Project Report on

“A STUDY ON CONSUMER PREFERENCE ON BABY SKIN CARE

PRODUCTS”

Submitted in partial fulfillment of the requirements for the award of the

degree of

BACHELOR OF COMMERCE (HONOURS)

Under the Guidance of: Submitted BY

DR. PREETI JINDAL KHUSHI JAIN
Assistant Professor, DSPSR B.Com(H) III Semester

Enrollment No. 01012588821

Session 2021-2024

Delhi School of Professional Studies and Research

(Affiliated to Guru Gobind Singh Indraprastha University, New Delhi)
 Declaration
I take this opportunity to express my profound gratitude and deep regards to my guide Dr. Preeti
Jindal for his exemplary guidance, monitoring and constant encouragement throughout the
course of this project. The blessing, help and guidance given by her time to time shall carry me a
long way in the journey of life on which I am about to embark.

Last but not least, my sincere thanks to my parents and friends for their wholehearted support and
encouragement.
I also hereby declare that the project work entitled “A STUDY ON CONSUMER
PREFERENCE ON BABY SKIN CARE PRODUCTS” under the guidance of “Dr. Preeti
Jindal” is my original work and it has not been submitted earlier in any other university or
institution.

Khushi Jain

BCOM(HONS) - A
 Certificate
This is to certify that the project titled “A STUDY ON CONSUMER PREFERENCE ON

BABYSKIN CARE PRODUCTS” is an academic work done by Ms. Khushi Jain submitted in
the partial fulfillment of the requirements for the award of degree of Bachelor of Commerce
(Hons.) at Delhi School of Professional Studies and Research, New Delhi under my guidance and
direction.

Ms. Khushi Jain has given an undertaking that the information presented in the project has not
been submitted earlier.

(Signature of Faculty)

Dr. Preeti Jindal

Assistant Professor, DSPSR
TABLES OF CONTENTS

CHAPTER NO. CONTENTS PAGE NO:

LIST OF TABLES

LIST OF FIGURES

CHAPTER 1 INTRODUCTION 1 – 10

CHAPTER 2 REVIEW OF LITERATURE 11– 17

OBJECTIVES AND
CHAPTER 3 18 – 21
RESEARCH
METHODOLOGY
DATA ANALYSIS AND
CHAPTER 4 22 – 44
INTERPRETATION

FINDINGS, SUGGESTIONS &

CHAPTER 5 45 – 49
CONCLUSION

50-52
BIBLIOGRAPHY

53-61
ANNEXURE
a) QUESTIONNAIRE
b) MODULES
 LIST OF TABLES

TABLE PAGE
TITLE
NO: NO:

4.1 Age wise classification of respondents 17

4.2 Gender wise classification of respondents 18

4.3 Occupation wise classification of respondents 19

4.4 Educational Qualification wise classification of respondents 20

4.5 Monthly income wise classification of respondents 21

4.6 Users of baby skin care products 22

4.7 Brand loyalty of respondents 23

4.8 Brand preference of the respondents 24

4.9 Source of information about baby skin care products 25

4.10 Factors influenced respondents to buy baby skin care products 26

4.11 Side effects of using baby skin care products 27

4.12 Frequency of buying of baby skin care products 28

Types of baby skin care products respondent used for their

4.13 29
babies

4.14 Purchasing source of baby skin care products 30

Spending behavior of respondents on natural organic baby

4.15 31
skin care products

4.16 Types of ingredients respondents want in baby skin care 32

products
 Satisfaction of respondents on their current baby skin care products
4.17 33

Degree of recommendation of baby skin care brand to friends/relatives

4.18 34

4.19 Readiness to switch the brand 35

4.20 Impact of advertisement on baby skin care products 36

4.21 Respondents opinion about attractiveness of packaging 37

Changes expected by the respondents to baby skin care products

4.22 38

Rating of respondents of their current baby skin care products out of 5

4.23 39
 LIST OF CHARTS

FIGURE NO PAGE NO
TITLE

4.1 Age wise classification of respondents 17

4.2 Gender wise classification of respondents 18

4.3 Occupation wise classification of respondents 19

4.4 Educational Qualification wise classification of respondents 20

4.5 Monthly income wise classification of respondents 21

4.6 Users of baby skin care products 22

4.7 Brand loyalty of respondents 23

4.8 Brand preference of the respondents 24

4.9 Source of information about baby skin care products 25

4.10 Factors influenced respondents to buy baby skin care 26

products
4.11 Side effects of using baby skin care products 27

4.12 Frequency of buying of baby skin care products 28

Types of baby skin care products respondent used for their

4.13 29
babies

4.14 Purchasing source of baby skin care products 30

Spending behavior of respondents on natural organic baby

4.15 31
skin care products
4.16 Types of ingredients respondents want in baby skin care 32
products
Satisfaction of respondents on their current baby skin care
4.17 33
products

Degree of recommendation of baby skin care brand to

4.18 34
friends/relatives

4.19 Readiness to switch the brand 35

4.20 Impact of advertisement on baby skin care products 36

4.21 Respondents opinion about attractiveness of packaging 37

Changes expected by the respondents to baby skin care products

4.22 38

Rating of respondents of their current baby skin care products

4.23 39
out of 5
 CHAPTER 1

INTRODUCTION

1
 Introduction
A consumer is an individual who purchase or has the capacity to purchase
goods and services offered for sale by marketing institutions in order to satisfy
personal or household need, wants or desire. According to a statement made by
Mahatma Gandhi, “A consumer is the most important visitors or our premises.
He is not dependent on us. We are dependent on him. He is not an outsider for
our business. He is part of it. We are not doing him a favor by giving as an
opportunity to do so. So consumer is like the blood of our business and also a
satisfied consumer is a word of mouth advertisement of a product or services.”

