Published Paper Details:

The aims to examine parents awareness, perception, and buying behaviour regarding organic baby care products. The study focuses on understanding the factors influencing purchase decisions, the level of awareness among parents, and the impact of demographic variables such as age, gender, education, and income on their purchasing patterns. The research is based on primary data collected from 100 respondents in Coimbatore City using a structured questionnaire. Statistical tools such as percentage analysis, Chi-square test, and One-Way ANOVA were employed to analyze the data. The findings reveal that the majority of respondents are young female parents below 25 years with diploma-level education and income below INR30,000. Although awareness about organic baby care products is high, the level of detailed knowledge remains moderate. Natural ingredients and environmental friendliness are the major factors influencing purchase decisions, while high price, limited availability, and lack of clear information act as significant barriers. The study also indicates that income significantly influences the type of organic baby care products purchased, and education plays a significant role in shaping parents' reasons for usage and their belief that organic products contain fewer harmful chemicals. The study concludes that while there is strong market potential for organic baby care products in Coimbatore City, improving affordability, accessibility, and product awareness is essential to enhance purchase behaviour and encourage long-term adoption among parents.