Consumer Preference on Infants Milk Essay

There is no question about breast milk being the best start a baby can have in life. It is firmly believes that breastfeeding is the best way to feed a baby and is strongly committed to its protection and promotion. Starting at about 6 months of age, the period of weaning is critical for the future development and growth of infants. The introduction of appropriate and nutritious complementary food from this age is extremely important. Infant formula milk is a manufactured food designed and marketed for feeding to babies and infants less than 12 months of age, usually prepared for bottle-feeding or cup-feeding from powder (mixed with water) as a substitute to breast feeding. Companies that manufacture infant formula used different strategies in order to market their product one of them is product positioning. Product positioning is an important part of a product marketing strategy. It helps buyers and users understand where a product ‘fits’ in terms what it offers, and how it compares with competing products. Product positioning is an important element of a marketing plan. Product positioning is the process marketers use to determine how to best communicate their products’ attributes to their target customers based on customer needs, competitive pressures, available communication channels and carefully crafted key messages. Effective product positioning ensures that marketing messages resonate with target consumers and compel them to take action. Product positioning and consumer buying behavior must be studied in order to prove the perception of consumer in purchasing infant formula. Statement of the Problem. This study aimed to determine the Product Positioning of Infants’ Formula Milk in selected Drugstores in Bacoor City. 1. What are the socio- economic characteristics of the consumers who are purchasing infants’ formula? 2. What are brands of infants’ formula consumer buys? 3. Which drugstore consumer purchased the infants’ formula milk? 4. How do drugstores position their infants’ formula milk product? 5. What are the buying attributes of consumer? Objectives: This core objective of the study is to identify the product positioning of infants’ formula in selected drugstores in Bacoor City. This study aimed to: 1. describe the socio-economic characteristic of consumers who are purchasing infants’ formula milk. 2. identify the brand of infants’ formula consumer buy. 3. identify the drugstore in which consumer purchases the infants’ formula milk. 4. determine on how drugstores position their infants’ formula milk. 5. determine the buying attributes of consumer. Importance of the Study: The findings of the study would create a deeper understanding about the product positioning of infants’ formula. It will be beneficial to the following: Buyer. This study would serve as a guide to buyers in making the right in choosing appropriate infants’ formula. Distributors. This study will serve as a guide to distributor to identify the attributes that buyer consider in purchasing infants’ formula milk, so that they can position their product effectively. Retailer. This study will serve as a guide to retailer to know what is the most preferred brand of infants’ formula milk buyer purchases so that they will know which brand of infants’ formula milk they will sell. Future Researcher. The researcher could gain insights in product positioning of infants’ formula milk. The information from this study can guide those who are interested to conduct the same study. Operational Defintion of Terms: In order for the reader to understand the study, the following terms are hereby defined operationally as they will be used in the study: Buyer. They are the individuals who purchase infants’ formula milk. Drugstore. It is a retailing store that offers infants’ formula milk. Socio- Economic Characteristics. This are composed of age, gender, civil status, monthly income, employment status and educational attainment of consumers who are buying infants’ formula milk. Product Positioning. It involves creating a unique, consistent, and recognized customer perception about a firm’s offering and image. A product or service may be positioned on the basis of an attitude or benefit, use or application, user, class, price, or level of quality. It targets a product for specific market segments and product needs at specific prices.