Baby skin care products which used for maintaining the baby skin from all
skin diseases. It is a safety care product for a baby skin. There are several
products which are relatively important for proper care of baby. It includes baby
powder, soap, cream, oil and wipes etc. These are wide range of brands offering
baby skin care products. It includes Johnson & Johnson, Himalaya, Sebamed,
Mother care, Pigeon, MeeMee, etc. Baby care products industry comprises of
segments which address various basic needs of a baby in day to day life. Any
product that promises to meet the demand for taking care of an infant, generally
between 0-5 years of age falls under this industry. Typical segments of this
industry are skin care, baby food, toiletries, apparels and footwear, toys, baby
convenience and safety products etc.

So now a day’s the demand of baby skin care products is increased with the
increase in demand of baby skin care product. A few numbers of companies
which have found their base in the market are Johnson’s baby, Himalaya,
Chicco, Sebamed, Libero etc. Each of these brands produce various products
such as soap, shampoo, cream, no tear shampoo, oil and no tear soap etc.
Parents prefer these products to ensure maximum
care for their babies.

2
 Statement of the problem

The study made an attempt to analyze the various aspects regarding the
consumer brand preference towards baby skin care products. Factors which
influencing the buying decisions of baby skin care products and consumer
satisfaction towards baby skin care products in Mala Panchayath, Thrissur
District.

 Scope of study

Now a day’s parents are very conscious about the skin care of babies and they
are willing to spend a lot of money for baby skin care products. But earlier it was
not like that. Now there are varieties of baby skin care products available in
market. The purpose of study is to analyses the consumer preference towards
baby skin care products. The study mainly focuses on 7th ward of Mala
Panchayath.

11
 Introduction

Baby skin care products are those products which are used for maintaining the
baby’s skin as smooth and moisturized. These products help to keep baby’s
skin from all skin diseases. It is a safety care product for the baby skin. There are
several products, which are relatively important for proper care of babies. It
includes baby powder, soap, cream, oil, wipes etc. There are a wide range of
brands offering baby skincare products. It includes Johnson & Johnson,
Himalaya, Wipro, Sebamed, Libero etc.

 History

The history of baby skin care of products is not as well described and detailed as
that of adult cleansing and protecting products. The main reason for this may
be the fact that the importance of taking special care for a baby's skin was not
recognized and understood for a long time. Until the late 19th centenary,
the main cleansing aids were handmade soap made of facts and Iye. Later on ,
synthetic bars based on synthetic detergent were introduced to the market.
Proctor and gamble started to sell pure bar soaps for babies in the last 19th
century; however the same products were used to clean dishes and cloth as well.
Johnson &Johnson launched maternity kits in the 1890s. These kits included
Johnson’s baby powder which was the first and very successful item of the
company's baby care line. Baby powders were popular for a long time for
providing a dry environment to the diaper zone. In the 1950s, Johnson’s baby
shampoo was the first specially formulated product to be as mild to a baby’s
eye as pure water. The product, known by its famous claim “No More Tears”,
is still available on the market , specially formulated for babies ‘delicate skin and
sensitive eyes’.

12
 Origin of the product

The earliest baby powder was in a metal tin with an orange and white label,
which stated it was “For Toilet and Nursery”. Johnson’s baby powder, with its
instantly recognizable scent, became one of the most familiar and trusted
products in the world. This product, a result of consumer interaction with the
company and the other baby products that followed became a part of the baby
care routines of new parents, who wrote in to Johnson & Johnson, happy to share
their stories and happy occasions. Parents delighted in sending photographs of
their babies holding the baby powder tins to the company, which reciprocated
by publishing the photos in its early newsletters.

 Baby skin care product in India

Baby Care Market in India is highly fragmented and unorganized in the apparel
toys and accessories segment. But due to the ethical nature of the segments like
food, skin and hair care these segments are dominated by organized players. The
low penetration of the baby care sectors and a smaller number of organized
players in the baby retailing segment which contributes nearly 93% of the
sector’s revenue it can be said that the sector is in a very nascent stage and it is
likely to enter the Indian population.

The industry is facing a myriad of problems like scarcity of raw materials and
preference of people to cheaper substitutes. The industry expectant of registering
a remarkable growth on the account of increasing baby population in India,
increase in disposable income of parents, change in consumer habits of parents
and frugal innovation done to reduce the cost of various baby care products in
the Indian market. The sector can further increase its growth in the rural market
with a better distribution network.

13
 Baby care products industry comprises segments which address various basic
needs of a baby in day- t o - d a y life. Any product that promises to meet the
demand for taking care of an infant, generally between 0-5 years of age, falls
under this industry. Typical segments of this industry are skin-care, hair care,
baby food, toiletries (diapers and its accessories and wipes), apparels &
footwear, toys, baby convenience and safety products etc.
The top companies in the Baby care products market are Johnson & Johnson,
Kimberly Clark, Procter & Gamble and Unilever. Other popular vendors are
Aditya Birla group, Amul, Brevis, Chicco, Comb, Dabur, Dorel industries,
Emami, Fisher-price, Hasbro, Himalaya Drug Company, Infantino, Krater
Healthcare, Kiwi Baby, Lilliput, Mom and M, Marico, Mother care, Nestle,
Newell Rubbermaid, Peg Pergo, Pristine Organics, Wipro, and Lockhar etc.

