A study on the Relative Importance of Packaging Elements of Baby Care Products in Sri Lanka A Comparative Study between different Demographic Variables

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.