Factors Influencing on the Mothers’ Brand Choice in Baby Milk Formula: A Study in Vavuniya District, Sri Lanka

Abstract

Marketers are very much interested in knowing about the preferences from the existing as well as prospective customers for any product or service. Knowing mothers’ brand choice is essential for creating strategies for baby items, especially about their choice on Milk Food Formula, in the market. Using Grounded Theory approach, this study explores how the marketers can gain fresh insights into mothers’ behavior of baby milk products in the day-to-day market.  By using this methodology, researcher plans to analyze the data from 40 in-depth interviews with a mother who has infants in the research area. This approach allows the development of new knowledge about the mothers’ purchase behavior on milk powder brands. The findings of the study might show that mothers are seeking for a better benefit, such as convenience, nutritional content, organic, economical, availability, varied fat content, recommendation(s) from their family doctors and relatives, etc. which are match with their living patterns, cultural norms, as well as their care on infants. Especially they are more concern on brand benefits, which match the needs of the society. This research might help to give an implication to design a unique strategy to the marketers to attract more and more mothers to purchase particular brand in the selected area as well as country at large.

Keywords: Infant, Baby Milk Formula, Mothers Brand Choice Marketers, In-depth-interviews.