Suraj BlckBOOk

TITLE
Market research on Consumer Perception towards Usage of an Parenting Mobile Application for
child development in Mumbai
Summer Internship Project

Submitted in
Partial Fulfillment for the Award of the Degree
Master of Management Studies (MMS)
To
Thakur Institute of Management Studies and Research

As per the guidelines of
University of Mumbai
Submitted By
Suraj Brahmane
M 2022127
MMS 2020-2022
Under the Guidance of

Dr. Sushil Kumar Pare
Associate Proffesor - Marketing Area, TIMSR
1
PROJECT COMPLETION CERTIFICATE
To whomsoever it may concern
This is to certify that Suraj Brahmane of Thakur Institute of Management Studies and Research has duly
completed his / her project as part of his / her MMS curriculum for 2020-2021 at “Baby Genius” from April
2021 on "Market research on consumer perception towards parenting mobile application in Mumbai" under
the guidance of Dr Sushil Kumar Pare.
His work and output has been found to be satisfactory:
Dr. Yesha Mehta Dr. Pankaj Natu

(Director, TIMSR)
(HOD , TIMSR)
Dr. Sushil Kumar Pare.
Signature of Guide -
Date:
2
COMPANY CERTIFICATE
3
Table of Contents
Title ............................................................................................................................................ 1
Project Completition Certificate ............................................................................................... 2
Company Certificate .................................................................................................................. 3
Declaration ................................................................................................................................. 5
Acknowledgement ..................................................................................................................... 6
Executive Summary ................................................................................................................... 7
Introduction................................................................................................................................ 7
Company Overwiew ................................................................................................................ 13
Industry Overview .................................................................................................................. 16
Review of Literature ................................................................................................................ 22
Research Design ...................................................................................................................... 33
Data Analysis ........................................................................................................................... 34
Annova ..................................................................................................................................... 51
Limitations ............................................................................................................................... 52
Recommendations.................................................................................................................... 53
Learning outcomes................................................................................................................... 54
Contribution to the organization .............................................................................................. 55
Conclusion ............................................................................................................................... 56
Annexure.................................................................................................................................. 57
Bibliography ............................................................................................................................ 59
Plagirism report ....................................................................................................................... 61
4
DECLARATION
I hereby declare that the project report entitled, "_Market Research on consumer perception towards
parenting mobile application in Mumbai_" submitted to Thakur Institute of Management Studies &
Research, Mumbai, is a record of the original work done by me under the guidance of Prof. Sushil Kumar
Pare, and this project work is submitted in partial fulfilment of the requirements for the award of degree of
Masters in Management Studies. I also confirm that, this is my original work and the results embodied in
this study have not been submitted to any other Institute or University for the award of any other degree or
diploma.
Student Signature: _____________

Name of Students – Suraj Brahmane
Roll No: M2022127
Specialization: MMS (marketing)
Batch: 2020-2022
5
ACKNOWLEDGEMENT
I would like to make a special mention about each and every one who has assisted me by giving me this
exceptional opportunity to contribute towards making this project.
I would take an opportunity to thank Thakur Institute of Management Studies and Research for giving me a
chance to do this project
I would like to thank my industry mentor Mr. Birma Ram (founder of the company) and the team at Baby
Genius Mumbai, for providing the necessary facilities required for completion of this project.
I would also like to express my sincere gratitude towards my project guide Prof. Sushil Kumar Pare, whose
direction and care made the project successful.
I want to thank my college library, for having given different reference books and magazines identified with
my task.
Lastly, I want to thank every last individual who straightforwardly or in a roundabout way helped me in the
completion of the undertaking, particularly my folks and my associates who upheld me all through my
project.
6
EXECUTIVE SUMMARY
I have opted to take the project topic of “Market research on consumer perception towards usage of an
parenting mobile application for child development in Mumbai” as a result of extensive study to understand
the parenting sector by the means of a company named “Baby Genius” located in Mumbai. The main focus
is to study the effect of parenting apps towards the consumer‟s perception and their buying behaviour with
respect to the Services and Activities that the company‟s app. The research is conducted to study various
aspects of parenting apps which the consumer considers when they avail the services or seek information
about it.
This project revolves around all the possible aspects that parenting apps have to offer to its desired target of
consumers and prefers in depth study of the varied information such as health related activities and exercises
for the children, the new means of keeping oneself updated about the baby during these situations where new
parents find it difficult to understand the process of child development. We also try to understand what
people perceive from an parenting app. We also have gathered information from people whose children are
from various age groups in order to understand the psychology of people‟s children belonging to varied age
groups.
The data is collected through structured questionnaires from the respondents who search for parenting apps
or use them.
The secondary data for this project is taken from various other journals, reports to study the scenario of
Parenting and how do parenting apps benefit them in child developmentand to analyze these factors the
secondary research was done.
Data was collected and organized with the help of responses received. Then accordingly analysis was done
of the data collected from responses and also to comply with the objectives of the research study.
INTRODUCTION
7
Parenting are often challenging and during this digital age, first time parents actively access mobile
applications or “apps” to regulate to their new roles. Apps are now the go-to tool for tech-savvy parents to
access information, follow their children's development, edit and share images, and much more. While apps
have the potential to form parenting easier, the abundance of low-quality apps makes the method of finding
a reliable one arduous for folks .As a result, the goal of this app review article was to present parents with
high-quality parenting apps.. . The use of educational mobile applications is becoming prevalent within the
field of education. This study investigates parent‟s perception on the use of educational mobile application
(EMA) for them to help them assist for their child development. This study could assist Parents in
identifying the potential of EMA to be utilized in infancy development and education.
