Factors influencing millennial mothers' buying decisions of complementary food for infants and young children.

Abstract

The purpose of this research was to study the factors influencing millennial mothers’ buying decisions of complementary food for infants and young children. Regarding the conceptual framework, the influence of marketing mix includes product, price, place and promotion. A qualitative method was used to collect data by in-depth interviews with thirty respondents who possessed experience in purchasing complementary food for infants and young children using various channels and live I Bangkok Metropolitan Region. For the factors affecting buying decisions related to the marketing mix, the results from the questionnaire revealed that respondents emphasized the factors from the most important factor to the least important factor, which are product quality, promotion, price, and place. The result of this study showed the factors product quality is the first thing buyers consider because young kids have low immunity. Therefore, manufacturers should invest in the study of nutrients that are beneficial to children of different ages, styles, colors and sizes, as well as appropriate packaging to appeal to kids. Many buyers make purchases during ‘Buy One Get One’ promotional periods because it saves a lot of money. This research indicates that most buyers make their purchases in supermarkets and hypermarkets. Thus, manufacturers should place their products for distribution to cover both channels. Manufacturers should set competitive prices in the market suitable for the quality of the products. If the price is too low, it would make consumers think that the product is inferior.