Demographic factors play a crucial role in the development of the baby care
products market worldwide. Some of the key factors impacting healthy growth
of the baby care market include parents’ preference and awareness about baby
care products, growing consumer spending on baby care products and more
women entering the workforce, which is driving the demand for alternatives of
traditional baby care methods. These factors in combination with growing
numbers of research demonstrations and the absolute need for hygiene and
balanced care of child’s health will continue to drive spending on baby care
products.

 Some key players of baby skin care products

Johnson & Johnson

Johnson & Johnson is an American multinational medical device,

pharmaceutical and consumer packaged goods manufacturer founded in 1886. It
markets a variety of baby skin care products. It offers savings, tips and advice
for Johnson & Johnson products. Johnson & Johnson

14
 ranked at the top of Harris Interactive’s National Corporate Reputation Survey
for seven consecutive years up to 2005, was ranked as the world’ most respected
company by Barron’s magazine in 2008, and was the first corporation awarded
the Benjamin Franklin Award for public Diplomacy by the US state department
in 2005 for its funding of international educational programs. The corporation
includes some 250 subsidiary companies with operations in over 57 countries
and products sold in over 175 countries.

Product profile of Johnson & Johnson

● Johnson’s Baby Top to Toe wash

● Johnson’s Baby Cream

● Johnson’s Baby Soap

● Johnson’s Baby Wipes

● Johnson’s Baby Powder

● Johnson’s Baby Oil

● Johnson’s Baby Lotion

● Johnson’s Baby Shampoo

● Johnson’s Baby Bedtime Lotion

Himalaya

The Himalaya Drug company was founded in 1930 by M. Manal with a clear
vision to bring Ayurveda to society in a contemporary form and to unravel the
mystery behind the 5000 year old system of medicine. This included referring to
ancient Ayurvedic texts, selecting indigenous herbs and subjecting
theformulations to modern pharmacological, toxicological and safety tests
tocreate new drugs and therapies. It produces health care products under the
name Himalaya Herbal Healthcare whose products include Ayurvedic
ingredients. It is spread across locations in India, the

15
 United States, the Middle East, Asia and Europe, while its products are sold in
92 countries across the world.

Product profile of Himalaya

● Himalaya Baby Cream

● Himalaya Baby Lotion

● Himalaya Baby Powder

● Himalaya Nourishing Baby Oil

● Himalaya Gentle Baby Wipes

● Himalaya Gentle Baby Shampoo

● Himalaya Baby Soap

Libero

The brand Libero has its heritage in Sweden and was created or established
about thirty years ago. Libero also offers baby care products ranging from Baby
Wipes, Baby Soap to Baby Oil. Libero works continuously for the development
of new, sustainable products that are always tested rigorously to ensure best
quality products. Svenska Cellulosa Aktiebolaget, SCA, is the company behind
the Libero brand. It holds a strong position when it comes to baby diapers and
baby care products and is the fourth biggest company globally within this
segment/category. Libero in India has a wide assortment that consist of regular
open diapers, pant Style diapers as well as baby care products like baby wipes,
baby lotion, baby oil, baby wash, baby powder and baby bar soap.

Product Profile of Libero

● Libero Baby Soap

● Libero Baby Powder

● Libero Baby Oil

16
 ● Libero Baby Lotion

● Libero Baby Wipes

3.3.2 Wipro

Wipro limited incorporated on December 29, 1945, is a global information

technology (IT) services company. The company operates in three segments: IT
services business segment, IT product business segment and consumer care and
lighting business segment. The company’s range of personal care products
includes deodorants and fragrances, hair care, bath and shower, skin care and
other personal care products. Its product line includes soaps and toiletries as well
as body products. Its umbrella brands include Santhoor, Chandhrika, Wipro
active and Wipro baby soft, a range of infant and child care products that
includes soap, talcum powder, oil, diapers and feeding bottles and wellness
products. Besides India, the business has significant presence in Malaysia,
Indonesia, Vietnam, China, Taiwan, Hong Kong and Middle East.

Product Profile of Wipro

● WBS saffron & milk of Almond Soap

● WBS Tulsi and Almond Oil Soap

● WBS Powder

● WBS Baby Oil

● WBS Diapers

3.3.3 Sebamed

Sebamed is a German brand name of Sebapharma GmbH & Co. KG, which
manufactures medicinal skin care products. Sebamed was established by Heinz
Maurer in 1957. Since 1971 the sebamed products have been exported to over 70
countries. Sebamed markets a variety of baby skin care products. It includes
baby creams, oils, lotions etc. Today

17
 it trades all over the world and annual turnover is 100 million Euros. Sebamed is
a German brand of Sebapharma which manufactures medical skin care products.
It is a leading brand of medical skin care and soft baby skin. The company has
operated successfully as a competent, innovative and performance oriented
enterprise for tears now.

Product profile of Sebamed

● Sebamed Baby Massage oil

● Sebamed Baby Lotion

● Sebamed Baby Diaper Rash Cream

● Sebamed Baby Cream Extra Soft

● Sebamed Baby Shampoo

● Sebamed Baby wash Extra Soft

● Sebamed Baby cleansing Bar

Mother care

The company was founded by Selim Zilkha and Sir James Goldsmith in 1961. It
was first listed on the London Stock Exchange in 1972. Mothercare is a
specialist retailer of products for mothers-to-be, babies and children up to the
age of eight. Mothercare opened its first store in 1961 in Kingston, Surrey.
Initially the business focused on pushchairs. Nursery furniture and maternity
clothing, but it subsequently expanded its range to include clothing for children
up to the age of eight. It now offers a wide range of maternity and children’s
clothing, furniture and home furnishings, bedding, feeding. They have a
presence in 45 countries.

