RETAIL CHANNEL STRATEGY AND THE MATERNAL BUYER: SHAPING TH E CHILDCARE MARKETING MIX.

Abstract

The rapidly growing Indian childcare market is predominantly sh
aped by maternal decision-makers. The Study “Retail Channel Strategy 
and the Maternal Buyer: Shaping the Childcare Marketing Mix”, invest
igated how the Product, Price, Place, and Promotion (the marketing mi
x) elements influence mothers' purchasing habits. Analyzing primary s
urvey data from 250 mothers using statistical methods like mean ranki
ng and ANOVA, the findings emphasize safety and quality as non-negoti
able priorities. Affordability and discounts significantly drive purc
hase choices, and mothers navigate between the trust of traditional r
etail and the convenience of digital platforms. The study concludes t
hat strategies such as influencer marketing and expert endorsements a
re crucial for building brand trust and driving sales.