Study of factors influencing parents purchase decision in Ireland while purchasing private label's baby care items

This dissertation studies the factors influencing parents purchase decision while purchasing private label's baby care items in Ireland. Baby products are gaining importance among businesses and consumers alike due to increasing wages and competition between private labels and brands. Considering (Nielsen, 2013) study as baseline, this study has explored further and provided insights on factors that may influence parents positively or negatively for buying baby products of private label. For exploring and decision. these factors, qualitative research technique has helped author to study subjective and socially constructed meanings expressed by the participants of this research through in-depth semi-structured interviews. Most researches in past in the area of baby care products and private label had focused on general concepts and theories of factors that influence a consumers purchase decision. However in past very little was explored in the area where non-consumers like parents make purchase decision for their child. This research has explored factors influencing purchase decision of non-consumers i.e. parents for purchasing private label baby product.