Product profile of Mothercare

● Mother care Baby Powder

● Mother care Baby Lotion

● Mother care Baby Shampoo

18
● Mother care Baby Oil

MeeMee

The MeeMee brand of Mother and Baby Care products was launched in 2006
and all MeeMee trademarks are registered and owned by Men Moms Pvt. Ltd
(earlier known as Mamta Baby Products Pvt. Ltd.). All the MeeMee range of
products are designed with great attention and care to ensure best quality and
optimum safety for mothers and their precious babies, so as to enrich their first
experiences together. MeeMee products have been very well accepted by
expecting and new mothers.

Product profile of MeeMee

● MeeMee Baby Oil

● MeeMee Baby Powder

● MeeMee Baby Lotion

● MeeMee Baby Shampoo

● MeeMee Baby Rash Cream

● MeeMee Baby Wellness Soap

● MeeMee Baby Wipes

Chicco
Chicco is an Italian baby care brand. This brand is one of the leading names in
baby care today. Their products are described as being free of petroleum
derivatives, color additives and alcohol. According to the label 99% of the
ingredients are from natural origins and 10% are from organic farming. Chicco is
now in more than 120 countries over six continents.

Product profile of Chicco

● Chicco Baby Moments Soap

● Chicco Baby Moments No Tears Shampoo

19
● Chicco Baby Moments Talc Powder

● Chicco Baby Moments Body Lotion

● Chicco Baby Moments Sun Cream

20
 Limitations of the study

 Personal biases of the respondent may affect the study.

 The study limited to the parents and children of Mala Panchayath and therefore
findings of the study cannot be expected to other areas.

21
 Chapterization

 Chapter 1: This chapter deals with nature and importance of the study. The
objectives of the study, scope of the study, limitations of the study and chapter
scheme are presented hereby.

 Chapter 2: This chapter deals with reviews available literature related to this
study.

 Chapter 3: This chapter deals with origin of the baby products and some key
players and so on.

 Chapter 4: This chapter includes analysis and interpretation of consumer’s

preference, satisfaction towards baby skin care products.

 Chapter 5: The last chapter gives the summary of the findings, suggestions and
conclusions resulting from the study.

22
 CHAPTER 2
REVIEW OF LITERATURE
2.1 Introduction

Review of literature is a very significant and essential part of research. It helps

the research. It helps the research to gain a wider deeper understanding of the
area of study. It also guides the researcher in planning the study by including
various aspects that have to be decided.

Yeom acha (2014), ‘studies baby care production both in price and quantity’.
Therefore, it is immensely necessary for both products and dealers to see that
competitive efficiency of products kept high. Producers have to act on
production, pricing, promotion, and distributions according to consumer
preference dealers have got the responsibility in this direction in the promotion
and distribution in their areas. Regular market research will help in ascertaining
the preference and acting accordingly in the field of production, distribution etc.
Consumer orientation of marketing is immensely necessary for creating and
maintaining the brand image in the minds.

Bernard Oyale (2012), ‘studies that baby accessory products are selected
through the brand perception and brand equality’. The study explored
communication tools. The study was focused on baby accessory products in
order to realize what mothers think conceive and learn upon brand. The
researcher's result showed that brand perception of mothers for baby accessory
products is different when considered by marketing communication programs.

P.K Khicha (2012), studied that baby accessory products are selected through
the brand perception and brand equity. He studied the brand theory, brand
equity, and brand perception. The study explored how to create brand perception
and brand equity by using different marketing communication tools.

Sloan and pal (2011), did a study of baby care products in the market in the US.
The company will launch the shave baby care line of lotions and

7
other products for babies. An estimated $20 million marketing and advertising
campaign will support the product launch. Besides shampoos, powders, lotions,
oil, and baby bath the line will include baby wipes.
Abdhullah bin junaid (2011), studies the consumption pattern of the baby care
products among parents in Delhi. He inspected that the purpose of using a baby
skin care product is not affected by the age groups; the place of buying skincare
products has no significance with the income of a person and cosmetic
consumers. Income doesn’t play any role while choosing a brand.

Daniels and Jane (2009), studies the marketing strategies with the baby product
industry. The study of the baby product market can be very congested with many
different brands depending on the product and it can be hard for a consumer to
distinguish between the multiple brands. Markets need to assist consumers
through the distraction of all the various brands and lead the consumers to their
particular brand.

Andrew S. Nyangau (2008), investigates the effect of different marketing

communication programs towards brand perception and brand equity. The study
was focused on baby accessory products in order to realize what mothers think,
conceive and learn upon brands. The researcher's result showed that brand
perception of mothers for baby accessory products is different when considered
by marketing communication programs.

Erzsebet and Zoltan (2007), according to them both the qualitative and
quantitative research showed that respondents adopted similar risk reduction
strategies in their purchase of baby care products. This research investigated
consumer perceptions and buying behavior of baby care products. The results of
the primary research showed that consumer’s needs were satisfied with the
product in terms of reliability and performance and packaging.

8
Bittan and Christine (2003), revealed that Johnson and Johnson will launch
skin care product that are aimed at baby boomers in the U.S as of January 2
2003. Information on the two sub brands under the Neutrogena line products.
Update on the product launchers from Procter and gamble (p&g) Unilever and
L'Oreal to address the competition for skin care products in the J.S. market.
Comparison between the sales of P&G Neutrogena in the overall total value of
the budget allotted by Johnson and Johnson on media, for the Neutrogena
Franchise in 2002.
Febrina fitriyanti tambunan (2003), the study reveals that address various
perception towards baby formula it is recommended that health and nutrition
practitioners become more activity involved with the training of health
professionals to engaged more with media primary care level and in turn
encourage health professional to engage more with media sources.

