Generation Y Female Consumer Decision Making on Baby Care Products during Post Pandemic in Chennai City

Abstract

The COVID-19 pandemic has core to a substantial loss of human life globally. During this pandemic period, generation Y female Consumer’s perception, preferences and buying behaviour are varying as most of the retail shops were closed and unavailability of preferable brand of baby care product in the market the consumers are moved to new brand. By the way the generation y female consumers are regularly consume the new brand to their babies even at the time of post pandemic. All over in India, evolution of baby care products can be credited to growing number of employed women, increasing birth rate and rising family economic status due to double income. The consumers are always keen on their child’s health & hygiene so they are considering the quality of the product is primary and the price is secondary. In this study baby care products are segregated into Toiletries, Baby skin care, Baby hair care and Baby food & beverages. The main purpose of this study is to identify the factors influencing generation Y female consumer decision making towards baby care products, to ascertain the customers’ priority in selecting the baby care products regarding Quality, Price, Mode of shopping, brand preference and to identify the level of satisfaction during post COVID-19 Pandemic.