Research Purpose

The purpose of the survey on consumer satisfaction with maternal and infant products is to understand consumers' needs, expectations and feelings for maternal and infant products, to evaluate the market performance and competitive advantages of maternal and infant products, to find potential problems and room for improvement of maternal and infant products, and to provide strategic suggestions for maternal and infant products enterprises to help improve consumer satisfaction and loyalty.

Research content

The survey of consumer satisfaction with maternal and child products mainly includes the following aspects:

Consumer basic information: including gender, age, income, education, occupation, family structure, region, etc., used to describe the demographic characteristics and consumption ability of consumers.

Consumer purchase behavior: including purchase frequency, purchase channel, purchase amount, purchase category, purchase brand, purchase motivation, purchase influence factors, etc., used to analyze consumer buying habits and preferences.

Consumer experience: including frequency of use, use scenarios, use effects, use problems, use suggestions, etc., used to evaluate consumers' actual feelings and feedback on maternal and child products.

Consumer satisfaction evaluation: including the overall satisfaction with maternal and child products, satisfaction with various dimensions (such as quality, price, service, etc.), satisfaction with various brands, satisfaction with various channels, etc., used to measure consumers' comprehensive evaluation and loyalty to maternal and child products.

Consumer needs and expectations: including unmet needs for maternal and infant products, suggestions for improvement of maternal and infant products, expectations and suggestions for maternal and infant products, etc., used to identify potential consumer needs and market opportunities.

Research steps

Maternal and child supplies consumer satisfaction research steps generally include the following stages:

The first stage: determine the research plan. According to the purpose and content of the survey, select the appropriate research method (e. g. questionnaire, in-depth interview, etc.), design the survey questionnaire or interview outline, determine the size and source of the sample (e. g. random sampling, stratified sampling, etc.), arrange the time and place of the survey, etc.

The second stage: the implementation of research. According to the research plan, questionnaires or interviews are distributed to target consumers through online or offline methods to collect effective data and information. In the process of research, we should pay attention to protect the privacy of consumers and ensure the fairness and accuracy of the research.

The third stage: data analysis. The collected data and information are cleaned, coded, statistically analyzed, etc., and appropriate analytical methods (such as descriptive analysis, correlation analysis, factor analysis, etc.) are used to obtain the specific situation of consumer satisfaction and further understand consumer needs and expectations, as well as consumer purchase behavior, preferences, frequency, etc.

The fourth stage: writing the report. According to the results of data analysis, write a research report, summarize the main findings and conclusions of the survey, put forward strategic suggestions and improvement suggestions for maternal and child products enterprises, and provide valuable market insight and reference for maternal and child products enterprises.

Research Tools

The research tools for consumer satisfaction with maternal and child products mainly include the following:

Questionnaire survey: It is a research method to collect consumers' opinions and feedback by asking a series of questions to consumers. The advantage of the questionnaire is that it can cover a larger sample range, collect more quantitative data, and facilitate statistical analysis and comparison. The disadvantage of questionnaire survey is that it can not deeply understand the motivation and psychology of consumers, nor can it collect more qualitative data, which may have certain deviations and errors.

In-depth interview: It is a research method to collect consumers' feelings and experiences through face-to-face or telephone conversations with consumers. The advantage of in-depth interviews is that they can deeply explore the needs and expectations of consumers, collect more qualitative data, and increase the depth and breadth of research. The disadvantages of in-depth interviews are that they do not cover a large sample range, collect less quantitative data, and make statistical analysis and comparison difficult.

Network research: It is a research method that collects consumer data and information through the use of Internet platforms, such as websites, social media, e-commerce platforms, etc. The advantage of network research is that the existing network resources can be used, the cost and time of research can be saved, and the scope and effect of research can be expanded. The disadvantage of online research is that it cannot guarantee the authenticity and validity of the data, nor can it directly communicate and interact with consumers.

Case analysis

Shangpu Consulting Company is a company specializing in market research and consulting of maternal and child products, providing professional market insight and strategic advice for maternal and child products enterprises. In order to help a mother and baby products brand to improve consumer satisfaction and loyalty,

Shangpu Consulting Company used a combination of questionnaires and in-depth interviews to conduct a comprehensive survey of consumers of maternal and child products in the target market. The sample size of the questionnaire survey is 1000 people, and the sample size of the in-depth interview is 50 people. The survey time is from January to February 2024.

Through data analysis, the following key findings andConclusion：

The overall satisfaction of consumers of maternal and infant products was 3.6 points (out of 5 points), including 3.8 points for quality, 3.4 points for price, 3.5 points for service, 3.7 points for brand and 3.6 points for channel. This shows that consumers of maternal and child products are more recognized for the quality and brand of maternal and child products, but they are dissatisfied with the price and service, and have certain restrictions on the choice of channels.

The loyalty of consumers of maternal and child products is 2.9 points (out of 5 points), of which the loyalty to the brand is 3.1 points and the loyalty to the channel is 2.8 points. This shows that consumers of maternal and child products have high loyalty to the brand, but low loyalty to the channel, and have a strong willingness to switch channels.

The main purchase channel for consumers of maternal and child products is online channels, accounting for 68%, of which e-commerce platforms are the main ones, accounting for 52%, followed by social media, accounting for 16%. Offline channels accounted for 32%, of which specialty stores accounted for 18%, followed by supermarkets, accounting for 14%. This shows that consumers of maternal and child products are more inclined to purchase maternal and child products through online channels and enjoy more discounts and convenience, but some consumers also like to purchase maternal and child products through offline channels to experience more physical objects and services.

The main purchase motivation of consumers of maternal and infant products is to meet the needs of their children, accounting for 76%, followed by meeting their own needs, accounting for 14%, and again being influenced by others, accounting for 10%. This shows that the purchase behavior of consumers of maternal and child products is mainly child-centered, concerned about the health and growth of children, but there are also some consumers who consider their own needs and preferences, as well as the opinions and suggestions of others.

The main purchase influencing factor for consumers of maternal and infant products is brand, accounting for 38%, followed by price, accounting for 28%, quality, accounting for 24%, and finally service, accounting for 10%. This shows that when consumers of maternal and child products buy maternal and child products, the most important thing is the popularity and reputation of the brand, followed by the rationality and preferential degree of price, the safety and effectiveness of quality, and finally the quality and attitude of service.

The main unmet needs of consumers of maternal and child products are more categories and brand choices, accounting for 42%, followed by lower prices and more discounts, accounting for 36%, and again better quality and Higher safety, accounting for 16%, and finally better service and faster delivery, accounting for 6%. This shows that consumers of maternal and infant products are not satisfied with the market supply of maternal and infant products. They hope that there are more categories and brands to choose from, as well as lower prices and more discounts to enjoy. At the same time, they also pay attention to the improvement of quality and safety, as well as the improvement of service and distribution.

Based on the above findings and conclusions, Champ Consulting puts forward the following strategic suggestions and improvement suggestions for the brand of maternal and infant products:

Enhance brand awareness and reputation, through online and offline publicity and promotion, improve consumer brand awareness and preferences, and increase consumer brand loyalty and reputation.

Lower price thresholds and barriers, provide more price incentives and incentives through online and offline offers and activities, and increase consumers' willingness and frequency of purchase.

Improve the level and standard of quality, provide more quality proof and guarantee through online and offline quality inspection and guarantee, and increase the trust and satisfaction of consumers.

Improve service quality and attitude, provide more service support and guarantee through online and offline training and supervision, and increase consumer experience and happiness.

Expand the selection of categories and brands, provide more supply and display of categories and brands through online and offline R & D and introduction, and increase the satisfaction of consumer needs and expectations.