9
 CHAPTER 3

OBJECTIVES AND RESEARCH

METHODOLOGY

21
Objectives of the study
1) To determine the demographic details of respondents.

2) To identify the factors which influence the buying decision of baby skincare products.

3) To understand the consumer preference towards various brand of baby skincare

products.

4) To understand the consumer satisfaction towards baby skin care products.

22
 Research design

 Nature of study
Descriptive research method

 Sources of data

The primary data are collected from the consumer of baby skin care products from
questionnaire. Secondary data is collected from books and internet.
I am using self-administered questionnaire and it includes close ended questions.

 Sample design

 Target population

Here the population is consumers of baby skin care products o f 7th ward of Mala
Panchayath. Therefore, population is infinite.

 Method of sampling

Snowball sampling method is adopted for this study.

 Size of sample

The sample size for the taken study is 50 consumers of different baby skin care
products.

 Tool for data analysis

The tools used for analysis is percentage analysis. Analyzed data are presented with the
help of tables and charts.
The present study is using r-studio for data analysis.

23
 CHAPTER 4

DATA ANALYSIS AND

INTERPRETATION

24
 Table 4.1 shows the age wise classification of respondents

Age No. of respondents Percentage

Below2 5 15 30%

25-30 23 46%

30-35 9 18%

Above 3 6%
35
Total 50 100%

(Source: Primary data)

Figure 4.1 shows the age wise classification of respondents

From the above table 4.1 it is clear that , 30% of respondents are aged below 25 , 46%
of the respondents are aged between 25-30 , 18% of the respondents are aged between
30-35 and 6% of the respondents are aged above 35.

25
 Table 4.2 shows the gender wise classification of respondents

Gender No. of respondents Percentage

Female 46 92%

Male 4 8%

Total 50 100%

(Source: Primary data)

Figure 4.2 shows the gender wise classification respondents

From the above table 4.2 it is understood that 92% of the respondents are females and
8% of the respondents are male.

26
 Table 4.3 shows the occupation of respondents

Occupation No. of respondents Percentage

Student 9 18%
House wife 19 38%
Government/Private 17 34%
job
Business 3 6%
Others 2 4%
Total 50 100%
(Source: Primary data)

Figure 4.3 shows the occupation of respondents

From the above table 4.3 it is clear that 18% of the respondents are students , 38% of the
respondents are housewives , 34% of the respondents are government/private
employees , 6% of the respondents are doing business and 4% of the respondents are
doing some other occupation.

27
Table 4.4 shows the educational qualification of respondents
Qualification No. of respondents Percentage

SSLC 3 6%

Higher Secondary 5 10%

Under 15 30%
Graduate/Graduate
Post Graduate 27 54%

Other 0 0%

Total 50 100%

(Source: Primary data)

Figure 4.4 shows the educational qualification of respondents

From the above table 4.4 it reveals that 6% of the respondents have completed their
matriculation in SSLC , 10% of the respondents have completed their matriculation in
higher secondary , 30% of the respondents have completed their matriculation in under
graduate/graduates and 54% of the respondents have completed their matriculation in
post-graduation.

28
 Table 4.5 shows the monthly income of the respondents
Monthly No. of Percentage
income respondents
Below 25000 30 60%
25001-60000 13 26%
60001-100000 4 8%
Above 100000 3 6%
Total 50 100%
(Source: Primary data)

Figure 4.5 shows the monthly income of the respondents

From the above table 4.5 it is clear that 60% of the respondents have a monthly income,
of below 25000, 26% of the respondents have a monthly income between 25001-60000,
8% of the respondents have a monthly income between 60001-100000 and 6% of the
respondents have a monthly income of above 100000.

29
Table 4.6 shows respondents ever used baby skin care products for
their babies

Particulars No. of respondents Percentage

Yes 50 100%

No 0 0%

Total 50 100%

(Source: Primary data)

Figure 4.6 shows respondents ever used baby skin care products for
their babies

From the above table 4.6 100% of the respondents are using baby skin care products
for their babies.

30
 Table 4.7 shows the Brand loyalty of consumer
Particulars No. of respondents Percentage

Yes 34 68%

No 1 2%

Up to an extent 15 30%

Total 50 100%

(Source: Primary data)

Figure 4.7 shows the Brand loyalty of consumer

From the above diagram 4.7 it is understood that 68% of respondents are brand loyal
consumers, 2% of the respondents are not brand loyal consumers and 30% of the
respondents are brand loyal consumers up to an extent.

31
 Table 4.8 shows the brand preference of the respondents

Particulars No. of respondents Percentage

Johnson & Johnson 23 46%
Himalaya 14 28%
Sebamed 8 16%
Mother care 2 4%
Libero 0 0%
Others 3 6%
Total 50 100%
(Source: Primary data)

Figure 4.8 shows the brand preference of the respondents

From the above table 4.8 it reveals that 46% of the respondents are preferring Johnson
& Johnson , 28% of the respondents are preferring Himalaya , 16% of the respondents
are preferring Sebamed , 4% of the respondents are preferring Mother Care and 6% of
the respondents are preferring other brands.

32
Table 4.9 shows Source of information about baby skincare products
Particulars No. of respondents Percentage
Product display 4 8%
TV 12 24%
Newspaper 0 0%
Internet 6 12%
Friends/family 28 56%
Total 50 100%
(Source: Primary data)

Figure 4.9 shows Source of information about baby skin care products

From the above diagram 4.9 it is clear that 8% of the respondents came to know about
baby skin care products from product display, 24% of the respondents came to know
about baby skin care products from TV, 12% of the respondents came to know about
baby skin care products from internet and 56% of the respondents came to know
about baby skin care products from their friends and family.

