3.

THEORITICAL FRAMEWORK
3.1 Introduction
A theoretical framework is a conceptual structure that provides a foundation for understanding,
analyzing, and interpreting a particular phenomenon or problem within a specific field of study.
It serves as a roadmap for researchers, guiding them in the development of hypotheses, research
questions, and the overall design of their studies. It identifies a plan for investigation and
interpretation of the findings.

The theoretical framework involves a well-supported rationale and is organized in a manner that
helps the reader understand and assess your perspective. The purpose is to demonstrate that the
relationships you propose are not based on your personal instincts or guesses, but rather formed
from facts obtained from authors of previous research.

The key elements that comprise an introduction to a theoretical framework are:

 Definition and Purpose

 Role in Research
 Foundation of Concepts
 Contextualization
 Guiding Research Questions and Hypotheses
 Examples and Application
 Flexibility and Adaptability
 Limitations and Critiques

3.1.1 Baby care definition

The term “Baby care” /"infant care" refers to the social welfare service concerning support for
nursery facilities and home fostering, taking care of and nurturing from 0 to 5 year old infants in
a healthy and safe manner, while providing them with education that is suitable for their mental
and physical developmental characteristics.

3.1.2 Some well-known manufacturers and vendors of baby care products

Novalab Healthcare, Johnson & Johnson, Himalaya, Sebamed, Biotique, Mama Earth, Pampers,
Dove, Mom and Me, Kimberly Clark, Lilliput, Procter & Gamble, Mothercare, Nestle, Unilever,
Amul, Dabur, Dorel Industries, Emami, Infantino, Krauter Healthcare, Kiwi Baby, Marico,
Newell Rubbermaid, and Pristine Organics are some of well-known manufacturer and vendors of
baby care products.

The key player of Indian baby care market are Johnson and Johnson with about 80% of market
share. Kimberly Clark (Huggies) and P and G (Pampers) leads in toiletries and diapers
segment while Johnson and Johnson dominates the skin/hair care segment. Baby food market is
dominated by Nestlé’s Cerelac and Nestum followed by Workhardt’s Farex.
 According to a Technavio report 2016, the baby apparel segment accounted for more than 90%
of the market, followed by toys at nearly 7%, whereas baby cosmetics, food, accessories and
diapers together constituted over 2%.Other Prominent Vendors include Aditya Birla Group,
Amul, Brevi, Chicco, Dabur, Emami, Fisher-Price ,Himalaya, Marico, Mothercare, Nestle
Wipro etc.

3.1.3 History of baby care product -- Johnson & Johnson

Johnson & Johnson was founded by three brothers named Robert, Edward, and James Johnson.
The company was founded in 1886 in New Brunswick, New Jersey. They initially focused on the
production of wound care products like bandages and sutures, and baby products.

From its beginnings in 1894, the Johnson’s® baby line has helped little ones get a healthier,
happier start in life with innovative products and baby care solutions—and it’s continuing the
tradition by welcoming some exciting new additions to the family.

Millions. That’s how many babies around the globe have benefited from the groundbreaking,
science-based products that Johnson & Johnson has created since launching its iconic line of
baby products in 1894.

Johnson's Baby is an American brand of baby cosmetics and skin care products owned
by Kenvue. The brand was introduced in 1893 with Johnson's Baby Powder. The product line
consists of baby powder, shampoos, body lotions, massage oil, shower gels and baby wipes.

Johnson's Baby Powder was an invention of Dr. Frederick B. Kilmer, company's first director of
scientific affairs.

Johnson's Baby Cream (1921)

Johnson's Baby cream was introduced in 1921.

The Gift Box (1921)

According to Margaret Gurowitz, Johnson & Johnson's corporate historian, in 1921 the company
released its first "Baby Gift Box" that contained small packages of Baby Powder, Baby Cream
and Baby Soap and "was designed as a small gift that people could take when visiting a family
with a new baby".

Johnson's Baby oil (1938)

Introduced in 1938 Johnson's Baby massage oil was heavily advertised nationwide in Life
magazine since 1943 as a complementary product to Baby Powder.
Johnson's Baby Lotion (1942)
Often referred as the "Pink Brand" (after the color of the bottle), Johnson's Baby Lotion appeared
in 1942.