Parenting knowledge about child development is correlated with parent-child interactions and therefore the
likelihood of parents‟ engagement in practices that promote children‟s quality development that specialize
in physical health and Safety, emotional and behavioural competence, social competence, and cognitive
competence are all important. (Akinsola, 2011). A significant number of Indian children face
developmental risk factors related to caregiving practice, and there is a gap between knowledge and
practice concerning early child development among Indian parents. The purpose of this study was to find
out how parents felt about their knowledge of child development in the early years.. Data were collected
questionarrie circulated in for of google forms . This study discovered that most of the parents have the
concept on child development in the early years, but there have been gaps in their knowledge and practices.
However, it had been found that if they get a chance to disseminate knowledge among them, it'll help them
to strengthen their knowledge about child development that helps them practice activities related to child
development.
For many parents, parenthood is a time of profound physical, social, and psychological changes that is both
joyful and stressful.. First-time parents could also be particularly challenged, as they'll feel unprepared to
worry for his or her infants. They may rely on web and smartphone programmes, or "apps," for help with
day-to-day parenting issues (1-3). Numerous apps for parenting help have been developed by health care
experts and app developers. However, due to the development of irrelevant and low-quality apps, parents
continue to have difficulties finding apps that fulfil their needs (4-7). Therefore, the aim of this review
paper was to supply an inventory of excellent quality parenting apps, available on the Google Play Store,
that oldsters can use and health care professionals can suggest. Modern parents utilise apps to get
information and help on topics including increasing baby sleep, tracking their babies' growth and
development, and sharing special experiences with their children. (8-10).
When more traditional parenting supports and services are often inaccessible, first -time parents
like the convenience of apps because they provide quick assistance, day or night. Further, apps
that employment offline make it easier for folks to use their features within the absence of
8
Internet access (2,4,11). In fact, According to Zhao et al. (12), having access to apps 24 hours a
day, seven days a week helped moms acclimate and transition to their new position as parents.
There are an increasing number of apps accessible on each given topic with the introduction of
private tablets and smartphones. The Google Play and Apple app store contain 2.1 and a couple of
million apps respectively (13). Google returned almost 160 million re sults while searching for
"parenting applications" (https://www.google.ca/?gws rd=ssl#q=parenting+apps). Apps are a
great way to help parents with their parenting because they are so widely used. (12). However,
the proliferation of low-quality apps creates barriers for folks in effectively utilizing apps.
According to Lupton and Pedersen (8), 12 percent of moms regarded parenting apps to be
ineffective due to errors, irrelevance, and anxiety-inducing content. App quality has been found
to be harmed by unappealing design, lack of interactive features, poor functionality, and a lack of
reliable and helpful content. Bhandari et al. (14) discovered that app design influenced parents'
early views of quality, influencing whether or not they downloaded the app. Fur thermore, certain
software features were more appealing to the elderly . Zhao et al (12) conducted a study and
discovered As a consequence, interactive features such as reminders, calendars, keyword
searches, and social networking were highlighted by 13 ou t of 21 parents as the most essential
reasons for using an app.
A self-contained software programme that comes in a variety of sizes and functionalities is

known as an app. The app is meant for a specific purpose and is downloadable from app stores to
mobile devices, like tablets and smartphones. When choosing an app, users may take into account
a variety of factors. Reading about basic app features on the app description page can help
parents decide what to pick and download. Each app description page is filled out by the app
developer and contains basic information about the app as well as a showcase of its features.
Size, system requirements, cost, last update, disclaimer, number of downloads, user rating, and
user comments are among the basic features (15-23).
Smartphone apps are increasingly getting used to gather psychological data and deliver
psychological interventions . Apps have distinct advantages over face-to-face procedures they're
low-cost, already integrated into users‟ lives, and really easily accessible. Many apps are geared
toward parents and soon-to-be parents, with 1059 and 497 pregnancy-related apps available on
the iTunes and Google Play platforms, respectively. Given the increasing prevalence of
smartphone ownership, apps have the potential to provide support to a large number of people.
They could be especially effective in reaching younger parents, whose u ptake of ante- and post-
natal services is low (e.g. However, no parenting software has ever been tested to see if it can
improve parenting behaviour).
9
The aim of the study reported here was to develop a parenting intervention that utilized a
smartphone app to enhance the standard of infant–parent interaction and supply the primary such
evaluation of a parenting app.
Table 1. App features and its interpretation
App Features Definition Interpretation

Size The space occupied by an app on a Lower the better
device
System requirement The Minimum software required to Lower the better as users can download
install the app on old devices
Cost The amount user pays to use the Debatable; some authors say there is no
features of an app difference between free and paid apps
where some say otherwise.
Last Updated The date when app was last updated Better if it is recently updated , Periodic
Updates are essential as it ensures that
the app is maintained well and
functioning properly
User Ratings The average rating Score of the app Higher The better as it shows the User
on an scale ranging from 1(very satisfaction with the app
dissatisfied) to 5(very satisfied)
NO. of Downloads The number of people who Higher the better as it shows the
downloaded the app popularity of an app
User Reviews The comments entered by the users Depending on an Review: reviews can
provide an overall picture of an app‟s
functionality , features and issues.