33
Table 4.10 shows factors influenced the respondents to buy baby
skincare products

Particulars No. of respondents Percentage

Brand image 10 20%
Price 7 14%
Quality 12 24%
Quantity 8 16%
Advertisement 6 12%
Availability 7 14%
Total 50 100%
(Source: Primary data)
Figure 4.10 shows factors influenced the respondents to buy baby
skin care products

From the table 4.10 it reveals that 20% of the respondents buy baby skin care product
because of the brand image, 14% of the respondents buy baby skin care because of the
price of the product, 24% of the respondents buy because of the quality of the product,
16% of the respondents buy because of the quantity of the product, 12% of the
respondents because of the advertisement about the product and 14% because of the
availability of the product.

34
Table 4.11 shows side effects of using baby skin care products

No. of respondents Percentage

Particulars
Yes 2 4%

No 42 84%

Sometime 6 12%
s
Total 50 100%

(Source: Primary data)

Figure 4.11 shows side effects of using baby skin care products

From the above table 4.11 it is understood that 4% of the respondent’s baby have side
effects by the use of baby skin care products, 84% of the respondents baby have no side
effects, 12% of the respondents baby have side effects only sometimes.

35
Table 4.12 shows frequency of buying baby skin care products

Particulars No. of respondents Percentage

Once in a week 8 16%
Once in a month 22 44%

More than once 2 4%

Every few month 18 36%
Total 50 100%
(Source: Primary data)

Figure 4.12 shows frequency of buying baby skin care products

From the above table 4.12 it is clear that 16% of the respondents are purchasing baby
products once in a week, 44% of the respondents are purchasing baby products once in a
month, 4% of the respondents are purchasing baby products more than once in a month
and 36% of the respondents are purchasing baby products every few months.

36
Table 4.13 shows types of baby skin care products respondents are
using for their babies

Particulars No. of respondents Percent age

Body wash, soap, oil, lotion 3 6%

Diaper/sunscreen, soap 3 6%

Body wash, shampoo, oil 14 28%

All of the above 30 60%

Total 50 100%

(Source: Primary data)

Figure 4.13 shows types of baby skin care products respondents are
using for their babies

From the above diagram 4.13 6% of the respondents are using body wash, soap, oil,
lotions products for their babies , 6% of the respondents are using diaper/sunscreen,
soap products for their babies, 28% of the respondents are using body wash, shampoo,
oil products for their babies and 60% of the respondents are using all of the above
product for their babies.

37
 Table 4.14 shows purchasing source of baby skin care products

Particulars No. of respondents Percentage

Super market 12 24%
Hyper market 8 16%
Specialized store 22 44%
Wholesale stores 3 6%
Online 5 10%
Total 50 100%
(Source: Primary data)

Figure 4.14 shows purchasing source of baby skin care products

From the above table 4.14 12% of the respondents are buying baby skin care products
from super market, 8% of the respondents are buying baby skin care products from
hyper market, 22% of the respondents are buying baby skin care products from
specialized store, 3% of the respondents are buying baby skin care products from
wholesale stores and 5% of the respondents are buying baby skin care products from
online.

38
Table 4.15 shows spending behavior of respondents on natural,
organic baby skin care products

Particulars No. of respondents Percentage

Below 1000 29 58%

1001-1500 13 26%

1501-2000 3 6%
Above 2000 5 10%

Total 50 100%

(Source: Primary data)

Figure 4.15 shows spending behavior of respondents on natural,

organic baby skin care products

From the above diagram 4.15 58% of the respondents are spending below 1000 on
baby skin care products, 26% of the respondents are spending between 1001-1500 on
baby skin care products, 6% of the respondents are spending between 1501-2000 on
baby skin care products and 10% of the respondents are spending above 2000 on baby
skin care products.

39
Table 4.16 shows types of ingredient respondents wants in the baby
skin care products

Particulars No. of respondents Percentage

All natural/100% natural 23 46%
Organic/USDA certified 2 4%
organic
Plant based material 2 4%
Eco friendly 6 12%
All of the above 17 34%
Total 50 100%
(Source: Primary data)

Figure 4.16 shows types of ingredient respondents wants in the baby

skin care products

From the above table 4.16 it is understood that 46% of the respondents are using all
natural/100% natural baby skin care products, 4% of the respondents are using
organic/USDA certified organic baby skin care products, 4% of the respondents are
using plant-based baby skin care product, 12% of the respondents are using eco-friendly
baby skin care products and 34% of the respondents are using all of the above.

40
Table 4.17 shows satisfaction of respondents on their current baby
skin care products

Particulars No. of respondents Percentage

Highly satisfied 15 30%

Satisfied 33 66%

Neutral 2 4%

Dissatisfied 0 0%

Highly dissatisfied 0 0%

Total 50 100%

(Source: Primary data)

Figure 4.17 shows satisfaction of the respondents on their current

baby skin care products

From the above table 4.17 it reveals that 30% of the respondents are highly satisfied in
their current baby skin care products, 66% of the respondents are satisfied in their
current baby skin care products, 4% of the respondents are neutrally satisfied in their
baby skin care products.

