baby food product

7/31/2019 Baby Food Product

1/19

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


2/19

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


3/19

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


4/19

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


5/19

5. How frequently do you purchase the product?


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


6/19

6. At what age do you prefer giving instant food?


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


7/19

7. Have you taken the advice of doctor before the consumption of

product?


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?


To make the baby strong and healthy 20

90%

10%

Yes No


8/19

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


9/19

9. What according to you, is the influencing factor for buying the

product?


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?


One Pouch 10

One Tin 65

5%

20%

70%

5%

Relatives Self-decision

Advertisement Any other


10/19

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


11/19

11. Are you satisfied with the product you are using?


Yes 85

No 15Total 100

85% respondents say that they are satisfied with their product.

85%

15%

Yes No


12/19

12. What are your future expectations from the product?


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


13/19

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


14/19

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


15/19

ROLE OF CONSUMER

INITIATOR

INFLUENCER

BUYER

USER


16/19

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.


17/19

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.


18/19

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.


19/19

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.

baby food product

Documents