Smartphone apps are increasingly being used to collect psychological data and deliver psychological
interventions. Apps have distinct advantages over face-to-face procedures they are low-cost, already
integrated into users‟ lives, and very easily accessible. Many apps are targeted at parents and parents-to-be,
with 1059 and 497 pregnancy-related apps listed on the iTunes and Google Play platforms respectively.
Given the increasingly ubiquitous ownership of smartphones, apps have the potential to provide support for
parents on a grand scale, and may be particularly useful in reaching younger parents, for whom uptake of
ante- and post-natal services is poor (e.g. However, no parenting app has yet been evaluated in terms of its
efficacy in improving parenting behaviour. The aim of the study reported here was to develop a parenting
intervention that utilized a smartphone app to improve the quality of infant–parent interaction and provide
the first such evaluation of a parenting app.
10
Parenting
Parenting or child rearing promotes and supports the physical, emotional, social, and intellectual
development of a child from infancy to adulthood. Parenting refers to the intricacies of raising a child and
not exclusively for a biological relationship. The most common caretaker in parenting is the father or
mother, or both, the biological parents of the child in question. However, a surrogate may be an older
sibling, a step-parent, a grandparent, a legal guardian, aunt, uncle, other family members, or a family friend.
Governments and society may also have a role in child-rearing. In many cases, orphaned or abandoned
children receive parental care from non-parent or non-blood relations. Others may be adopted, raised
in foster care, or placed in an orphanage. Parenting skills vary, and a parent or surrogate with good parenting
skills may be referred to as a good parent.
Parenting styles vary by historical period, race/ethnicity, social class, preference, and a few other social
features. Additionally, research supports that parental history, both in terms of attachments of varying
quality and parental psychology, particularly in the wake of adverse experiences, can strongly influence
parental sensitivity and child outcomes.
Parenting Styles
A parenting style is indicative of the overall emotional climate in the home Developmental
psychologist Diana Baumrind identified three main parenting styles in early child development:
authoritative, authoritarian, and permissive. These parenting styles were later expanded to four to include an
uninvolved style. These four styles involve combinations of acceptance and responsiveness, and also involve
demand and control. Research has found that parenting style is significantly related to a child's subsequent
mental health and well-being. In particular, authoritative parenting is positively related to mental health and
satisfaction with life, and authoritarian parenting is negatively related to these variables. With authoritarian
and permissive parenting on opposite sides of the spectrum, most conventional modern models of parenting
fall somewhere in between.
1. Authoritative parenting
Described by Baumrind as the "just right" style, it combines medium level demands on the child and
a medium level responsiveness from the parents. Authoritative parents rely on positive reinforcement
and infrequent use of punishment. Parents are more aware of a child's feelings and capabilities and
support the development of a child's autonomy within reasonable limits. There is a give-and-take
atmosphere involved in parent-child communication, and both control and support are balanced.
Some research has shown that this style of parenting is more beneficial than the too-hard
authoritarian style or the too-soft permissive style.This parenting style results from successful, and
happy children. When practiced without physical punishment, one gets the most favorable results
11
with the least issues in today's world. These children score higher in terms of competence, mental
health, and social development than those raised in permissive, authoritarian, or neglectful homes.
2. Permissive parenting
Permissive parenting has become a more popular parenting method for middle-class families than
working-class families roughly since the end of WWII.[28] In these settings, a child's freedom and
autonomy are highly valued, and parents rely primarily on reasoning and explanation. Parents are
undemanding, and thus there tends to be little if any punishment or explicit rules in this parenting
style. These parents say that their children are free from external constraints and tend to be highly
responsive to whatever it is that the child wants. Children of permissive parents are generally happy
but sometimes show low levels of self-control and self-reliance because they lack structure at
home.[29]
3. Uninvolved parenting
An uninvolved or neglectful parenting style is when parents are often emotionally or physically
absent. They have little to no expectations from the child and regularly have no communication.
They are not responsive to a child's needs and have little to no behavioral expectations. If present,
they may provide what the child needs for survival with little to no engagement. There is often a
large gap between parents and children with this parenting style. Children with little or no
communication with their own parents tend to be victimized by other children and may exhibit
deviant behavior themselves. Children of uninvolved parents suffer in sociala competence, academic
performance, psychological development, and problematic behavior.
12
COMPANY OVERWIEW
BABY GENIUS
LIST OF FIGURES
Baby Genius tech pvt ltd also known as “BabyG” was founded in the year 2020,
by Mr. Birma Ram in Mumbai.
This Company has an management team and advisory panel of early development specialists, child experts,
technology creators, business professionals and parenting enthusiasts. These experts believe in smart
parenting and share the same passion for it too.
Mission of the company - To support parents to enjoy and succeed in their parenting journey to raise a happy
and healthy baby.
The team is keenly focused to curate science based activities to boost growth in babies early on, across all
areas of development.
The Company provides an App “ BabyG” which is currently available on playstore
HOW DOES BABYG COVER ALL PARENTING NEEDS?
� DEVELOPMENT ACTIVITIES: Give Right Stimulation at Right Time with 1000+ playful activities,
13
screen-free, video-based activities, backed by experts, to stimulate early development across Physical,
Cognitive, Communication, and Social-Emotional areas. Don‟t worry, our activities are designed with the
philosophy of Easy-to-do and Minimal Material requirements. The Baby Brain Development Games are fun
to play and ensure learning, with No screen-time. Our Toddler Development app has age-appropriate
activities and a personalized Weekly Program to smoothly achieve Child Development Milestones.
