Customer Engagement Behavior Towards Baby Care Toiletries

The baby care product industry in India is witnessing an unprecedented boom, to the extent that foreign and domestic players have made their presence in this segment. The growing affluence is due to the factors like, urbanization, nuclear families, working mothers, rising incomes, e-commerce, educated parents and most importantly better-informed parents. At this point, the biggest challenge for baby care product marketers will be how to engage mothers and find innovative ways and means to connect with them. Review of literature suggests that marketers have used many different ways to engage customers - creating positive brand experience, winning brand trust, developing affective brand commitment which helps in converting the engaged customer to loyal customers. Despite this clarity, limited research has been conducted to understand the mother's engagement behavior with respect to baby care products. After a review of the past literature, gaps are identified, and the objectives of the study are formulated. The objectives of this study are twofold. First, to explore the mother's major motives behind selection of baby care toiletries brand and their satisfaction level.