MARKETINGMIXDYNAMICS:AMATERNALCONSUMERPERSPECTIVE ACROSSRETAILCHANNELSINCHILDCARESECTOR

Abstract

The childcare sector in India is
expanding with mothers emerging as key
decision-makers. This study, *“Marketing
Mix Dynamics: A Maternal Consumer
Perspective
Across Retail Channels,”*
explores how product, price, place, and
promotion
influence
maternal
buying
behaviour. Primary data from 250 mothers
was analyzed using percentage analysis, mean
ranking, chi-square, and ANOVA. Results
show that safety and quality are top priorities,
while affordability and discounts strongly
affect purchase choices. Mothers balance trust
in traditional stores with the convenience of
online and hybrid channels. Promotional
strategies such as influencer marketing and
doctor endorsements were found to enhance
brand trust and purchase intentions. The study
highlights the need for childcare brands to
align marketing mix elements with maternal
expectations.