
company's product and services within a geographic area. These surveys are very much important because companies
can know the customer's likes and dislikes about their product and services. Mothers come across different brands of
baby skin care products. Each mother has her own method of evaluating brand choice availability at the market. So, the
marketers need to identify these evaluation methods and frame their marketing communication datary to convenience
the customer expectation.
LITERATURE REVIEW
Febrina Fitriyanti Tambunan, Mustika Sufiati Purwanegara & all (2013), in their study entitled “ Mothers
perception, attitude and willingness to purchase baby care formula” Baby care formulas are only meant to be used as a
supplement for breast milk, according to the FDA. This study is essential for advertisers to consider consumer
preferences and perspectives on purchasing baby care formula.
Carlos Padilla, Pablo Villalobos & all (2006), in their study named “ Customer Preference and willingness to pay for
an officially certified quality Label: Implication for Traditional Food produces”Market behaviour revealed that
accredited quality label foods are the most common, with the SAG quality label achieving a high degree of utility.
Consumers favour conventional food items with accredited premium names, according to the report, so
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International Journal of All Research Education and Scientific Methods (IJARESM), ISSN: 2455-6211
Volume 9, Issue 5, May -2021, Impact Factor: 7.429, Available online at: www.ijaresm.com
small-scale farmers can use the characteristic as a strategic tool for distinction.Advertisement and marketing are
required. The use of a certificate mark can persuade customers to buy a product.
Rachel Brown & Jane Ogden (2004), in their study titled “ A study of the modelling and control theories of parental
influence” selected participants aged between 9 and 13 from two junior schools and one secondary school in southern
England.The research used a dyadic design to look at the diets of pairs of parents and children who consumed unhealthy
foods such as popcorn, chocolates, and cookies. However, this research looked into the function of control diet, and the
findings revealed that children whose parents limit their child's food consumption consume more of both healthy and
unhealthy foods.As a result, parental regulation was discovered to some degree. According to the findings, parents
should empower themselves to understand that their own eating habits are the most valuable source of food
consumption instruction for their children.
Kristen A Copeland, Susan N Sherman & all (2009), in their study of “Flip flop, dress cloth and po coat: Clothing
barriers to children's physical activity in cold-care center identified from a qualitative study” Inappropriate clothing,
especially the clothing of a small number of children, was found to be an important barrier to children's physical
activity in day care settings. Center directors and policymakers should have a transparent and concise guideline on the
styles of garments that are allowed, ensuring that children's constructive play activities are not harmed. Parents must be
advised about the advantages and rewards of being responsible with their children's growth in order to prevent such
complications.
Sevinc Polat, Nurcan Özyazıcıoğlu & Hatice Bicaker (2014), in their study “Traditional Practice used in infant care”
determines that mothers choose a variety of conventional baby care methods. However, according to the report, certain
procedures are not only ineffective but also harmful to the infant's welfare. In traditional practise, the mother's
educational degree is also significant. All health care professionals, including nurses, play an important role in
promoting the abandonment of outdated practises that endanger child health and through which mothers are educated to
raise a healthier generation in the future.
Mrs. A. Kavutha & Dr. K. Ramesh (2016), in the study of “A study on customer satisfaction towards Johnson &
Johnson baby care product in Namakkal district” mainly focused on the satisfaction level of Johnson & Johnson baby
care products in Namakkal district. According to the findings, the organisation has to improve the efficiency and prevent
side effects. When it comes to buying a baby care product, trust is crucial. The study further recommended that the
manufacturer of these goods conduct studies into the product's production and price, which is seen as high in the minds
of consumers, so that it can be explained.
Sunil Mehrotra & Sandra Torges (1977), “ Determinants of children's influences on Mothers buying behaviour”,
According to the findings, no single trait or group of characteristics raises the probability of mothers succumbing to
their children's efforts to manipulate them. According to the research, raising the probability of parental yielding is
product specific.
Daniels & Jane (2009), “A marketing strategies within the baby care product industry” There are a large variety of
infant care items on the market, according to the research. So , deciding which of these is the best is extremely difficult.
Customers must be informed on a specific commodity by markets.
Osman M. Zain & Mohammed Bashir Saider (2015), “ Consumer satisfaction on Retailers Brand Products: A study
on selected areas in Klang Valley”Customer satisfaction with a retail product is found to be influenced by the product's
content, price, and advertising. The analysis clearly demonstrates that high quality and consistency are critical factors in
determining price fixation and retail label competitiveness in terms of market share.According to the findings, in
Malaysia, there is a favourable relationship between price and consumer loyalty or retail brand product. In Malaysia,
there is a connection between product promotion and customer loyalty for retailer's brand items.