Johnson's Baby Shampoo (1953)

"No More Tears" shampoo was introduced in 1953

"No More Tears" Johnson's Baby shampoo advertising from the "Family
Circle" magazine (1956)
No More Tangles (1971)
"No More Tangles" shampoo (named after popular "No More Tears" shampoo) debuted in 1971.

Book publishing (1976)

In 1976 the brand entered publishing business with the book Infant development program: birth-
12 months by Richard A. Chase, followed by The First wondrous year: you and your
baby (1979) by Chase and Richard R. Rubin.

Johnson's Baby Wipes (1980)

Johnson's baby wipes appeared in 1980 as Johnson's Baby Wash Cloths.

The product was renamed "wipes" sometime during 90s (the product has already been present as
early as 1990.

Sun Screen (1991)

Sun screen was introduced in Spring 1991.

Head-To-Toe Cleanser (1997)

Head-To-Toe ultra mild cleanser was introduced in 1997.

Bedtime range (2000)

Bedtime Bath introduced in 2000 was the first of products later known as Johnson’s Baby
Bedtime range with four products (Bedtime Bath, Bedtime Lotion, Bedtime Wash and Bedtime
Oil) that contain lavender and camomile.
In 1947, Johnson & Johnson expands into India, marketing Johnson’s ® Baby Powder. Today,
Johnson’s® remains a trusted brand by mothers and doctors.

In September 1957, Johnson & Johnson incorporated a separate legal entity in India with 12
employees. Today, the company employs 6,040 people across three business segments:
consumer products, medical devices and pharmaceuticals.

3.1.4 Types of baby care products

 Products for skin care and cosmetics include : lotions, moisturizers, talcum powder, baby
creams, and perfumes.
 Hygiene and Hair care products: shower gel, soaps, shampoo and conditioner
 Toiletries including diapers and nappies
 Baby Apparels and foot wear
 Baby food like Cereals and Soups
 Baby Toys and Baby Accessories
 Baby Beverages such as gripe water Fruit juices and extracts
 Baby Milk Products & Nutrition

3.1.5 India's Market and Distribution Channel for Baby Care Products.

 Supermarkets and Hyper marts

 Online businesses,
 Specialty shops, and pharmacies

3.2 Concept of Baby Care

3.2.1 Importance of Baby care

The goal of well-baby care is to help children stay healthy in their earliest years, so they can
grow into healthy adults. These visits evolve and change with your child based on their age and
unique needs.

A primary duty of newborn baby care providers is to ensure that the newborn’s caregivers
( usually the parent ) have the knowledge and skills to support their baby’s normal growth and
development outside of the hospital setting.

Importance of baby care includes :

 Administering Immunizations
 Tracking growth and development
 Observing their behaviour
 Performing a physical check
 Discussing feeding and supplementation
3.2.2 Benefits of baby care programs:

 Care is consistent and runs on schedule.

 Quality programs offer varied stimulation, meaningful interactions, and age-appropriate
activities.
 Babies and toddlers who attend quality programs have a slight edge over other children
when it comes to language and cognitive skills.
 Parents develop better social networks.

3.2.3 Drawbacks of baby care programs:

 Attending a childcare facility often results in illness. When children get sick, they’ll
likely ask parents to keep them at home.
 There’s less individual attention.
 Waiting lists are common.
 Childcare programs can be costly.
 Childcare facilities often face high staff turnover, which can make it difficult for children
to form healthy attachments.

