Abstract:
Baby care category has been profitable throughout the years and gained the interest of global players in Sri Lanka
amidst the emergence of several local companies. Previous research on FMCG products identified that a 1% shift in
packaging will result in 88.9% shift in consumer purchase intention, signifying the role of packaging in buying
behavior. But there is mild research done with regards to the Baby Care Category and especially in the Sri Lankan
context. This research focuses on the gap of identifying the importance of the different packaging elements of baby
care products and also includes a comparative study of demographic factors (gender, income and level of education)
with each of these package elements for clearer insights.
A field survey was conducted with an internet questionnaire to obtain data from a sample of Colombo residents.
Further insights were gathered by discussing with buyers (at point of sale) and retailers of mother and baby outlets.
Descriptive statistics and ANOVA were performed to analyse the data. The results revealed that a weak positive
importance was laid on “Graphics” (Color and Artwork) and on Packaging “Dimensions” (Design and Shape) of the
package. The dimension of “Information” was placed relatively a higher importance in the buying decision. These
findings aligned with the insights from buyers and retailers; buyers being more concerned on baby’s safety prioritized
ensuring product reliability. Certifications, labels, precautions and instructions on the package which guide them,
evidently are part of the dimension of Information. The results further revealed that the identified importance laid on
the three dimensions of packaging elements did not significantly vary on any of the demographic factors; gender,
income and level of education. Baby care being a sensitive area for parents (unlike generic products), the importance
placed on information was much higher due to its role played in assurance, consequently comparative lesser
importance was placed on how colorful, big and stylish the packaging is, as the priority was absolute amongst buyers
across diverse demographic differences.
