Consumer judgement of baby foods, particularly ecological products

Abstract

All over the world, a growing portion of land is being farmed in an ecologically friendly way and producing ecological foodstuffs for the market. Ecologically produced baby food is carving out an especially large market share; it is therefore important to be informed about the demands, expectations, and preferences of consumers in this market. As research method we used focus group interviews (qualitative data) and face-to-face interviews (quantitative data). According to our results, consumers are satisied with the taste of baby foods. Their awareness of bio-products, especially of bio-meats, is very low; therefore it is advisable to communicate the quality and domestic origin of meats used in baby food much more effectively. Customers' opinions hold that Hipp and Kecskeméti brands complement each other well. Among the factors inluencing customers, the role of the district nurse is the most signiicant; this was conirmed by the test results of the focus group interviews. The rate of impulsive purchasing is extremely low, so it is advisable to apply instruments in marketing communication that force rational thinking. Based on the study, complex customer models of Hipp, Kecskeméti, and Nestlé brands were created.