3.3 Different Types of Baby Care

There are different types of baby care services available out there. Understanding each will
enable us to figure out which type of childcare fits our needs best. There are two main types of
baby care- Individual and group-based baby care. As the name suggests, individual child-
based baby care refers to 1 adult (other than the parent) taking care of 1 child, maybe 2 in the
case of siblings. The care can be given either in the child’s or the caregiver’s home.
In the case of group-based baby care, there may be 1 or 2 adults taking care of a group of
children. This can either be in the caregiver’s home or a more formal daycare center.
Depending on the location and time spent, they can also be categorized as Child
minders/ childcare givers, Preschools, Daycare centers/ Crèches. It’s heartbreaking to know
that many companies also offer corporate daycare to encourage parents to return to work. Let us
now further look into each of these,

Child minders/ Baby Carers –

In this type of baby care, the caregiver takes care of the child either in the child’s house or in
the caregiver’s house. The duration could range from a few hours to a full day or even
continuous care, as in the case of a live-in caregiver. Each of these has a specific title, such as –

Nanny –
These professionals usually have some training in baby care and are employed to take care of the
baby in the baby’s own home. They may work a fixed number of hours per day or have a fixed
weekly schedule.

Shared Nanny –
This is similar to a Nanny, except that the nanny is shared between 2 homes, either 2 friends or
relatives with children of similar ages having a similar schedule. The care is usually given in
either one of the homes.

Au Pair –
An Au Pair is usually a caregiver from a different country that lives with the family and gives
continuous care to the child or children. An Au Pair is integrated into the family, eats meals with
them and is even given a salary and a room to stay in.

Babysitter –
These are caregivers employed on an hourly and as-needed basis. It could be in the babysitter’s
home or the child’s home.

Relative Daycare –
In this type of care, a trusted relative like a grandparent, aunt, uncle, or older cousin takes care of
the baby. Again, this could be in the relative’s or baby’s home. The benefit of this is that the
baby is already familiar and comfortable with the caregiver.

Family / In-Home Daycare –

The baby is taken care of in the caregiver’s home in an informal setup. There may be a few more
other children of different ages present there as well.

Mother’s Helper –
A Mother’s helper is a caregiver who watches the baby while the parent is still at home. This,
too, can range from a few hours to a full day. Usually, they are younger than the parents looking
for experience in child care. In India, we have an option of an “Ayah” who helps with child care
but also helps with some household chores.

Baby Care Swap –

This is a very convenient type of daycare between two or more parents who watch each other’s
children in addition to their own in their own homes.

Preschool –
Children around the age of 2- 5yrs may attend preschool. This is a ceremonial center a child goes
to for 2-3 hours daily. Multiple caregivers depend on the adult-child ratio that the preschool
follows. These centers have an age-appropriate environment, equipment and materials, suitable
activities, and a regular schedule for the children to follow. In this setup, similar-aged children
are grouped.
Daycare Centers / Crèches –
Daycare centers/crèches are a formal setup dedicated to baby care. Formal daycare centers are
great for parents to drop off their children. Most daycare centers offer full-day or even half-day
care services as required, including care, activities, healthy meals, a place for the baby to take a
nap and even the occasional outing or field trip.

3.4 Meaning and Factors of Consumer Behaviour

3.4.1 Meaning of Consumer behavior

Consumer behaviour is the study of how individual customers, groups or organizations select,
buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the
actions of the consumers in the marketplace and the underlying motives for those actions.

Engel, Blackwell, and Mansard define consumer behaviour as “…the actions and decision
processes of people who purchase goods and services for personal consumption.”

3.4.2 Importance of Consumer Behaviour

 Better marketing and communications

 As living standards, trends, and technology keep changing, consumers’ choices also keep
varying. Understanding how these factors affect customers’ buying habits helps
organizations design their messaging accordingly. Thus, having insights into consumers’
purchase behavior can help marketers in meeting their objectives.

 Improve customer retention

It is far more beneficial to retain an existing customer than to gain new customers. It’s
easier to sell new products and services to your existing customers than to find new ones.

Entrepreneurs who are able to retain their customers and create strong relationships
manage to create strong new brand loyalty for their businesses. Customer loyalty can
prove to be a promoter of your business and spread positive word of mouth. Satisfied
customers share their happy experiences with their friends and family.

So, retaining as many customers as possible should be the goal of entrepreneurs

interested in growing their companies.

 Increase customer loyalty

Understanding customer behavior helps in finding out ways to boost customer loyalty,
which in turn, will lead to higher sales and a strong brand. Analyzing trends in sales can
aid in offering discounts as well as suggesting the best products and services to them.

