By: A Step ForwardARKA DAS BHOWMICK (P15FC184)ANKUR SAHA (P15FC064)SOHAM SAMANTA (P15FC040)SOUVIK BOSE (P15FC182)SWARNALI SAHA (P15FC043)WASIM HUSSAIN (P15FC174)

BABY PRODUCT

• The market size of FMCG in 2015 is INR 3,12,936 crore

• It is the fourth largest sector of Economy of India

• 5% of factory employment is done through FMCG sector of India

• Growing awareness, easier access, and changing lifestyles have been the key growth drivers for the sector

• Retail market in India is estimated to reach US$ 869 billion by 2015, with organized retail accounting for a 8 percent share; this is likely to boost revenues of FMCG companies

• The FMCG sector in India generated revenues worth US$ 47.3 billion in 2015 • Over 2007-15, the sector posted a CAGR of 13 percent in revenues

SECTOR ANALYSIS

SECTOR ANALYSIS

• The urban segment is the largest contributor to the sector, accounting for around two-thirds of total revenue and had a market size of around US$28.38 billion in 2015

• Semi-urban and rural segments are growing at a rapid pace; they currently

account for 40 percent of revenues • In the last few years, the FMCG market has grown at a faster pace in rural

India compared with urban India • FMCG products account for 50 percent of total rural spending • More than 80 percent of FMCG products posted faster growth in rural

markets as compared to urban ones

BABY CARE PRODUCTS ANALYSIS

• India is home to the largest number of children in the world, significantly larger than the number in China

• The country has 20 per cent of the 0-4 years' child population of the world

• The number of live births in the country is estimated to be 27 million, which again constitutes 20% of the total number of live births in the world

• The rising number of babies contributes to higher demand for baby products; however, this is strongly supported by surging income levels resulting from robust growth

•  Retailers and manufactures are constantly involved in product innovation and development has allowed to widen the market, using new technologies and advanced marketing approaches

• Foreign players• Strategic partnership

by existing players

• Not many nation level players• Lack of focus on the industry by

prominent business houses

• Lack of knowledge• High capital

investment• Family as reference

group

• Large growing population• Increasing disposable income• Changing consumer trends

STRENGHT WEAKNESS

THREATOPPORTUNITY

SWOT ANALYSIS

MARKET POTENTIAL No. of Babies________ X 100 Percentage of Baby = Total Population of India

YEAR 2001 2011 2015

Total population of India

102,87,37,436 121,0193,422 130,03,82,800

No. of Babies (0-6 years)

15,78,63,145 15,87,89,287 ------

% of Babies 15.34% 13.12% ------

If % of Babies in 2001 & 2011 are 15.34% & 13.12% respectivelyThen by unitary method % of Babies in 2015 will be 12.24%.Therefore, no. of Babies will be 15,91,66,855.

To determine various parameters that will influence Consumer Buying Behavior for Baby Care Product (Baby Shampoo)

PRIMARY RESEARCH OBJECTIVE

• SRO 1: To evaluate the quality of the product through ingredients/characteristics on natural/artificial/antiseptic/gentle/mild property with a weightage of 80/80.

• SRO 2 : To evaluate the safety of the product through external use/internal consumption (by chance) on skin/corrosive effect when taken internally with the weightage of 80/80.

 • SRO 3: To evaluate the brand image of the product through

certification/innovation/price through government/non-government organization/new variety/medium/high price with a weightage of 70/60/50.

• SRO 4: To evaluate the effect of advertisement on consumer buying behavior for baby shampoo on digital media/print media/social media/NGO/event sponsorship/ social cause related marketing with a weightage of 60/40/40.

SECONDARY RESEARCH OBJECTIVE

• SRO 5: To evaluate the financial strength for consumer buying behavior on lower class/middle class/premium class on salary/occupation/expenditure with a weightage of 30/50/50.

• SRO 6: To evaluate the user status of the consumers through past experience/references on own/family/associates/marketers with a weightage of 40/30.

• SRO 7: To evaluate the social factors of the consumer through family size/lifestyle on nuclear family/joint family/modern/Traditional way of living with weightage of 30/30.

• SRO 8 : To evaluate the consumer attraction point through fragrance/packaging/discount through natural/artificial/simple/complex/on single product/on multiple product with a weightage of 30/30/40

SECONDARY RESEARCH OBJECTIVE

QUESTIONNAIRE SAMPLES DICTOMOUS

• Are you satisfied with the quality of product?   YES NO

• Do you think a certification is essential for buying a baby care product?  YES NO

PERCENTAGE SCALEThe following questions have options, followed by liker scale. Decide which one to select.Mark your answer as:Select A if your answer is definitely 0%Select B if your answer is 25%Select C if your answer is 50%Select D if your answer is 75%Select E if your answer is 100% • How much do you think that brand image of a product is important while you are

selecting a product? A. B. C. D. E.

