ASSESSING HOW BRAND EQUITY, CUSTOMER LOYALTY, AND SUSTAINABILITY DRIVE MOTHERS’ PREFERENCE FOR GLOBAL BABY FORMULA OPTIONS.

Abstract

   Motherhood brings its own set of responsibilities, demanding dedication and resilience. A comprehensive online study exploring the emotional and practical experiences of mothers found that those who practiced intermittent breastfeeding while supplementing with formula (Combi) were especially influenced by brand equity, loyalty, and preference, all of which shaped their purchasing decisions.This study considered mothers' perceptions when choosing global baby formula brands over domestic alternatives, assessing how brand equity impacts their loyalty, preferences, and purchase intentions. It aimed to measure awareness, perceived value, brand associations, and preference levels among mothers, helping to predict their loyalty and satisfaction, which influence their purchasing choices. Conducted in Coimbatore, the survey focused on mothers who regularly shop for baby formula in both retail outlets and online, gathering responses from 542 participants using convenience sampling.A strong emotional connection with brand equity, especially when combined with a focus on sustainability, often forms a deep bond between mothers and the brand. For many mothers, the reassurance that they are providing a high-quality, sustainable choice for their children reinforces brand loyalty. Marketing strategies that appeal to both the emotional and sustainability values of mothers can further enhance this connection, encouraging sustainable purchase intentions. Trust, emotional attachment, perceived quality, positive brand associations, commitment to sustainability, and convenience are key factors that influence brand loyalty among mothers. By prioritizing these aspects, baby formula brands can strengthen their brand equity, build a loyal and sustainability-conscious customer base, and promote sustainable purchasing behaviour.