 Better plan inventory

Researching customer attitudes helps companies plan inventory and stock raw materials.
In the case of a service-based business, the management team can better plan their human
resources. If businesses see a trend in demand for specific products, they are likely to
send more purchase orders to their suppliers. Consumer behavior data can help them to
balance demand and supply.

 Increase sales

A company always aims to satisfy specific market niches. Even if the company operates
in different sectors, it should target potential buyers in each segment. If you know your
customers well, you can have better conversations with a high probability of closing the
deal.

Knowing who you are selling to makes it possible to clearly define your objectives in the
market. Learning more about consumer behaviors helps to define the main customers that
 come directly to the company. Your inventory should be stocked with products that meet
the requirements of your potential buyers.

Instead of taking random shots and trying to sell to anyone, having knowledge about your
customers’ likes and dislikes helps in making smarter decisions. Such a strategy has a
higher chance of generating sales.

 Research competition

Studying consumer buying behavior helps in understanding the competitive market. You
can plan on how to position your products and services to offer competitive advantages.
Find out answers to questions like:

o Is the customer already using a competitor brand?

o What drives a consumer to buy from your competitor?

o Are potential customers happy with the competitor brands?

o What are the gaps between your products and that of competitors?

3.4.3 Four Types of Consumer Behavior for effective marketing strategies

Marketers must understand several types of consumer behavior to create effective marketing
strategies and meet customer needs. This section will look at the four types of customer behavior
and how they affect businesses.

1. Complex buying behavior

When customers are actively involved in the purchasing decision process and are aware
of the significant differences between the various brands, this happens. Before making
purchasing decisions, consumers conduct extensive research, gather information, and
evaluate alternatives.

2. Dissonance-reducing buying behavior

This type of behavior happens when people make expensive or risky purchases and then
feel uncomfortable or confused about their decision. Consumers may seek reassurance,
information, or feedback from others to reduce confusion.

3. Habitual buying behavior

This happens when customers make purchases with minimal decision-making and
marketing efforts or information search. Based on prior experiences, they have developed
brand and customer loyalty also buying habits, and they may buy things out of habit,
convenience, or familiarity.

4. Variety-seeking buying behavior

 This type of behavior happens when customers are not deeply involved in the purchase
decisions but seek variety or uniqueness in their purchases. They may most often change
brands or products to satisfy their curiosity or need for variety.

3.4.4 Factors that influence Consumer Behavior while purchasing

Consumer Behaviour is influenced by many different factors. The five major factors that
influence consumer behaviour are as follows :

1. Psychological Factors

Human psychology plays a major role in understanding consumer behaviour. Difficult to

measure, but psychological factors are powerful enough to influence a buying decision.
Some of the important psychological factors are as follows −

a) Motivation

Motivation to do something often influences the buying behaviour of the person. Individuals
have different needs such as social needs, basic needs, security needs, esteem needs, and self-
actualization needs. Out of all these, the basic needs and security needs take a position above all
other needs, and these motivate a consumer to buy products and services.

b) Perception

Our perception is shaped when we gather information regarding a product and examine it to
generate a relevant image regarding a certain product. Whenever we see an advertisement,
review, feedback, or promotion regarding a product, we form an image of that item. As a result,
our perception plays an integral role in shaping our purchasing decisions.

c) Learning

When a person buys a product, the general tendency is to learn something more about the
product. Learning also comes over a period through experience. This learning depends on skills
and knowledge. While skill can be gained through practice, knowledge can be acquired only
through experience.

Learning can be either conditional or cognitive. In conditional learning, the consumer is exposed
to a situation continuously to develop a response towards it. Whereas in cognitive learning, the
consumer applies his/her knowledge and skills to find satisfaction from the product that she/he
buys.

d) Attitudes and Beliefs

Consumers’ attitudes and beliefs also influence the buying decision. Based on this attitude, the
consumer behaves in a particular way towards a product. This attitude plays a significant role in
defining the brand image of a product. Hence, marketers try hard to understand the attitude of a
consumer to design their marketing campaigns.

