Consumer Satisfaction and Brand Loyalty Towards Baby Care Products: An Empirical Study in Tiruchirappalli District

Abstract

There has been an enormous increase in the market of baby care products due to heightened awareness on the part of parents regarding the safety and well-being of their infants. In such an environment, it becomes vital for marketers and producers to understand the elements that affect consumer satisfaction and brand loyalty. The present study analyzes the impact of product quality, perceived value, brand trust, consumer satisfaction, and brand loyalty on baby care products among the consumers of Tiruchirappalli District. A quantitative approach is followed, and primary data have been gathered from 250 participants through a structured questionnaire employing convenience and purposive sampling methods. PLS-SEM and IPMA tools will be used for analysis purposes. These findings have shown that product quality, perceived value, and brand trust play a critical role in determining consumer satisfaction, which, in turn, acts as an excellent predictor of brand loyalty. Of the three, brand trust was identified as the single most significant determinant of repeat purchase intention and customer commitment. The IPMA findings also demonstrate that improving the safety of the product, ingredients, and quality will positively affect consumer satisfaction and loyalty. This research makes a significant contribution to consumer behavior and marketing literature by empirically identifying the factors affecting consumer satisfaction and brand loyalty in the baby care products segment.