Milk Powder Rev A

Breast milk is the best food to the babies, especially to the new born babies. However, in Hong Kong, due to the limited support from working places and shopping areas, also with lack of promote of breast feeding from the government, most of the working mothers would like to use the baby/infant formula milk powder to feed their babies. Refer to Maslow’s hierarchy of needs, formula milk powder may just a physiological need or it already becomes a cognitive needs. Moreover, based on the human needs of food of babies, “Needs are the basis of all motivation, so it may be worth remembering that needs are a perceived lack of something, whereas wants are specific satisfiers. In order for someone to recognise a need, the individual not only should be without something, but should also perceive this a something that would make life more pleasant or convenient.” (Consumer Behaviour, Blythe, J., 2013, p.32)

In Hong Kong, there are several baby/infant formula milk powders in the market. To find out the aims and objectives of the buying behaviour of the choice of parents of milk powder, we need to understand “the field of consumer behaviour covers a lot of ground: it is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires.” (Solomon et al, 2010, p.6). Generally, the marketers will focus on marketing strategy and marketing mix (price, product, place, promotion, people and processes) to decide their own marketing plan.

The below questions lead to understand the buying behaviour of milk powder:

Q.1 The preference of concern on choosing the milk powder
a) Supply
b) Cost
c) Product safety
d) Product nutrition
e) Good for baby digest

The above question can state the marketing mix of price, product

Q.2 Where do you buy the milk powder (the selling place)?
a) Supermarket
b) Online or Tele order
c) Primacy
d) Cosmetic shop
e) Small grocery shop

The most