Selecting Infant Food Products: Trust, Value Perception and Buying Behavior

Abstract

Introduction: During the decision-making process, the focus is on communicating values, trust and purchase behavior. The research's purpose is to study parents' decision-making process and motivating factors when choosing baby food products. Methods: both qualitative and quantitative methods were used during the research process, within which in-depth interviews of mothers and pediatricians were conducted. Results: The study found that pediatricians (51%) are the most trusted influencers in the decision-making process, while social media and store advisors are the least trusted (34%). 97% of respondents report that they read the composition of the product and pay attention to the ingredients on the label. During the decision-making process, preference is given to German products (37%), the lowest demand is for products produced in Ukraine (45%). According to the composition and price, popular brands such as Nutrilak and Vinni are distinguished. In most cases (57%) of the brand replacements, the main reason is the allergic reaction of the baby. Conclusion: professionals' recommendations and composition transparency are important factors in the decision-making process. The quality of products produced in Western and Central Europe is perceived as a benchmark due to the high requirements of the production process there and the strict monitoring of quality control.