2. Social Factors

Humans are social beings, and the society or the people they live around influence their buying
behaviour. Human beings try to imitate other humans and nurture a desire to be socially
accepted. Hence, their buying behaviour is influenced by other people around them. These
factors are considered as social factors.
Some of the social factors are as follows −

a) Family

Family plays a significant role in shaping the buying behaviour of a person. A person builds
his/her preferences from his childhood by watching their family buy certain products and
continues to buy the same products even when they grow up.

b) Reference Groups

A reference group is a group of people with whom a person associates himself. Generally, all the
people in the reference group have common buying behaviour and influence each other.

c) Roles and status

A person is influenced by the role that he holds in the society. If a person is in a high position,
his buying behaviour will be influenced largely by his status. A person who is a Chief Executive
Officer in a company will buy according to his status while a staff or an employee of the same
company will have different buying pattern.

3. Cultural Factors

A group of people is associated with a set of values and ideologies that belong to a particular
community. People coming from particular communities have behaviours highly influenced by
their culture. Cultural factors also include the concepts of subculture and social class.

4. Personal Factors

Factors that are personal to the consumers influence their buying behaviour. These personal
factors vary from person to person, thereby producing different perceptions and consumer
behaviour.

Some of the personal factors include −

a) Age

The buying choices of individuals depend on which age group they belong to. Elderly people
will have totally different buying behaviours as compared teenagers.

b) Income

Income influences the buying behaviour of a person. Higher income gives higher purchasing
power to consumers. When a consumer has higher disposable income, it gives more opportunity
for the consumer to spend on luxurious products. Whereas low-income or middle-income group
consumers spend most of their income on basic needs such as groceries and clothes.
c) Occupation

Occupation of a consumer influences the buying behaviour. A person tends to buy things that
are appropriate to this/her profession. For example, a senior corporate professional would tend
to buy formal clothing whereas a creative designer would tend to spend on casual wear.

d) Lifestyle

Lifestyle is an attitude, and a way in which an individual stay in the society. The buying
behaviour is highly influenced by the lifestyle of a consumer. Someone who leads a healthy
lifestyle would spend more or healthy food alternatives.

5. Economic Factors

Consumer buying habits greatly depend on the economic situation of a country or a market.
When a nation’s economy is strong, it leads to a greater money supply in the market and higher
purchasing power for consumers. Whereas a weak economy reflects a struggling market that is
impacted by unemployment and lower purchasing power.

Some of the important economic factors are as follows −

a) Personal Income

When a person has a higher disposable income, the purchasing power increases simultaneously.
Disposable income refers to the money that is left after spending towards the basic needs of a
person. When there is an increase in disposable income, it leads to higher expenditure on various
items. But when the disposable income reduces, parallelly the spending on multiple items also
reduced.

b) Family Income

Family income is the total income from all the members of a family. When more people are
earning in the family, there is more income available for shopping basic needs and luxuries.
Higher family income influences the people in the family to buy more.

c) Consumer Credit

When a consumer is offered easy credit to purchase goods, it promotes higher spending. Sellers
are making it easy for the consumers to avail credit in the form of credit cards, easy installments,
bank loans, hire purchase, and many such other credit options. When there is higher credit
available to consumers, the purchase of comfort and luxury items increases.
d) Liquid Assets

Consumers who have liquid assets tend to spend more on comfort and luxuries. Liquid assets are
those assets, which can be converted into cash very easily. Cash in hand, bank savings and
securities are some examples of liquid assets. When a consumer has higher liquid assets, it gives
him more confidence to buy luxury goods.

e) Savings

A consumer is highly influenced by the amount of savings he/she wishes to set aside from his
income. If a consumer decided to save more, then his expenditure on buying reduces. Whereas if
a consumer is interested in saving more, then most of his income will go towards buying
products.

3.4.5 Online Purchasing Behaviour of Consumers

Online consumer behavior is the process of how consumers make decisions to purchase products
in ecommerce.

The behaviors themselves such as identifying a problem or deciding to make a purchase are
based on ever-evolving expectations and needs. And while needs look different for every
shopper, the new expectations that currently drive online consumer behavior are entrenched in
commonality.

Expectations like product availability, delivery transparency, affordable shipping, and more
recently, a convenient buying journey all affect how consumers make decisions to buy items
online (and whether or not they’ll remain loyal customers once they’ve made a purchase).

