Mothers Perception, Attitude, and Willingness to Purchase towards Baby Formula

Abstract

There is abundance of baby formula brand in Indonesia's market. To capture reasonable share in these lucrative businesses, it is imperative that producers have to remain competitive. Advertisements in a variety of media is being recognized as a method to communicate products to a wider target audience but empirical research also shown that consumers are sceptical of such claims. The purpose of the paper is to identify customer perceptions and attitude towards baby formula and their willingness to pay. The preliminary qualitative study was conducted by focus group discussion and sentence completion technique. The quantitative study is expected to validate the findings. Questionnaires are distributed to total 105 mothers who have baby at 0 -5 years old, where hypothesis were tested with multivariate analysis. The result shows that growth benefit made by baby formula significantly influence the willingness to purchase baby formula. The mothers stated that baby formula is considered as substitute for breast milk only, giving nutrition for baby but does not build baby's intelligence as claimed in many advertisements. The implication of this research is valuable for marketer to understand consumer preferences and perspective on baby formula purchase.

Factors Influencing Consumer Buying Behavior on Baby Care Products

“…Price is essentially a representation of the value in money that the customer decides to give the vendor when making a purchase [29]. Consumers of infant formula are constantly exposed to advertisements depicting how newborns become brilliant after ingesting particular types of baby milk formula [30].However, the infant grows quickly throughout these first two years and gradually gains independence as it masters muscle control. Consumers of infant formula are constantly exposed to advertisements depicting how newborns become brilliant after ingesting particular types of baby milk formula [31].…”

Literature Review on Consumer Perception and Buying Behaviour on Baby Care Products

“…Price is essentially a representation of the value in money that the customer decides to give the vendor when making a purchase [35]. Consumers of infant formula are constantly exposed to advertisements depicting how newborns become brilliant after ingesting particular types of baby milk formula [36]. Perceived risk, which was discovered to play a crucial part in this relationship, was discovered to be a key moderator of the association between value for money and evaluated product and service quality.…”