Download - Baby Food Product
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ANALYSIS
1. Which food product you prefer for your baby?
Particulars No. of respondents
Instant Baby Food 80
Home Made Food 20Total 100
From the sample of 100, we had found 80% of respondents prefer instant
baby food for their babies.
2. To which income group you belong?
Income Categories No. of respondents
Below Rs. 6,000 5
80%
20%
Instant Baby Food
Home Made Food
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Rs. 6,000 - Rs. 8,000 25
Rs. 8,000 - Rs. 10,000 20
Above Rs. 10,000 50Total 100
From the sample of 100, we have found that 50% of population is falling in
income category of above Rs. 10,000. 25% of population is falling in
category of Rs. 6,000- Rs. 8,000. 20% falls under category of Rs. 8,000- Rs.
10,000 and only 5% population comes under the category of below Rs.
6,000.
5%
25%
20%
50%
Below 6,000 6,000-8,000
8,000-10,000 Above 10,000
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3. Which brand would you like to prefer for your baby?
Brand name No. of respondents Rank
Cerelac 5 1
Farex 25 3Nestogen 20 4
Lactogen 50 2Total 100
From the above, it is clear 80% of respondents prefer Cerelac and the brand
is highly influential and well accepted in the market. Nestogen is 0% and is
less influential and it has to go very long way to compete with other brands.
Farex rates 5% and Lactogen rates 15%.
80%
5%
0% 15%
Cerelac Farex
Nestogen Lactogen
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4. What is your purchasing criteria for the product?
Particulars No. of respondentsPrice 15
Quality 56
Brand 16
Convince 13
Total 100
We can infer from the table that main criteria for purchasing baby food is its
quality and 56% of the respondents look for good quality of baby food. 16%
of respondents prefer brand, 15% price and 13% of respondents prefer
convince as their criteria for purchasing baby food.
15%
56%
16%
13%
Price Quality Brand Convince
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5. How frequently do you purchase the product?
Particulars No. of respondents
Weekly 10
Fortnightly 30Monthly 60Total 100
From this table, it is clear 60% of respondents purchase baby food monthly.
10%
30%
60%
Weekly Fortnightly Monthly
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6. At what age do you prefer giving instant food?
Particulars No. of respondents
From 4 months 25
From 6 months 50From 8 months 20
From 10 months 5Total 100
Majority 50 number of respondents are using baby food for their six months
old baby followed by four months (25), eight months 20 and 10 months (5)
respectively.
25%
50%
20%
5%
From 4 months From 6 months
From 8 months From 10 months
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7. Have you taken the advice of doctor before the consumption of
product?
Particulars No. of respondents
Yes 90
No 10Total 100
Table depicts that 90% of the respondents consult a doctor before feeding
the baby food to their infants.
8. What is your motive behind purchasing of food?
Particulars No. of respondents
To make the baby strong and healthy 20
90%
10%
Yes No
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To give baby extra nutrition 15
It is suitable for baby's health 5
It is made according to baby's health needs 60Total 100
Marketers must know the intention of consumer before making the
marketing strategy. The main intention or motive behind putting this
questionnaire is to find out basic reasons behind purchasing the baby health
food. This table clearly shows parents do believe that home food is not
sufficient for the growth of the child, so in order to make baby strong, 60%
of respondents believe product is made according to baby's health needs.
20% say it makes baby strong and healthy, 15% says it provides extra
nutrition to the baby, and so on.
20%
15%
5%
60%
Strong & Healthy Extra nutrition
Suitable for Health Health Needs
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9. What according to you, is the influencing factor for buying the
product?
Particulars No. of respondents
Relatives 05
Self-decision 20
Advertisement 70
Any other 05
Total 100
From the selected sample size that is 100 people, only 20% buy the product
because of their own decision and 10% buy product because of other reason
and 70% (majority) person buy product because of the influence of the
advertisement.
10. What is your purchasing quantity for buying the product?
Particulars No. of respondents
One Pouch 10
One Tin 65
5%
20%
70%
5%
Relatives Self-decision
Advertisement Any other
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More than one Pouch 20
More than one Tin 05Total 100
According to this table, 65% of respondents like to purchase one tin, 20%
like to purchase more than one pouch. 10% one pouch and only 5% like to
purchase more than one tin.
