Pre-purchase, Purchase and Post-purchase Behaviour towards Baby Diapers in Thrissur District

Description

Page: 433-435

Shahana K. S. and Ushadevi K.N. (Department of Rural Marketing Management, College of Co-operation Banking and Management, Vellanikkara, Thrissur, Kerala)

From the moment babies are born, diapers are a staple of the shopping basket, and to keep babies dry while caring for their skin is one of parents’ biggest concerns. Diaper manufacturing companies are approaching the developing countries like India, China and Brazil. Nowadays consumer has various alternative choices to select the brand so marketers are facing very tough competition to sell their products. In this context to support the diaper industry, this research is designed to investigate the pre-purchase, purchase & post-purchase behaviour towards baby diapers in the Thrissur district. For the purpose of primary data collection, a total of sixty consumers were selected from the Thrissur municipal corporation area. 20 each from a hypermarket, medical store, and from a normal retail store based on convenient sampling. The respondents who have babies less than two years and use disposable diapers were only taken for the study. By using the ranking method identified, absorbency is the most important feature considered by the respondents followed by prevention of leakage. High prices can be managed by using cloth diapers and reusable nappies. Diaper rash usually clears up with simple at-home treatments, such as air drying, more-frequent diaper changes and ointment. Diapers are a threat to nature as most of them end on landfill as pollution it can be avoided by using biodegradable or organic diapers, which is the latest invention of new diaper brands.