Five online consumer behaviors and shopping trends

1. Convenience is a top priority.

According to Linnworks’ study, 76% of consumers value convenience as one of their top
priorities. (And 78% of consumers now value convenience more than they did before COVID
restrictions.)
One of the primary things consumers find convenient is the ability to browse an online store and
check out as a guest. In addition, the fewer forms consumers have to complete the more
convenient and better they find their overall customer buying journey (and the more likely they
are to return).

2. Easy access across all devices

81% of online shoppers seek a seamless transfer between devices throughout a buying journey.
In fact, the expectation is now that consumers can begin a buying journey on one device, such as
a desktop, and end on another, like their mobile device without interruption.
This cross-device experience is also expected to include checkouts with personal details already
completed on whichever device customers finalize their buying journey (even if they filled in
these details on a different device).

3. Access to omnichannel shopping

With access to multiple technology options, consumers are engaged in an ‘always-on’ shopping
experience. 70% of consumers now shop while multitasking (for example, while scrolling social
media platforms). And they’ve come to expect that their favorite brands are on the same channels
where they spend the majority of their time.

This maximizes convenience by ensuring they never have to leave their favorite and trusted
platforms during the buying process. For retailers, this includes implementing an omnichannel
model by focusing on various marketplaces where consumers spend their time and, more
specifically, selling on social channels such as Facebook and Instagram

4. Effortless payment

When retailers are considering tips to keep up with consumer expectations and behaviors, it’s
essential to focus on every aspect of the customer experience.
Consumers seek convenience throughout the entire buying journey. As as part of that end-to-end
buying convenience, they look to discover ecommerce online shops that have easy-to-setup
payment gateways that also accept popular payment methods such as “buy now, pay later.”
The simplicity of payment options drives 89% of consumers to make purchasing decisions more
quickly. And 84% of consumers purchase larger ticket items with offered effortless and flexible
payment options.

5. Fast and reliable delivery

95% of consumers feel that fast delivery options are a must-have factor when shopping online.
That’s why ShipBob offers fast 2-day shipping and has a dispersed network of logistics
centers to split inventory across to help reduce shipping costs, speed up delivery times, and meet
customer expectations.
Shipping transparency is also highly expected of online retailers. In fact, 72% of consumers have
abandoned their purchases over a lack of shipping transparency on ecommerce sites.
3.5 Research Problem related to concepts of Baby Care

A research problem in the realm of baby care could focus on the effectiveness of different
parenting styles in promoting secure attachment and emotional development in infants. This
would involve examining how parenting approaches influence the emotional bonds formed
between parents and babies and their long-term implications.

A research problem related to baby care could revolve around understanding the impact of early
nutrition on infants' long-term health outcomes. This might involve investigating how
breastfeeding versus formula feeding, introduction of solid foods, and nutritional choices during
the first years of life influence a child's physical and cognitive development.

Investigating the relationship between the use of baby sleep training methods (e.g., Ferber
method, attachment parenting) and the long-term sleep patterns, emotional well-being, and
cognitive development of infants could be a pertinent research problem in the field of baby care.

Exploring the impact of early childhood exposure to household chemicals and pollutants on
infants' respiratory health and overall well-being could be a significant research problem in the
context of baby care.

Here are the other few research problems related to the concepts of baby care:

Sleep Patterns and Development

Investigate the correlation between sleep patterns in infants and their cognitive and physical
development, considering factors like duration, quality, and sleep routines.

Parental Mental Health and Baby Well-being

Examine the relationship between parental mental health, including stress and postpartum
depression, and its impact on the overall well-being and development of infants

Impact of Environmental Factors

Explore how environmental factors, such as air quality, noise levels, and exposure to certain
substances, affect the health and development of babies during their early years.

Technology Use and Child Development

Investigate the potential effects of early exposure to digital devices on cognitive, social, and
emotional development in infants.

Cultural Influences on Parenting Practices

Examine how cultural variations in baby care practices, such as sleep arrangements, feeding
habits, and child-rearing beliefs, impact infant development.
Role of Early Intervention Programs

Evaluate the effectiveness of early intervention programs, such as parenting classes or support
groups, in promoting positive outcomes in terms of infant health and development.