� DEVELOPMENT MILESTONES: Benchmark your baby‟s growth and Track Baby Development every
month by creating Baby Development Charts to see how your baby is progressing in each area of
development. With our Smart Parenting features stay peaceful seeing your child achieve the milestones with
the help of creative Baby Development Activities. This can help you identify red flags early on.
� NUTRITION & RECIPES: Wonder what you should feed your baby? Our Parenting App for Newborns
& Toddlers has detailed methods and videos of nutritious recipes customized as per your baby‟s age, to
make some yummy food to ensure adequate Baby Development. Not just that, mom‟s health is equally
important, so we provide a daily diet plan for lactating moms.
� BED-TIME STORIES: What‟s better than stories to bond with your little one. Find amazing and fresh
stories to tell your little one every day and inculcate reading habits early on thereby ensuring Playful Baby
Development.
� ARTICLES & TIPS: We know what you will need to know throughout the journey! We have carefully
curated all the important things that you need to know during this amazing journey and put them in articles
and tips.
WHY SHOULD PARENTS USE BABYG?
BabyG is based on brain science, backed and recommended by experts to stimulate early development in
babies during the first 3 golden years. With our Free Baby Development App, you get:
DEVELOPMENT ACTIVITIES: Unlimited access to scientifically developed development activities

across Physical, Cognitive, Communication, and Socio-Emotional areas.
GROWTH MILESTONES: Baby development milestones that your baby has reached by doing BabyG
activities across Physical, Cognitive, Communication, and Socio-Emotional areas.
MONTHLY DEVELOPMENT REPORT: Benchmark your baby‟s growth and development month-on-
14
month with a monthly development report just with a click. See everything in an easy and graphical
manner.
NUTRITION & RECIPES: Access to nutritious Recipes for your baby and a lactation guide.
BED-TIME STORIES: Take the baby into the world of stories and imagination with our curated age-
appropriate stories.
ARTICLES: Curated articles as per your baby‟s age, to help you stay informed and make smart
parenting easier!
TIPS: Research-backed Parenting Tips, every day, to guide you along the way in this new journey.
15
INDUSTRY OVERVIEW
BABY CARE INDUSTRY
The segment which is rising at a fast pace in India is Baby care market. The usage & amount of child care
products has almost double in India in last few years. The factors which are nurturing the progress of the
segment are vast population of India, increasing birth rate & literacy rate, enhanced purchasing power and
urbanisation of the rural population. Parents now a day no more get appealed by the fancy advertisement,
they make their purchasing decisions after investigating on Internet, taking reference from friends and
reading customer reviews etc. New parents are also tremendously concerned about their child's safety. It is
very difficult to gain the belief of a customer in today's market. Additionally, awareness of toxins and their
harmful effects on babies has led to an increase in negativity in the industry against the giants. Educated
mothers see only harmless choices for their children, and that has opened up an ocean of opportunities for
innovative goods on the childcare market. Franchising or distribution has witnessed a spurt in the baby care
products market. Baby care segment is one of the lonely industries that has seen an advanced number of
repeat purchases, with repeat buyers accounting for more than 50 percent of shoppers.
EMERGING CONSUMER TRENDS

Inclination of parents to organic products is the major trend nowadays. Giving birth to child to raising a
child, Internet has all the information on every single subject. Extravagant advertisements or giant names no
longer appeal to educated parents; they are vigorously watching for innocuous ingredients in the product.
16
Parents are attracted to Ayurveda and natural baby-care recipes, as they are harmless and the only reason to
gain fame. Internet diffusion has made information accessible to rural consumers, which helps them make
buying decisions. Parents belonging to cities and small towns are equally up-to - date as their urban
counterparts are growing, and the level of brand awareness that leads to the development of value products
for baby care. Consumers' attention is shifting to value-based purchases instead of price-based purchases
because of the increase in revenue. There are unlimited opportunities for that segment in the semi-urban and
rural market.
ORGANIC IS THE NEW BLACK
Health & safety of their kids is found to be the major concern of Indian mothers. They immediately take a
step back, as soon as they realize that something harms their kid. Once the parents come to know about the
negative effects of injurious elements and toxins in some of the products, they immediately stop buying and
this is what happened in the baby care market. And that is the reason parents start opting natural and organic
products in order to ensure that their children are safe. With time, awareness among parents is seen to be
increasing, their preferences are shifting steadily towards natural and organic products. brand names and
pricing fail to attract new generation of Indian Parents; what matters to them is that the product does not
have any harmful ingredients and does not harm their child in any way, which is ultimately creating a market
for natural products.
FACTORS RESPONSIBLE FOR MARKET ADVANCEMENT
• Increased awareness regarding child hygiene
• Raising birth rates in developing countries • Growing number of working parents, especially women.
• Rising Urbanization & Lifestyle Transition
• Heightened consumer purchasing power
The primary factor driving the growth of the global market for baby products is the increasing parental
concerns about the hygiene of the infant. Hygiene of baby is crucial for their health and it is well understood
by the mothers, that is the reason leading to purchase of premium & good-quality products for babies.
