The core objective of the research study is to analyse the current market situation of baby milk powder. Analysis of current market situation will enable the reader to understand various external and internal factors which might be impacting the growth of the market.
Once the market situation is understood, next aspect which this research will focus on will be the consumer behaviour of the customers who buy baby milk powder product. Analysis of consumer behaviour reveals lot of information such as demographics which is using the product, or the income group which buys a particular product, or what all factors influences a consumer in Hong Kong market, on the basis of which a consumer take decision to buy a product. Information derived from this should be helpful for the companies who manufacture and market the baby milk powder product, as based on the findings they can analyse any possible shortcomings in their product or market strategy.
The Key literatures
The key literature would focus the concept of culture and definitions of different cultural factors. For the first topic, a review of cultural aspect among consumer behaviour and identify which stages of Consumer Decision Process (CDP) would be affected under cultural factors. And for the second and third topics, definitions of cultural factors and article related to Hong Kong consumer behaviour are need. In fact, there is neither article related to baby milk powder specific in Hong Kong market nor buyer behaviour of baby milk powder of Hong Kong market, with the materials has found for the research by far, there are articles about culture and buying decision process separately, and instead of no article on topics in baby milk powder, there are researches that related to parents’ buying behaviour. To do the study, it is necessary to combine articles or theories about buyer behaviour, further as buyer behaviour in Hong Kong and China and articles related to trends of baby food or in superior to baby milk powder.