Impact of Maternal Nutrition on Infants

Study the influence of maternal nutrition during pregnancy and breastfeeding on the overall
health and development of infants.

These research problems offer avenues to explore and contribute to the understanding of various
aspects of baby care.

3.5.3. SWOT ANALYSIS

A method of examining firms utilizing S-Strength, W-Weakness, O-Opportunity, and T-

Threats is known as SWOT analysis. Every organization operates in a business environment,
and as these environments are likely to change frequently, positioning the firm to adapt to
those changes is essential. Based on the organization's current strengths and weaknesses, this
seems possible. Every firm should think about potential opportunities and risks in the near
future .

Strength:
• Alterations in customer tastes and choices.
• Enhanced attribute knowledge.
• Convenience and financial growth are factors in shopping
Weakness:
• Limited knowledge in rural area.
• Organic product accessibility is very low.

Opportunity:
• Worldwide marketing potential
• Efficiency in terms of costs
Threats:
• Competing internationally
• Children's demographics
• Issues related to certain business procedures.

3.5.4 ABCD Listing Of On Consumer Perception And Buying Behaviour On Baby Care
Products

ABCD stands for Advantages, Benefits, Constraints, and Disadvantages. When ABCD analysis
is applied, a structured matrix is created that has a categorized list of business benefits,
drawbacks, and advantages . The ABCD framework can be used to examine a person's traits,
systemic features, the viability of a thought or idea, and the viability of a strategy. Focus groups
were used to identify each factor's constituent important parts as well as the many factors
affecting these. The outcomes validated the application of the ABCD analysis technique to a
system performance assessment . Based on four constructs-Advantages, Benefits, Constraints,
and Disadvantages- this takes into account all determining factors in important areas by
examining big problems and figuring out an essential constituent part . This section presents
the ABCD analyses of Consumer Perception and Buying Behavior on Baby Care Products.

Advantages
 Brand loyalty to a company or product improves repeat purchases and instills a positive
attitude about future purchases.
 Customers with more disposable income increased market share for baby care products.
 Consumers' rising desire to buy these products is a result of their concerns about their
baby’s safety.
Benefits
 A new era of influencing consumers' purchasing intentions has begun with the
restructuring of the target customers' products and consumer engagement.
 The consumer's apparent behavioral patterns with regard to their lifestyle and health
concerns of their babies are driving forces behind the purchase of branded goods.
 Instead of going to traditional stores, it allows customers to use portable devices to
access a variety of products and services from anywhere.

Constraints
 The primary barrier to product consumption is a lack of purchasing intent brought on
by rising costs.
 The wrong notion and lack of knowledge about nature of the products serve as a barrier to
purchase intent.
 One of the biggest challenges clients confront is security. When using the internet, there is
a chance that service and technological disruptions will occur.
 The study's scope is limited to moms' perceptions only; men are not included.
Disadvantages

 Few customers may not feel obligated to use them because they prefer products created at
home.
 Customers may not be aware of how to use infant care products and services.
 Customers may not be quick to trust technology advancements due to safety concerns.
 Because certain branded products are expensive, there is less of a market for baby care
products.

3.6 Summary :
 A theoretical framework provides the foundation for understanding and interpreting
research findings within a particular field of study.

 It consists of a set of interconnected concepts, definitions, and propositions that form a

coherent structure guiding research questions and hypotheses.

 Theoretical frameworks can be drawn from existing theories or developed specifically for
a study. They help researchers contextualize their work, identify gaps in knowledge, and
generate testable hypotheses.

 Additionally, theoretical frameworks provide a lens through which data can be analyzed
and interpreted, facilitating the advancement of knowledge within a discipline.

 Theoretical frame work also facilitates communication and collaboration among scholars
by providing a common language and framework for discussing research findings and
theories

 Overall, a robust theoretical framework is essential for establishing the theoretical basis
of research and guiding the research process from conceptualization to interpretation of
results.

 In essence, the theoretical framework serves as the scaffolding upon which research is
built, enabling researchers to systematically explore and contribute to knowledge within
their field.