Janne Daniels (2009), “ Marketing strategies within the Baby product industry”, Customers are not affected by
marketing campaigns when purchasing infant care goods, as shown in a survey. They are also driven by the
conventional elements of marketing techniques, which include marketing mire, distinction, and consumer emphasis. As
a result, advertisers must do as much analysis as possible in order to determine the exact need of the consumer, renovate
the product, and transform it into a marketing campaign.
Objectives:
● To determine the mothers priority in selecting the baby skin care product.
● To discover why a specific brand of product was preferred by mother’s.
● To Learn why mothers choose organic or natural baby skin care product
● To support producers in learning about customer issues.
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Statement of Problem
Typically, mothers can choose from a wide range of baby skin care products by a variety of brands. These products
differ in cost, consistency, quality, deals, and branding. When it comes to choosing a baby skin care product for infants,
mothers are concerned and they are perplexed about which brand to choose. Marketers are confused by the needs of
mothers to either recommend organic products or accept widely available modern science products. Therefore,
marketers want to implement their strategic planning, mechanisms and innovation in order to increase customer growth.
There is a necessity or obligation for the marketers to enhance their customer service and obtain growth by knowing the
satisfaction and attitude of buying baby skin care products. As a result, the aim of this study is to assist marketers in
understanding Consumer willingness, attitudeand perception.
Need and Scope Of Study
The demand for organic baby skincare products in India is being driven by a number of factors, including rapid
urbanization and a rise in western influences. The growing reach of the internet, as well as disruptive advertising
practices by marketers on social media sites, are all adding to the market's expansion. Furthermore, parents are
becoming more mindful of the negative consequences of baby skincare items containing artificial ingredients. The
present research examines mothers' attitudes, willingness, and perceptions when buying baby skin care products. The
research also looks at the key factors that affect mothers' decisions on whether to use organic and natural baby skin care
products or non-organic products. Its findings aid in determining the degree of happiness and issues faced by mothers
when buying baby skin care products such as Johnson and Johnson, Himalaya herbal baby care, Mama Earth, Mee Mee
and Seamed with 91 respondents in Coimbatore.
Research Methodology:
The thesis is focused on both primary and secondary data, with primary data obtained using systematic questionnaires
and survey techniques. Secondary data is gathered from books, magazines, and websites. The survey's sample size is 91
respondents from Coimbatore. To gather data from the respondents, the "ConvenientSampling Method" was adapted. The
information gathered was coded and tabulated.
Tools Used:
❖ Percentage analysis.
❖ Chi Square test
❖ Rank analysis using Weighted Average mean
Limitations of Study:
The findings of this study have to be seen in light of some limitations. They are,
● The study is confined to the sample size of 91 respondents only.
● The study was limited only to Coimbatore. So, it can't be suitable for other districts and states.
● The research is based solely on data obtained from respondents.
ANALYSIS AND INTERPRETATION
The Table Displaying Demographic Information
Variable Category No. of respondent Percentage
20 - 25 years 36 39.5
25 - 35 years 10 11
Age 35 - 45 years 33 36.3
46 and above 12 13.2
Total 91 100
Homemaker 41 45.1
Employee 25 27.4
Occupation Professional 14 15.4
Business 11 12.1
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International Journal of All Research Education and Scientific Methods (IJARESM), ISSN: 2455-6211
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Total 91 100
1 37 40.6
2 40 44
Number of kids 3 14 15.4
Above 3 0 0
Total 91 100
Up to 10000 18 19.8
10000 - 30000 29 31.8
Monthly income
30000 - 50000 34 37.4
Above 50000 10 11
Total 91 100
Source: Primary Data
Interpretation:
According to the above table, 39.5 % are between the ages of 20 and 25, 11% are between the ages of 25 and 35, 36.3 %
are between the ages of 35 and 45, 13.2% are over the age of 45, 45.1 % are homemakers, 27.4 % are employees, 15.4
% are professionals, while 12.1 % are businessmen, additionally 40.6 % have one kid, 44% have 2 kids, 15.4 % have 3
kids, and neither of the respondents have more than 3 kids, While 19.8% of respondents earn less than 10,000 per
month, 31.8 % earn between 10,000 – 30,000 per month, 37.4% earn between 30,000 - 50,000 per month, and 11% of
respondents yearn for more than 50,000 per month.