41
Table 4.18 shows degree of recommendation of baby skin care brand
to friends and relatives
Particulars No. of Percentage
respondents
Yes 39 78%

No 2 4%

Maybe 9 18%

Total 50 100%

(Source: Primary data)

Figure 4.18 shows degree of recommendation of baby skin care brand

to friends and relatives

From the above table 4.18 it is clear that 78% of respondents recommend their brands to
friends and relatives, 4% of respondents not recommend their brand to friends and
relatives, 18% of respondents maybe recommend their brand to friends and relatives.

42
 Table 4.19 shows the readiness to switch the brand
Particulars No. of respondents Percentage

Yes 18 36%

No 32 64%

Total 50 100%

(Source: Primary data)

Figure 4.19 shows readiness to switch the brand

From the above table 4.19 it is understood that 64% of the respondents don’t want to
change their existing brand and 36% of respondents wants to change their existing
brand.

43
Table 4.20 shows impact of advertisement on baby skin care products

Particulars No. of respondents Percentage

Strongly agree 9 18%
Agree 28 56%
Neutral 12 24%
Disagree 1 2%
Strongly disagree 0 0%
Total 50 100%
(Source: Primary data)

Figure 4.20 shows impact of advertisement on baby skin

care products
From the above table 4.20 it is clear that 18% of the respondents are strongly agree that
advertisement leads to purchase of baby skin care products, 56% of the respondents are
agreed that advertisement leads to purchase of baby skin care products, 24% of the
respondents are neutrally agreed that advertisement leads to purchase baby skin care
products and 2% of the respondents are disagreed that advertisement don’t leads
to purchase of baby skin care products.

44
Table 4.21 shows respondents’ opinion about attractiveness of
packaging

Particulars No. of Percentage

respondents
Yes 35 70%

No 6 12%

Maybe 9 18%

Total 50 100%

(Source: Primary data)

Figure 4.21 shows respondents’ opinion about attractiveness of

packaging

From the above table 4.21 it is clear that 70% of the respondents says that baby
skin care product has attractive packaging, 12% of the respondents says that baby skin
care product has no attractive packaging and 18% of the respondents says that baby skin
care product may have attractive packaging.

45
Table 4.22 shows changes that respondents wants to bring in baby
skin care products

Particulars No. of respondents Percentage

Packaging Quality 9 18%
Quality Quantity 14 28%
Quantity Price 5 10%
Price Packaging 6 12%
All of the above 16 32%
Total 50 100%
(Source: Primary data)
Figure 4.22 shows changes that respondents wants to bring in baby
skin care products

From the above diagram 4.22 it is understood that 18% of respondents are want changes
in packaging quality , 28% of the respondents want changes in quality quantity , 10% of
the respondents want changes in quantity price , 12% of the respondents want changes
in price packaging and 32% of the respondents want changes in all of the above terms.

46
Table 4.23 shows rating of respondents of their current baby
skincare products out of 5

Particulars No. of respondents Percentage

1 7 14%

2 0 0%

3 9 18%

4 19 38%

5 15 30%

Total 50 100%

(Source: Primary data)

Figure 4.23 shows rating of respondents of their current baby skincare

products out of 5

From the above table 4.23 it is understood that 14% of respondents are rated their
current baby skin care product 1 out of 5, 18% of respondents are rated their current
baby skin care product 3 out of 5, 38% of respondents are rated their current baby skin
care product 4 out of 5 and 30% of respondents are rated their current baby skin care
product 5 out of 5.

47
 CHAPTER 5

FINDINGS, SUGGESTIONS AND

CONCLUSION
5.1 FINDINGS

 It is found that 46% of the respondents are aged between 25-30.

 Most of the respondents are female users.

 38% of the respondents are house wives.

 Majority of the respondents are post graduated.

 Most of the respondents have a monthly income of below 25000.

 Majority of the consumers are brand loyal consumers.

 It is found that 46% of the consumers doing consider Johnson &Johnson baby
products for their baby’s.

 Majority of the respondents are coming to know about the product from
friends/family.

 Majority of the respondents have influenced the quality of the product.

 Majority of the respondent’s babies have no side effects by the use of baby skin
care products.

 Among 50 respondents 44% of the respondents buying the baby skin care
products once in a month.

 It is found that 22% of respondents buying baby skin care products from specialized
stores.

 Majority of the respondents are spending below 1000 for buying baby skin care
products.

 It is found that 46% of the respondents are likely to buy all natural baby skin
care products.

 Majority of the respondents are satisfied with their current baby skin care
products.

45
 It is found that 78% of respondents recommend their brand to friends and
relatives.

 Majority of respondents doesn’t want any changes in their existing baby skin care
brand.

 Majority of respondents are agreeing that advertisement leads to purchase of baby

skin care products.

 It is found that 70% of respondents agree the baby skin care products have
attractive packaging.

 Majority of respondents want changes in their baby skin care products.

 38% of respondent’s rated 4/5th on their current baby skin care products.

5.2 Suggestions

 While preferring baby skin care brands, must consider quality instead of their
popularity.

 Price is still sensitive issue to them. So, the producers must justify its price.

 Issues related to the side effects of the products to be corrected effectively.

 Fair advertisement to be required for baby skin care products.

 Quantity of baby skin care products to be increased with the prevailing price
rate.

 The baby skin care products should be easily available to consumers at their
nearest shop.

 Packaging of the products should be made more attractable.