SUMMATED SCALEThe following questions have options, followed by liker scale. Decide which one to select.Mark your answer as:Select A if your answer is definitely yes.Select B if your answer is yes.Select C if your answer is maybe.Select D if your answer is no.Select E if your answer is not at all. • Will you again buy a shampoo if you found that it contains artificial

ingredients but skin friendly for your baby? A. B. C. D. E.

• Do you prefer the shampoo that is recommended to you by a pediatrician? A. B. C. D. E.

QUESTIONNAIRE SAMPLES

LIKERT SCALE

The following questions have options, followed by liker scale. Decide which one to select.Mark your answer as:Select A if your answer is strongly agreeSelect B if your answer is moderately agree.Select C if your answer is maybe.Select D if your answer is moderately disagreeSelect E if your answer is strongly disagree. • Do you think that homemade shampoo is better than commercialized

shampoo for your baby? A. B. C. D. E. • Do you think using a shampoo that has antiseptic property is good for your

baby? A. B. C. D. E.

QUESTIONNAIRE SAMPLES

QUESTIONNAIRE SAMPLES QUESTION TYPE

• Select the age of the child? O Below 1 year O 1-2 Year O 2-4 year O 4-5 year • Please select the highest level of education completed: O Up to 10+2 O Graduation O Post-graduation O PhD

SEMANTIC DIFFERTIAL SCALE

• Among antiseptic, gentle and mild, which one amongst them would be your 1st, 2nd and 3rd preference

  1. ____ 2.____ 3._____

ANALYSIS & RESULTS• CROSS TAB

Assuming CL=90%, P=0.10

H0: Family size has no significant influence over the frequency of purchase

Chi2 obs = 2.318, P obs = 0.677 Since, P < 0.677, therefore we failed to reject H0

Conclusion: Family size has no significant influence over the frequency of

purchase

H0: Recommendation has no significant influence over user preference

Chi2obs = 20.458, P obs = 0.009 Since, P>0.009, therefore we reject H0

Conclusion: There is an influence of recommendation over user preference

• CROSS TAB

Assuming CL=90%, P=0.10

H0: Advertisement has no influence over price Chi2obs = 4.345, P obs = 0.630 Since, P<0.630, therefore we failed to reject Conclusion: Advertisement has no influence over price

H0: Brand image has no influence over the educational qualification of the user Chi2obs = 19.337, P obs = 0.004 Since, P>0.004, therefore we reject H0

Conclusion: Brand image has an influence over the educational qualification of the user

ANALYSIS & RESULTS

• CROSS TAB

Assuming CL=90%, P=0.10

H0: Monthly income of a family has no influence on the quality of the product

Chi2obs =11.146, Pobs =0.011 Since, P>0.011, therefore we reject H0

Conclusion: Monthly income of a family has influence on the quality of the product

H0: Fragrance has no influence on the buyer’s age Chi2obs =7.175, Pobs =0.518 Since, P<0.518, therefore we failed to reject H0

Conclusion: Fragrance has an influence on the buyer’s age

ANALYSIS & RESULTS

• ANOVA

Assuming CL=90%, P=0.10

H0 : Whether modes of advertisement does not have any significant impact on the sale of the product.

Potential = 0.10,Pobs =0.001 Since, P>0.001, therefore we reject H0 Conclusion: Modes of advertisement have significant impact on the sale of the product

ANALYSIS & RESULTS

• CORELATION Whether there is any relation between family size and frequency of the

purchase

Conclusion: There is a positive correlation

fmlysize_code Freq_of_prch_code

fmlysize_codePearson Correlation 1 .210

Sig. (2-tailed) .211N 37 37

Freq_of_prch_codePearson Correlation .210 1

Sig. (2-tailed) .211 N 37 37

ANALYSIS & RESULTS

Whether there is any relation between income and expense

Conclusion: There is a positive correlation

income_code

expence_code

income_code

Pearson Correlation

1 .597**

Sig. (2-tailed) .000N 37 37

expence_code

Pearson Correlation

.597** 1

Sig. (2-tailed) .000 N 37 37

• CORELATION

ANALYSIS & RESULTS

• CORELATION

celebrity_code

price_code

celebrity_code

Pearson Correlation

1 -.365*

Sig. (2-tailed) .026

N 37 37

price_code

Pearson Correlation

-.365* 1

Sig. (2-tailed) .026 N 37 37

Whether there is any relation between celebrity endorsement and price

Conclusion: There is a positive correlation

ANALYSIS & RESULTS

CONCLUSION• Our project was to conduct a survey to get suggestions, opinions and reviews for

baby products in different aspects.• Baby products had been divided into 8 categories quality, safety, brand image,

advertisement, financial strength of the customer, usage status, social factor and attraction point.

• For conducting the survey we had made a questionnaire of 60 to 70 questions which was ask to several respondents. We got positive as well as negative response about a same brand. Through their answers we found many new consumer needs.

• We have performed Chi square test to find out influences of one group over few other group. For examples: Whether family size has any significant influence over the frequency of purchase, Whether recommendation have any influence over user preference, etc.

• We have done some analysis in the SPSS (Results and Analysis part) which shows us the impact of the many categories of the baby product in the buying behavior of the customers.