Vendors are doing research on product innovation & its quality as they have realized that customers are
willing to pay premium price for baby hygiene. Another major driver for this market is the increase in
promotional & advertising activities & extension & innovation of product lines.
17
FUTURE OF BABY CARE INDUSTRY
Growth opportunities in the baby care market exist because progress has been seen in the working-class
population and in the nation's middle-class wealth. Awareness of innovative products and education about
what is harmful and harmless leads parents to make conscious choices. The millennial parents will not only
be driven by product quality in the future; they will also look for the product's sustainability quotient. The
world & new age parents are taking their steps back to the past natural recipes. Organic & natural products
are preferred more by the parents and they are not reluctant to pay premium price for the safety of their
children. For the well-being, People have to start relying more on natural products. There is a huge potential
for brands that are honest towards their customers and offer natural products for green parenting. Looking at
the increasing birth rates in developing countries and awareness about hygiene & safety of child are two key
factors which are boosting the growth of market in the forecast period. “Global baby care products market is
estimated to grow from $15210 million in 2016 to $2207 million by 2025, at a CAGR of 4.70% between
2017 and 2025. The Indian Market of baby Care Products is projected to grow at a CAGR of more than 15%
during 2020-2025.
MAJOR PLAYERS IN THE INDIAN INDUSTRY
1. Unilever: -Hindustan Unilever Limited (HUL) is India's largest FMCG Firm. It is owned by
"Unilever" the British-Dutch company and has a majority stake in Hindustan Unilever Limited of
about 52 per cent. It has offices in Mumbai, Maharashtra, India. Hindustan Unilever Limited has
more than 35 brands, representing 20 different categories. Your baby's bath time is special which
means that you need a unique baby product to go with. Dove is on the market for baby care that
keeps the skin of the baby soft from one bath to the next. 1⁄4 moisturizing cream, Hypoallergenic and
their gentle cleansers clean the skin and hair of babies. Dove has grown from a moisturizing Beauty
Bar into a global brand with a range of products: body wash, body and hand lotions, facial cleaners,
deodorants, conditioners, hair styling and shampoos.
2. Procter & Gamble Co.: -It Is an American multinational consumer goods company with
headquarters in Ohio, U.S.A. The company is in the segments Grooming, Beauty, Healthcare, Home
Care Fabric & Baby Care.
 1837: James Gamble and brothers-in-law William Procter begin partnerships in Cincinnati
to make and sell soap and candles.
 1859: Sales of P&G reached to $1 million • 1879: Introduction of the cheap, but high
quality Ivory soap
 1924: The company established a department for market research to study consumer
preferences and purchasing habits
18
 1955: Introduction of crest, first fluoride toothpaste clinically proven to fight cavities
 1961: Introduction of pampers which replaced cloth diapers • 1980: Sales amount to 10
Million Dollar
 2002: Company develops naturally famine pads specifically for the needs of Latin
American low income women •
 Today: Today it operates in 80 countries with a portfolio of 30 million dollars: Charmin,
Pantene, Tide, Folgers, Olay, Crest, Always, Bounty, Ariel, Downy, Pampers and
Pringles.
3. Kimberly-Clark Corp: -is the largest tissue and paper towel manufacturer in the country. As the
second household and personal care manufacturer in the US it ranks just behind Procter & Gamble.
In 1995, with its acquisition of long-term rival, the Scott paper company, the company doubled in
size. Most of the group's focus is on their fight with P&G in: Bathroom Tissue, Diaper, paper Towel
Business. K-C can console itself with the knowledge that still outstrips its much larger rival in paper
products, while its brand Huggies is a close second on the global nappy market.
4. Johnson & Johnson: -is a fortune 500 global pharmaceutical and consumer packaged goods
corporation. It was founded by three brothers in 1886, including James Wood Johnson, Robert Wood
Johnson and Edward Mead Johnson. The company has companies operating in more than 60
countries in more than 265 countries. It came in India in 1947 and Johnson's baby powder was their
1st product.
5. Nestle SA: -Henri nestle was founded in the year 1866. It is the world's largest food & nutrition
service. Its first product was for babies and it also deals with many products, such as dairy, coffee,
breakfast cereals, bottled water, cakes and ice cream etc. Henry Nestle produced a baby food in the
1860's which could not breastfeed. Nestle 's four internationally run companies are: - Nestle Waters,
Nestle Foods, Nestle Pharma and Food & Beverages
6. Some other Baby care vendors are
 Amul
 Aditya Birla Group
 Chicco
 Emami
 Dorel Industries
19
 Himalaya Drug Company
 Kiwi Baby
 Infantino
 Marico
 Peg Perego
 Mothercare
 Wipro
 Pristine Organics
PARENTING APPS MARKET OVERVIEW

The Parenting Apps Market research added by the insight partners, offers a comprehensive analysis of
growth trends prevailing in the global business domain. This report also provides definitive data concerning
market, size, commercialization aspects and revenue forecast of the industry. In addition, the study explicitly
highlights the competitive status of key players within the projection timeline while focusing on their
portfolio and regional expansion endeavours.
Parenting can be difficult, and first-time parents actively access mobile applications or “apps” in this digital
age to adjust to their new roles. Apps are now the technologically savvy go-to tool for parents to access data,
track their babies‟ development, edit and share photos, and much more.
Moreover, almost half of millennial parents in 2018 relied on mobile parenting apps for parenting and child-
related information, and more than half rely on science-based websites. However, use varies depending on
parent demographics, with lower-income parents less likely to turn to science-based sources. Such factors
are expected to boost the growth of the parenting apps market during the forecast period.
