Mothers Perception, Attitude, and Willingness to Purchase towards Baby Formula
Abstract
There is abundance of baby formula brand in Indonesia’s market. To capture reasonable share in these lucrative businesses, it is imperative that producers have to remain competitive. Advertisements in a variety of media is being recognized as a method to communicate products to a wider target audience but empirical research also shown that consumers are sceptical of such claims. The purpose of the paper is to identify customer perceptions and attitude towards baby formula and their willingness to pay. The preliminary qualitative study was conducted by focus group discussion and sentence completion technique. The quantitative study is expected to validate the findings. Questionnaires are distributed to total 105 mothers who have baby at 0 – 5 years old, where hypothesis were tested with multivariate analysis. The result shows that growth benefit made by baby formula significantly influence the willingness to purchase baby formula. The mothers stated that baby formula is considered as substitute for breast milk only, giving nutrition for baby but does not build baby’s intelligence as claimed in many advertisements. The implication of this research is valuable for marketer to understand consumer preferences and perspective on baby formula purchase.Downloads
Copyright (c) 2013 Journal of Economics and Behavioral Studies
This work is licensed under a Creative Commons Attribution 4.0 International License.
Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of a revised paper in the light of suggestions of the reviewers, editorial team edits and formats manuscripts to bring uniformity and standardization in published material.
This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.
