What do the customers consider when they buy diapers? There are four factors that they care about: quality, price, design and convenience.
The first one, in most cases, is quality. As babies are treasures for any parents, they always want to offer good things to their children: good food, good clothes, good toys, and non-exceptionally good diapers. A good diaper is the one which can protect the babies perfectly from leak and keep his or her skin totally dry. Only in that situation, can the baby feel comfortable, thus making their parents happy. Besides, it should be light, breathable and safe so that it causes no uncomfortability to the child.
Price is also clearly a significant factor. As babies consume diapers everyday, in modern life, diapers become essential like clothes or food. And the budget that parents spend on this product even reaches unexpectedly huge amounts. Thus, it is undeniable that parents are very sensitive to the price of these products. In such developing markets like Asia, or starter markets like Africa, price even becomes the most important criterion that consumers take into account when they buy this type of products.
The first one, in most cases, is quality. As babies are treasures for any parents, they always want to offer good things to their children: good food, good clothes, good toys, and non-exceptionally good diapers. A good diaper is the one which can protect the babies perfectly from leak and keep his or her skin totally dry. Only in that situation, can the baby feel comfortable, thus making their parents happy. Besides, it should be light, breathable and safe so that it causes no uncomfortability to the child.
Price is also clearly a significant factor. As babies consume diapers everyday, in modern life, diapers become essential like clothes or food. And the budget that parents spend on this product even reaches unexpectedly huge amounts. Thus, it is undeniable that parents are very sensitive to the price of these products. In such developing markets like Asia, or starter markets like Africa, price even becomes the most important criterion that consumers take into account when they buy this type of products.
Convenience by parents should also be mentioned as a factor that influences customers' choice and it is the added value for the diapers. What parents have to do with diapers is put it on for the baby, check and change it regularly and throw away used ones. It may sound simple but it is not a cosy process. The easier the process is, the more time parents save and the more satisfied they are. For example, some producers have been adding refastenable tabs and tapes which allow parents to check up whether the diaper needs changing or not without opening the diapers.
Another factor that matters is the design which is also an added value. The product is for small babies so in most cases, people expect it to be with cartoon image and colorful-print covering.
All these factors will be considered by parents when they make a decision on buying the products. However, one distinctive characteristic of the diaper market is that the people who have to decision to buy is different from the ones who will use the products. And these two types are tightly related to each other: parent and babies.The strongly special emotional relationships lead to robust impacts on the diapers purchasing decision of customers:
+ The psychological effects: parents always want to buy the best for the babies they love. So quality becomes the criteria they care the most.
+ The high level of brand loyalty: parents, either new or experienced ones, would prefer stay within the safe zone. Hardly anybody wants to experiment new products on their babies. Therefore the reputation of the brand plays an important part in affecting the choice of customers. And when one brand is successful in gaining the customers' trust, they can be quite sure for the customers' loyalty.
Another factor that matters is the design which is also an added value. The product is for small babies so in most cases, people expect it to be with cartoon image and colorful-print covering.
All these factors will be considered by parents when they make a decision on buying the products. However, one distinctive characteristic of the diaper market is that the people who have to decision to buy is different from the ones who will use the products. And these two types are tightly related to each other: parent and babies.The strongly special emotional relationships lead to robust impacts on the diapers purchasing decision of customers:
+ The psychological effects: parents always want to buy the best for the babies they love. So quality becomes the criteria they care the most.
+ The high level of brand loyalty: parents, either new or experienced ones, would prefer stay within the safe zone. Hardly anybody wants to experiment new products on their babies. Therefore the reputation of the brand plays an important part in affecting the choice of customers. And when one brand is successful in gaining the customers' trust, they can be quite sure for the customers' loyalty.