CHI-SQUARE TEST- 1
Table presenting the amount spent on baby skin care products in a month
Ho: There is no significant relationship between the respondent's occupation and the amount spent on baby skin care
products in a month.
H𝛼: There is a significant relationship between the respondents occupation and amount spent on baby skin care product
in a month.
Occupation 1000 - 3000 3000 - 5000 Above 5000 Up to 1000 Grand Total
Business 2 6 2 1 11
Employee 4 14 2 5 25
Homemaker 18 4 3 16 41
Professional 6 4 2 2 14
Grand Total 30 28 9 24 91
Source: Primary Data
Interpretation:
Since the calculated value is greater than the table value, here the null hypothesis is rejected, So it can be inferred that
the occupation and money spent on buying the baby skin care product are related.
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International Journal of All Research Education and Scientific Methods (IJARESM), ISSN: 2455-6211
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CHI-SQUARE TEST- 2
A table displaying the origins of the recommendation
Ho: There is no relation between the mother’s age and the influence of the purchaserecommendation.
H𝛼: There is a relation between the mother’s age and the influence of the purchaserecommendation
Age Friends /Family Internet Pediatrician TV / Newspaper GrandTotal
advertisement
20 - 25 years 6 0 24 6 36
25 - 35 years 1 4 4 1 10
35 - 45 years 15 3 5 10 33
46 and above 5 1 4 2 12
Grand Total 27 8 37 19 91
Source: Primary data
Interpretation:
Since the Calculated value is greater than the table value, here the null hypothesis is rejected, So it may be assumed that
the respondent's age and source of influence or recommendation have a significant relationship.
CHI-SQUARE TEST- 3
Table displaying the brand of baby skin care product that they prefer
Ho: There is no significant relationship between a mothers occupation and the product brand they choose.
Occupation Himalaya baby Johnson & MamaEarth Mee Mee Sebamed Grandtotal
care Johnson
Business 4 3 1 3 0 11
Employee 11 4 0 6 4 25
Homemaker 19 17 4 0 1 41
Professional 14 1 3 5 1 14
Grand Total 38 25 18 4 6 91
Source: Primary data
H𝛼: There is a significant relationship between a mother’s occupation and the product brand they choose.
Interpretation
since the estimated value is lesser than the critical value. As a result, it is not possible to infer a connection between their
occupation and the product brand they prefer.
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Volume 9, Issue 5, May -2021, Impact Factor: 7.429, Available online at: www.ijaresm.com
CHI-SQUARE TEST- 4
Ho: There is no correlation between respondents' age and the most crucial part they search for in a baby skin care
product.
H𝛼: There is a correlation between respondent’s age and the most crucial part they search for in a baby skin care product
Table showcasing what of your baby's skin care products is the most important toyou?
Age Does itwork? Is it a recognized Is it affordable Is it organicor GrandTotal
brand? ? natural?
20 - 25 years 19 4 1 12 36
25 - 35 years 2 4 0 4 10
35 - 45 years 2 3 2 26 33
Above 45 years 0 2 1 9 12
Grand Total 23 13 4 51 91
Source: Primary data
Interpretation:
Since the measured value is greater than the critical value,here the null hypothesis is rejected. Thus, it is impossible to
infer the occupation has a significant relationship with the most crucial part they look for in a baby skin care .
CHI-SQUARE TEST- 5
Ho: There is no correlation between mothers' occupation and their choice for organic and natural baby skin care
products. .
Table presenting the reasons why respondents prefer organic and natural baby skincare
Occupation All theabove No additives No antibiotics No chemicals No pesticides GrandTotal
Business 9 1 0 0 1 11
Employee 21 1 0 2 1 25
Homemaker 22 2 8 7 2 41
Professional 10 0 2 1 1 14
Grand Total 62 4 10 10 5 91
Source: Primary Data
H𝛼: There is a correlation between mothers' occupation and their choice for organic and natural baby skin care products
Interpretation:
Since the measured value is lesser than the critical value, there is no significant relationship between mothers preference
of organic and natural baby skin care items and their occupation.
