Millennial mother’s attitude and purchase decision towards e-commerce platform for baby milk products

The study of “Millennial Mother's Attitude and Purchase Decision Towards E-Commerce Platform for Baby Milk Products” is an independent study which represents a contemporary topic in applied marketing focusing on society area of marketing knowledge.In Thailand, the total baby products market size represented US$2.2 billion in 2015 and continues to grow 20-30% annually, aligned with increasing number of children representing 15% of total population. Likewise, the world today has become digitally connected which leads to the rise of e-commerce platform and its pricing wars. This change in lifestyle and cost has put pressure on millennial mothers who increasingly scrutinize before making a purchase since they face a wide range of latest baby products and meet the rising costs of nurturing children.To be able to thoroughly understand millennial mother’s attitude and purchasing decision towards e-commerce platform for baby products, both qualitative and quantitative methods will be used in the research. The research will be conducted by using Exploratory Research and Descriptive Research. The survey will be distributed through online channels targeting at Thai millennial mothers aged between 25 - 35 years old with at least one child and have made at least one online purchase transaction within the past month. Similarly, the descriptive research will also use non-probability convenience sampling to recruit qualified respondents. The data analysis for the questionnaire will be done with the Statistic Program for the Social Sciences (SPSS). From the research, 191 respondents are divided into three segments consist of 1. Perfectionist mom: sociable but still incentive and convenient-oriented. 2. Unpredictable mom: doesn’t consider any factors comparing to other segments.3. Uncompromising mom: quality-oriented and not settle for less. The research found that the trigger to purchase towards e-commerce platform is the features which enable better living life as the value for millennial moms essentially offering convenience in terms of payment and logistics confirmed by two out of three segments included perfectionist mom and uncompromising mom. Therefore, this study is designed to obtain better understanding of Thai millennial mother’s attitude and purchase decision on baby products from e-commerce platform. The findings from this study will be very beneficial to the retailers to leverage millennial mothers’ potential to have successful e-commerce business in this dynamic world.