Abstract

The main objective of this research is to identify the factors that influence the attitude of customers towards baby care products (BCP), especially nursing bottle in retailer perspective. The method of data collection used in this study is survey method. The retailers are surveyed and primary data is collected from them. Convenience sampling method is used for data collection. The population was unknown and the sample size is taken 201. Structured questionnaire has been designed and used to collect the needed primary data. Data collected through questionnaire are analyzed using weighted average and simple linear regression. From the analysis it is found that retailers tend to stock BCPs from manufacturers or stockists who offer timely delivery of products, resolve complaints in timely fashion and offer the best credit policy. This study shows the willingness level of the retailers to deal with branded BCP apart from currently they are dealing. For customers, product attributes and personal factor influence the attitude of customer towards nursing bottle in retailer perception. Rural and urban customers have the same preference for baby care products.