Women Consumers’ Buying Behaviour towards Baby Care Products in Chennai: A Study on Consumer Preferences and Purchase Decisions

Abstract

The baby care product market has experienced remarkable growth due to increasing health awareness, urbanisation, digitalisation, and changing consumer lifestyles. Women consumers play a dominant role in purchasing baby care products because they prioritise product safety, quality, hygiene, and convenience. The present study examines the buying behaviour of women consumers towards baby care products in Chennai city. The study identifies the factors influencing purchase decisions such as price, quality, awareness, innovation, brand image, technological adoption, and online shopping convenience. A descriptive research design was adopted, and primary data were collected from 250 women consumers using a structured questionnaire. Statistical tools such as percentage analysis, mean score analysis, regression analysis, and ANOVA were employed for data analysis. The findings reveal that product quality, price, awareness, and convenience significantly influence consumer purchase behaviour. The study offers valuable implications for marketers, retailers, and manufacturers in developing effective marketing strategies and consumer-oriented products.