Author

  • Febrina Fitriyanti Tambunan

    • Institute Technology Bandung, Indonesia
    • Indonesia

  • Mustika Sufiati Purwanegara

    • Institute Technology Bandung, Indonesia
    • Indonesia

  • Mia Tantri Diah Indriani

    • Institute Technology Bandung, Indonesia
    • Indonesia

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.

Keywords

References

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How to Cite

Tambunan, F. F., Purwanegara, M. S., & Indriani, M. T. D. (2013). Mothers Perception, Attitude, and Willingness to Purchase towards Baby Formula. Journal of Economics and Behavioral Studies, 5(8), 513-523. https://doi.org/10.22610/jebs.v5i8.425

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Copyright (c) 2013 Febrina Fitriyanti Tambunan, Mustika Sufiati Purwanegara, Mia Tantri Diah Indriani (Author)

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Research Paper

Published in

Vol. 5 No. 8 (2013) Digital Banking, Consumer Behaviour & Market Integration View issue contents

Published

2013-08-30

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