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International Journal of All Research Education and Scientific Methods (IJARESM), ISSN: 2455-6211
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Rank Analysis Using Weighted Average Mean
Table displaying the specific label claims that mothers look at when shopping forbaby skin care
S.No Factor Mean Weighted Mean Rank
1 100% Natural 36 0.3025210084 II
2 USDA certified 13 0.1092436975 III
3 Non-Toxic 11 0.09243697479 V
4 Eco-Friendly 13 0.1092436975 III
5 All the above 46 0.3865546218 I
119
Source: Primary Data
Interpretation:
Based on the weighted average, all of the special statements are ranked first in the table. The second place goes to 100%
natural. USDA accredited and Eco-friendly are both ranked third, while Non-toxic is ranked last or fifth. It can be
concluded that when it comes to choosing infant care products, mothers search for special statements such as 100 %
natural, USDA certified, non-toxic, and eco-friendly.
Percentage Analysis
Table displaying the type of baby skin care product favoured by mothers
Variable Percentage
Himalaya baby care 41.8
Johnson & Johnson 27.5
Mama Earth 8.8
Mee Mee 15.4
Sebamed 6.6
100
Source: Primary data
Interpretation:
According to the table above, 41.8% of mothers favour Himalaya baby care products, followed by 27.5% prefer Johnson
& Johnson baby care products, 15.4% prefer Mee Mee, percent choose Mama Earth Natural, and 6.6% prefer Sebamed.
Table demonstrating the reason for choosing an organic or natural baby skin careproduct
Variable Factor
No antibiotics 11
No pesticides 5.5
No additives 4.4
No chemicals 11
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International Journal of All Research Education and Scientific Methods (IJARESM), ISSN: 2455-6211
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All the above 68.1
100
Source: Primary data
Interpretation:
68.1% of mothers chose all the items from the table above, while 11% chose No antibiotics and No additives, 5.5%
chose organic or natural baby skin care products because there are no pesticides, and 4.4% chose organic and natural
baby skin care products because there are no pesticides. As a result, organic baby skin care products are preferred by
mothers because they have no antibiotics, chemicals, pesticides, or additives.
FINDINGS
➢ 40.7% of mothers purchase baby skin care products after seeing a commercial on TVor in the newspaper.
➢ 56% of mothers claim that a baby's skin care product should be organic or natural.
➢ For their children, the majority of mothers prefer Himalaya herbal baby care products.
➢ The majority of mothers purchase the brand they choose because it is organic anddermatologically tested.
➢ 64.8% of mothers believe the price of the baby skin care product is fair.
➢ More than 80% of mothers use homemade skin care products such as olive oil, green gram flour, gram flour, rose
petal powder, and turmeric powder.
➢ Since there are no drugs, pesticides, toxins, or chemicals, 87.9% of mothers prefer a new brand that provides safe or
organic infant skin care products.
➢ Knowing the factor level of satisfaction of baby products reveals that the majority of mothers are satisfied with baby
powder, soap, sunscreen, baby wash, and baby oil.
➢ Mothers are most satisfied with baby skin care products that are organic in nature.
➢ Non-organic ingredients and product fragrance cause complications for mothers.
SUGGESTION
● Marketers of baby care products should design them with safety in mind, since it is critical when using them on an
infant's face.
● Customers are also concerned about price. As a result, the suppliers must explainthe cost.
● Marketers must consider whether the product created would fulfill the promise madeon the packaging.
● Customers are also unaware of a newly released baby care formula that is both organic and safe for infants' skin. So ,
necessary advertising should be delivered in order to maximize exposure, and marketers should also focus on
increasing availability.
● Since baby skin is so delicate, customers want the products they use on their babies' skin to be fragrance-free. so,
advertisers should have this in mind and design products based on the needs and wellbeing of infants.
CONCLUSION
Manufacturing companies create a variety of goods in order to distribute them in the marketplace. However, putting the
goods on the market is a difficult challenge. It is impossible to sell a commodity in today's world without doing
consumer research and knowing business expectations and desires. It is important to identify and meet the needs of
consumers. The study found that when choosing a baby skin care product, mothers became more aware. Based on the
current observations, mothers continue to use traditional methods such as rose petal powder, green gram flour, gram
flour, olive oil, and turmeric powder made at home. At this time, mothers are tempted to use herbal infant skin care
products because they want to protect their children from toxic substances such as toxins, chemicals, additives, and
antibiotics. Customers are happy with the baby skin care formula they are currently using. However, advertisers must
also use the requisite strategies and techniques to meet the needs of mothers.
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IJARESM Publication, India >>>> www.ijaresm.com Page 230
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