“An Empirical Analysis of Factors Affecting Brand Image in the Baby Products Sector”

Abstract

The present study examines the factors influencing brand image in the baby products industry using an exploratory-cum-descriptive quantitative research design. Given the sensitive nature of baby care products and the high level of perceived risk associated with their purchase, brand image plays a crucial role in shaping parental decision-making. Primary data were collected from 150 parents and caregivers through a structured questionnaire measured on a five-point Likert scale. Statistical tools such as descriptive analysis and Exploratory Factor Analysis (EFA) were employed to identify the underlying dimensions of brand image. The findings revealed three major factors: Brand Trust & Quality Assurance, Brand Visibility & Market Presence and Ethical & Professional Credibility. Among these, trust and quality assurance emerged as the most significant determinants, highlighting the importance of safety communication, consistent quality and reliability in influencing brand perception. The results also emphasize the role of advertising effectiveness, innovation, online presence, certifications, ethical practices and professional endorsements in strengthening brand image. The study provides valuable managerial implications for companies seeking to enhance brand positioning, build consumer confidence and foster long-term loyalty in the competitive baby products market.