A study on Consumer Buying Behavior of Baby Care Products in Sweden

Abstract: AbstractBackground:  Knowing consumers' perceptions and behaviour concerning baby care products is an important topic. One of the main reasons for choosing the baby care products industry is my professional interest and work experience in this field. There is a lack of information about the consumers' perceptions and what factors determine consumers’ buying behaviour about baby care products in Sweden. As Covid-19 is comparatively a new case globally, the ways Covid-19 impacts consumer behaviour in the baby product industry are rarely found in the literature.  Purpose:  The purpose of this study is to know consumers’ buying behaviour and identify the factors that influence the buying decision in purchasing baby care products. It also explored the ways Covid-19 impacted consumer behaviour in the baby product industry.  Method:  This study is primary data-based research. It uses quantitative research approaches. The targeted sample is the parents who have the experience of buying baby care products in Sweden. The size of the sample is 102, including fathers and mothers of the baby. It is designed as a set of a questionnaire in Google docs to collect the necessary data. Respondents are found in the Facebook groups and among friends & family members. It is used Google docs’ automatic data analysis tool and SPSS to visualize the data in the tables and charts. Conclusion:  Price and quality of products moderately influence consumers’ behaviour toward buying baby care products in Sweden. Organic factors, plant-based materials, and eco-friendly materials have a little influence and 100% natural elements of the product have a moderate influence on customers to purchase baby care products. Closing stores during Covid-19 led to a reduction in demand for baby care products. Consumers changed their purchase items during the pandemic but it was not a major problem for consumers. For marketers, it needs to address wellness, sustainability, and environmental issues and launch safe, clean, and sensitive baby care products.