10%
65%
20%
5%
One pouch One Tin
More than one pouch More than one tin
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11. Are you satisfied with the product you are using?
Particulars No. of respondents
Yes 85
No 15Total 100
85% respondents say that they are satisfied with their product.
85%
15%
Yes No
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12. What are your future expectations from the product?
Particulars No. of respondents
Low price 20
Free gifts 10Attractive Packages 10
Sign of purity 60Total 100
60% of respondents expect sign of purity, 20% expect low price, 10% expect
free gifts and attractive packaging in future from the product.
20%
10%
10%
60%
Low price Free gifts
Attractive package S ign of purity
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CONCEPTUALISATION
Consumer decision making process and level of involvement
Low involvement
purchase
High involvement
purchase
Nominal decision
making
Limited Decision
making
Extended decision
making
Problem recognition Production Recognition Problem recognition
Selective Generic Generic
Information search Information search Internal search
Limited internal Internal Limited
external
Internal External
Alternative evaluation Alternative evaluation
Few attributes, simple
decision rules, few
alternatives
Many attributes, complex
decision rules, many
alternatives
Purchase Purchase Purchase
Post purchase Post purchase Post purchase
No dissonance, very
limited evaluation
No dissonance
Limited evaluation
Dissonance
Complex evaluation
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Information sources of purchase decision
Information Search
Internal
Information
External
Information
Actively acquired Passively
acquired
Actively acquired
Pastsearch
Personalexperience
Lowinvolvement
learning
Independent
groups
Personal
contacts
Experiential Mktg
Info
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ROLE OF CONSUMER
INITIATOR
INFLUENCER
BUYER
USER
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SUGGESTIONS
From the conducted market survey, we come to know about the market
situation of baby health (instant food) in Yamuna Nagar City. The Nestle
company's Cerelac brand baby food is well accepted in Yamuna Nagar city.
Second brand is Heinz company's Farex.
So here are some suggestions for the company for better performance
in future.
1) Nestle must adopt some effective sales promotion schemes so that
their other brands also get well accepted in Yamuna Nagar market.
2) Heinz company should adopt some strategies in order to compete with
Nestle.
3) All the companies should give more stress on advertisement of their
product because in this research, we found that most of respondents
buy the products under the influence of advertisement.
4) All companies should try to produce the product of good quality and
at reasonable price because research shows respondents prefer sign of
purity.
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FINDINGS
1) In current market position, Cerelac is on the first position followed by
Lactogen then Farex.
2) Most parents feed the baby instant health food after 6 months of age.
3) Most parents buy the baby health food under the influence of
advertisement and because of their self decision.
4) Quality is the main basic criteria for buying the product.
5) Most of respondents prefer to purchase the baby food in tin rather than
in pouch.
6) Most of the respondents motive behind purchasing the baby food is to
make the baby strong and healthy.
7) Most of the respondents had consulted their doctor before using the
product.
8) Most of respondents expect sign of purity in future.
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NUTRICIA
NESTLE and Heinz will face some competition in the baby food mar ket
when the Dutch multinational Numico Ltd., through its subsidiary company
Nutricia (India) Pvt. Ltd., brings in its well-known infant cereal brands --
Cow & Gate and Infacare. The company started operations in India when it
bought the four-decade old brand of Anik from Hindustan Lever Ltd for an
undisclosed price two years ago. Today it is getting ready to launch brands
from its international portfolio. The company does not rule out the
possibility of buying more local brands. The $4-billion Netherlands - based
Numico is known to be a market leader in infant and specialised nutrition
products. It has already brought in six of its clinical nutrition brands into the
country through its subsidiary. Calgain, Renocare, Tenolip and Suplant are
some of the specialised nutritional supplements which are being sold over
the counter and are also recommended by doctors.
The company also has infant nutritional supplements such as Nutrilon
and Bebelec, which it intends bringing into India. In the recent past it has
taken over a big nutrition company, GNC (General Nutrition Company),
adding a host of nutrition brands to its portfolio.
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There also exists another dairy whitener under the name Anik Madhur
which is meant for the rural and semi-urban markets. Anik Any Time is a
rich dairy mix and is available in cartons and polypacks.
Nutricia claims it will spend 'substantially' on advertising to get more
acceptance for its brands. All the brands are being locally manufactured at
its unit in Etah in Uttar Pradesh which hitherto belonged to Hindustan
Lever's dairy business.