46
5.3 Conclusion

From the moment of birth and throughout life, a baby needs a mother’s loving care.
Hence every mother is very much concerned about the mild skin of their babies. They
want to keep it gentle and unique. Here the study shows that most of the people in the
7th ward prefer Johnson & Johnson as one of the epic brands for their babies. According
to their opinion Johnson & Johnson is paving the way by advancing research that reveals
the importance of multi-sensory experiences that can lead to happy, healthy baby
development. Most of the consumers are brand conscious and they would like to
purchase best brands that currently available in the market. The consumers are concerned
about the quality assured by various brands. As we know that baby skin is different from adult
skin, it needs extra special care. Most of the brands claim that their product is best to
defense against irritants, germ and bacteria. But in order to protect your baby the product
should be healthy. Every consumer comes under this study wants to make their child skin
squeaky clean.
BIBLIOGRAPHY
 Books
 Daniels, J. (2009). Marketing strategies within the baby product industry.
Journals
 Khicha, P. K., & Oyagi, B. N. (2012). Andrew Nyangau S. Brand Perception on Baby
care Accessory Products. Kaim Journal of Management and Research, 4(1-2), 38-42.

 Kothari C R “Research Methodology” (second edition) new age international

 Marketing management Philip Kotler and Kevin Lane Keller Pearson.
 Mathuthra, O., & Latha, K. (2016). consumers attitude towards baby products of
Johnson & Johnson and Himalayan products, Coimbatore city.
International Journal of Applied Research, 2(6), 816-819.

 Naik, M. N., & Lavuri, R. (2019). Impact of Product Packaging Elements on Consumer
Purchase Notion: A Study FMCG Items.

 Shashi K. Gupti and Prenect Rnagi , Research methodology for commerce , Kalyani
Publishers , Second Edition.

 Tambunan, F. F., & Indriani, M. T. D. (2013). Mothers perception, attitude, and

willingness to purchase towards baby formula. Journal of Economics and Behavioral
Studies, 5(8), 511-521.
 Websites

1. www.shodhganga.inflibnet.ac.in

2. www.wikipedia.org

3. www.google.co.in

4. www.jnjindia.com
ANNEXURE
 Questionnaire
 Age
Below 25 ☐ 25-30 ☐ 30-35 ☐ Above 35 ☐
 Gender
Male ☐ Female ☐
 Occupation
Student ☐ House wife ☐ Government/Private job ☐
Business ☐ Others ☐
 Educational Qualification
SSLC ☐ Higher Secondary ☐ Under Graduate ☐
Post Graduate ☐ Other ☐
 Monthly Income
Below 25000 ☐ 25001-60000 ☐ 60001-100000 ☐
Above 100000 ☐

1. Have you ever used baby skin care products to your baby?
Yes ☐ No ☐
2. Are you a brand loyal consumer?
Yes ☐ No ☐
3. If yes/up to an extent, which brand you prefer more? Johnson & Johnson ☐
Himalaya ☐ Sebamed ☐ Mother care ☐ Libero ☐ Others ☐
4. How did you come to know about baby skin care products?
Product display ☐ TV ☐ Newspaper ☐ Internet ☐ Friends/Family ☐
5. Which factors influenced you to buy baby skin care products? Brand image ☐
Price ☐ Quality ☐ Quantity ☐ Advertisement ☐
Availability ☐
6. Did your baby have any side effects by the use of baby skin care products?
Yes ☐ No ☐ Sometimes ☐
7. How frequently do you buy baby skin care products?
Once in a week ☐ Once in a month ☐ More than once ☐ Every few month ☐
8. What type of skin care products did you use for their baby? Body wash, soap, oil,
Lotions ☐ Diaper/sunscreen, soap ☐ Body wash, shampoo, oil ☐ All of the above ☐
9. Where did you typically buy baby skin care products for your baby?
Super market ☐ Hyper market ☐ Specialized store ☐ Wholesale store ☐
Online ☐
10. How much are you spending on natural, organic baby skin care products?
500-1000 ☐ 1001-1500 ☐ 1501-2000 ☐ Above 2000 ☐
11. Which of the following types of ingredients would make you more likely to buy in a
baby skin care product?
All natural/100% natural ☐ Organic/USDA certified organic ☐
Plant based material ☐ Eco friendly ☐ All of the above ☐
12. How satisfied are you in the current baby skin care products? Highly satisfied ☐
Satisfied ☐ Neutral ☐ Dissatisfied ☐ Highly dissatisfied ☐
13. Would you recommend your brand to your friends and relatives?
Yes ☐ No ☐ May be ☐
14. Would you like to change your existing brand?
Yes ☐ No ☐
15. Do you agree that advertisement leads to purchase of baby skin care products?
Strongly agree ☐ Agree ☐ Neutral ☐ Disagree☐ Strongly disagree ☐
16. Do you think that the baby skin care products have attractive packaging?
Yes ☐ No ☐ May be ☐
17. What are the changes do you expect from baby skin care products?
Packaging&Quality ☐ Quality&Quantity ☐ Quantity&Price ☐
Price&Packaging ☐ All of the above ☐
18. How do you rate your current baby skin care product?
MODULES
To create a pie chart in R. STUDIO
1. Create a variable
>variable_name=file_name$variable_name
2. Create a table
>table(variable_name)
3. Then creating t variable with table name
> t= table(variable_name)
4. Now the final step is to give command for pie chart
>pie(t)
To create a bar chart in R. STUDIO
1. Create a variable
>variable_name=file_name$variable_name
2. Create a table
>table(variable_name)
3. Then creating t variable with table name
> t= table(variable_name)
4. Now the final step is to give command for bar plot
>barplot.default(t)
To find a percentage in R. STUDIO
1. Create a variable
>variable_name=file_name$variable_name
2. Create as factor
>variable_name=as.factor(file_name$variable_name)
3. Create variable summary
>variavle_name=summary(variable_name)
4. Now divide variable by 100 to find percentage
>variable_name/100
59