20
The “Global Parenting Apps Market Analysis To 2027” is a specialized and in-depth study of the
technology, media and telecommunication industry with a special focus on the global market trend
analysis. The parenting apps market report aims to provide an overview of the parenting apps market
with detailed market segmentation by operating system, end user, pricing and geography. The global
parenting apps market is expected to witness high growth during the forecast period.
21
REVIEW OF LITERATURE
Parents perception
According to Wikipedia (2008), "Perception is the process of attaining awareness or understanding of
sensory information" (as cited in (McDonald)). The Merriam-Webster (n.d.) states, "Perception is the ability
to understand inner qualities or relationships; the information gained from the process of coming to know or
understand something" (as cited in McDonald, 2012, P. 3). Humans have remarkably a kind understanding
of themselves and other individuals in exclusive societies. The assessment of two cultures and the essence of
the man or woman's trip will even be affected if two cultures intersect (Markus & Kitayama).
(Wiig) commented that people use knowledge on four rational levels and often partly understood knowledge
to represent the extreme ideals and sophisticated concepts to form their goals and views and reasoning from
a theoretical point of view. He also argued that people have some understanding that is so familiar to them
that they can use it without thinking about it.
(Speight) (1998) stated that despite using frequently, the concept of parenting is difficult to define but a
relationship, a process, or a group of activities. Anyone who cares about a child can be considered part of the
parenting process. Family friends, relatives and neighbours, school teachers, family aides, community
workers, and even doctors and nurses are known to be part of the continuum of parenting. Parenting is
multidimensional. To respond to their children's different needs, parents should develop both depth and
breadth of knowledge, ranging from being conscious of developmental milestones and norms. The
importance of parents' knowledge of child development is a key concept of many efforts to promote
parenting. The importance of parenting knowledge to parenting practices is established in various sources
and applies to various cognitive and social-emotional behaviors and practices to support parenting
environment (National Academies of Sciences, Engineering, and Medicines, 2016).
(Speight) (2016) studied that the quality of parenting children be given during the early years impacts their
cognitive ability, social skills, and behavioral functioning, which impact their subsequent success in life. A
strong base in the early years improves the chances of positive outcomes in the child's existence, while a
poor base significantly increases the probability of potential difficulties (Maternity and early years, n.d.).
Emotional well-being and social competence, according to the National Scientific Council (2007), provide a
strong foundation for the development of cognitive skills, and they are the bricks and mortars that shape the
cornerstone of human advancement. Furthermore, psychological and cognitive skills, language abilities in
22
early years are all necessary conditions for development in schools and future in the workplace and
community.
Researchers found that children in their early years need an environment that assures their protection and
security while enhancing their growth potential (Siraj-Blatchford et al, 2009). Their behavioural and
cognitive outcomes may increase with adequate integrated support from their family. Families with good
parenting, comfort and consistency, and a paradigm of sound instructional behaviour may positively affect
children‟s outcomes.
"The most studied elements for parenthood include warmth, sustainability, conflict or rejection, monitoring
and control mechanisms, including the fostering of autonomy," according to O'Connor (2002).
Suldo & Fefer, (2015, P. 132) : Parenting styles represent the combination of parenting behaviors and the
use of specific parenting practices
Leidy, et al., (2010) : Both positive parenting and family bonding may establish a supportive framework for
child development, where social interaction skills can be developed by modeling and improving
Begum, (2019): Integrated engagement, particularly the implementation of parenting and household
assistance, can enhance cognitive improvement and faculty readiness by delivering ECD knowledge, the
value of early stimulation, adequate care-giving activities, and ensuring the best in the home environment.
From parents' experience, the dominant behaviours and exercise or dedication played a very good role in
children's healthy development.
Knowledge of Parenting & Child Development, n.d.: Understanding parenting strategies and child
development lets parents consider what to expect and how to provide what children need at each
development stage. Acquiring new knowledge regarding parenting and child development allows parents to
critically evaluate their experiences on their development and current parenting practices and realizes that
there may be more effective ways to guide and respond to their children.
Zhong, et al., (2020): Parenting knowledge is positively and significantly associated with children's
Neurodevelopment, including cognitive, language, motor, and social-emotional development. Many
research look at parental awareness and practises in relation to ECD, however there is limited evidence
in Bangladesh.
Sharif (2015) stated that parental education is attributed to parenting and pedagogy on children's
development and learning. He also observed that parental personality, parenting style, and
23
understanding of parenting and pedagogy are connected to their parenting practices and interplay with
children through caring and teaching-learning.
Ample scientific evidence acknowledges that parenting significantly influences children, particularly in
their early childhood years (UNICEF, 2015). Early childhood interactions shape the base of brain
construction, and scientists also recognize that the relationship betwee n children with their parents or
guardians is a significant component in this brain formation process (Center on the Developing Child,
Harvard University, 2007). Parent-child relationships focused on children's development were more
thoroughly studied about parental practices (Suldo & Fefer, 2015).
Recent neuroscience studies have provided compelling evidence that early childhood brain
development has identified neural and biological mechanisms that influence health, learning, and
behaviour throughout life (Mustard, 2006). In a research, (O‟Connor et al. (2012) explained that
children‟s strategies for managing emotions and engaging with others are learned from experience.
Children usually learned this from the parent-child relationship, and the family environment can be the
primary source of these experiences.
Decades of study have shown that the parent-child relationship and the family environment, which
comprises all primary caregivers, are the pillar of children's wellbeing and healthy development. From
Birth, children learn and depend on parents and other caregivers to care for them. When a child's brain
is rapidly evolving and all of his or her experiences are generated and moulded by parents and the
family environment, the impact of parents is never higher than in the early years of life (National
Academies of Sciences, Engineering, and Medicines, 2016).
Families provide their children special attention for development by offering them affection, devotion,
and many opportunities to learn. Families support their children in developing healthy and stronger by
playing and engaging with their children (UNICEF, 2012). Play is a critical factor in a child's life. Play
allows the child to learn mentally, physically, and emotionally and often builds bonds between parents
and child. Play is a great way for kids to discover their abilities and personalities. Through play, he also
learns social skills that help him know others in his life and learn how to respect others (Cheong,
2007).
Play is related to memory formation, self-regulation, oral language, and symbol recognition improved
literacy abilities and other aspects of academic learning have also been linked to the play (a view held
by Piagetian and Vygotskian theories of child development). The play can foster several aspects of
young children‟s development, including social and cognitive development (Bodrova & Leong, 2005).
According to a UNICEF (2014) study, parents' active participation in learning activities promotes
children's development. Parents play a vital role in developing children cognitive skills through reading
24
or looking at picture books, telling stories, or spending time identifying, numbering, and drawing with
their children.
Structured-construction plays materials such as building blocks, LEGO toys, and jigsaw puzzles are the
most common play materials in families. The functions improve children's sensual development and
more detailed motion development and improve their cognitive capability (Changa &Yehb, 2015).
(Benasich & Brooks-Gunn (1996) found a significant effect of maternal knowledge and concepts of
development on child outcomes. The effects of maternal knowledge and concepts of development
influence child outcome directly and indirectly through the home environment. Parenting knowledge on
child development relates to children‟s positive outcome.
Hess, et al. (2004) emphasized that parental knowledge of child development and parenting is meant to
understand and interpret the connection between parental selfefficacy and parenting skills. The
association between parental self-efficacy and parenting skills is often positively correlated with
parenting knowledge. Scott, et al. (2010) showed that negative parenting, parental distress and tension,
and spouse abuse significantly influenced child cognitive development. When nurtured under negative
parenting, the risk of developing a significant antisocial archetype in child activity often raised, and
child inattention and restlessness also increased the probability of antisocial behavior.
Scott, et al. (2010) also found more extreme child antisocial behavior has been correlated with a
negative parenting style marked by more harsh, erratic discipline. The proximal parent -child
relationship means that each has a strong influence on the other. The theory of social learning indicates
that a child learns behavior through interaction with important people in their community, specifically
parents, and through modeling and reinforcing, these behaviors are sustained. Unint ended behaviours,
on the other hand, can be unintentionally reinforced by parents' exposure to such behaviour and
subsequent pacification efforts. It was also recommended by Stoiber (1992) that early childhood
practitioners should have sound knowledge in social development as well as a strong contribution to
parental engagement. The advantages of promoting increased awareness in parents might be greatest
for children representing the least knowledge. Parenting interventions can be feasible and efficient in
strengthening the parent-child relationship and parental knowledge about child development in LMICs,
and can also be influential in addressing the reduction of child maltreatment in these settings (Knerr, et
al., 2013).
Nutritional knowledge among parents of children is probably one of the most significant and defining
factors impacting children's health (Sultana, 2017). Parents' knowledge and practise may have an effect
25
on their children's nutritional status . Children's nutritional status is highly depen dent on the quality or
quantity of food provided by their parents. Parental knowledge of food and nutrition is the critical
factor leading to the decision-making of the diet. Parental knowledge and children's nutritional status
are factors that are highly coherent with each other (Parental knowledge, n.d.).
There is a significant relationship between parental knowledge of child development and early
childhood outcomes. Parental knowledge of child development has a significant influence on
forecasting child social competence. Parents with greater knowledge of child development are more
likely to be cooperative towards their child regarding child
independence. Parenting knowledge may provide a positive formative direction focusing on the
cognitive development of children (Zand, et al., 2014).
One of the important aspects of early child development is socialization and development of
communication skills (Gnjatovic, 2015). The quality of parenting is critical for socializing children.
The family environment is one of the most significant possible factors to children‟s development.
Parental knowledge of child development has also been mentioned as a factor linked to child
development outcomes (Sanders & Morawska, 2005).Although the research has looked at parenta l
knowledge as a risk factor for poorer child development across a variety of domains, there is a lack of a
clear understanding of the mechanisms by which parental knowledge influences the development and
behavior of children. In general, risk factor in the care-giving environment is transmitted by the
experience of the child in their primary care-giving relationship (Sanders & Morawska, 2005).
Stevens (1984) investigated the relationship between parents' knowledge of child development and
their ability to create a quality home learning environment. According to Huang et al. (2005), "several
studies have demonstrated that parental knowledge has a significant effect on parenting.". Both parents
have scarce knowledge in the area of norms and milestones, which is especially essential for guidance
when structuring a child's healthy environment and providing age-appropriate activities” (as cited in
Scarzello, et al., 2016). Parental knowledge is supposed to provide a global cognitive organization for
adapting to or anticipating developmental changes in children (Stoiber & Houghton, 1993).
Despite this widespread recognition of the relationship between parenting and child development, there
are several gaps in our knowledge and understanding to support constructiv e parenting strategies,
particularly in vulnerable contexts (UNICEF, 2015). 39% of children worldwide are deprived of their
development and growth potential (Aboud, et al., 2013). Begum (2019) discovered that approximately
30% of parents practised less with their younger children . On the other hand, 42.3% of parents having
a 3-5-year-old child did the lower level of practice.
26
UNICEF (n.d.) claimed that early childhood applies to critical years of care and development in which
improvements, both physical and emotional, are clearly described in the first eight years of a child's
life. Early years are most critical when a child‟s brain is most flexible and develops rapidly. But brain
development is experiential A child faced with neglect or violence will most likely experience
cognitive, behavioral, or emotional problems. Most Bangladeshi parents have poor childcare
knowledge and do not know the scientific fact of childcare.
In developing early nutrition, stimulation, protection, and learning, parents are the main caregivers of
the required components. In Bangladesh, the extent of abuses faced by children is alarming. Three in
four children encountered psychological aggression, while two in three experienced physical
punishment. On the other side, at least one type of physical or psychological punishment by family
members is encountered by more than 80 percent of children aged 1 to 8. Children are most at risk in
slums, remote rural regions and disadvantaged minority groups, where access to basic services is
limited (UNICEF, n.d.).
Begum (2019) also highlighted that ECD information should be conveyed at the community level, and
that steps should be implemented to emphasise the value of ECD and urge parents to engage in
additional activities that will benefit their children's development; to focus future parenting activities
on enhancing knowledge and practices related to early childhood stimulation, in particular cognitive
benefits associated with early stimulation, such as play with child read book; family memb ers should
be included to encourage sustainable progress related to early stimulation and development of children.
The home environment and child-rearing practices of mothers of severely malnourished children can be
improved through community-based parenting education and child-rearing activities with or without
food supplementation and recommended that for a sustainable psycho-social engagement program,
mothers/caregivers need to be empowered through training and supervision so that they can be
confident and able to carry on (Nahar, et al., 2012).
According to Segel (201 I), the World Health Organization (WHO) declared that overweight or obesity
affects one out of every ten children or teenagers all over the world. While an estimated 44 million (6.7
percent) of children under the age of five were overweight or obese in 2012, (World Health
Organization, 2014). Obesity in children is associated with a high risk of diseases such as hypertension,
dyslipidemia, metabolic syndrome, and type 2 diabetes mellitus (Gupta et al, 201 3; Herouvi et al. 201
3). Child obesity has quickly become one of the world's most prominent health challenges, spreading
rapidly over the years (O'Dea and Eriksen, 2010). In 2010, 43 million children were estimated to be
27
overweight and obese worldwide, with 35 million in developing countries (De Onis et al, 2010). In the
United States, during the period of 2010 to 201 1, the prevalence of child obesity has reached greater
than 20%. The prevalence of child obesity among children from lower-income families rose from
12.7% in 1999 to 14.4% in 2010 (Levi et al, 2014). In the United States, however, approximately one -
third (32%) of children aged 2 to 19 are overweight, and 18% are obese (World Health Organization.
2014). Meanwhile, child obesity for low-income aged between 6-18 years in eight European cities has
increased (Evans et al, 2012)
Mobile Technology
Tiainen, Wigelius and Lonnqvist (Kellomaki et al, 2000) stated that Mobile technology entered the main
stream in 2002 when the global number of mobile networks exceeded the number of fixed lines and in
January 2007, the number of mobiles doubled the number of fixed lines with 2.6 billion. They added that
eighty percent of the world's population are exposed and live in the vicinity of a mobile signal. In developed
world, mobile technology continues to exist among other ICTs, but in developing countries, mobile may be
the only technology people can access and afford (Teng and Helps, 2010). Nowadays, Smartphone allows
users not just for phone call, SMS or e-mail, but a plethora of applications. Smartphone combines features of
cell phone and Personal Digital Assistant (PDA) (Aram et al, 2008). Smartphone has powerful capabilities
built on mobile computing and available on various platforms which include Android, iOS, Symbian,
Windows Phone and etc. Mobile technology such as Smartphone enables a new generation of users and
business applications (Teng and Helps, 2010). Mobile applications are developed to assist personal mobile
phone, personal digital or enterprise digital applications. They can be pre-installed into the mobile phone
from the firm or downloaded by users from the applications website (Tahnoon Al Ali et al, 2008). These
applications are developed by using many programming languages like HTML, JavaScript, J2ME and etc.
Smartphone uses open source operating system such as Android, Windows mobile and iOS. Android has
been the most popular mobile platform in the world (Mullen, 201 1). According to a survey, majority of
people use a mobile phone worldwide and more than half are Asia-Pacific region (3.6 billion out of 7 billion
total subscriptions) (ICT, "Facts and Figures," Switzerland. 2014). Meanwhile, mobile applications in the
medical field has become also increasing in availability and popularity (Patrick et al, 2008). For example, the
mobile health apps include interventions that help people quit smoking (Abroms, 20 12) or weight Control
(Lopes et al, 201 1). Additionally, many mobile apps have been merged into the behavioral healthcare sector
as a way to monitor disease such as monitoring the children by school nurses in the United States through
collecting and storing data locally, instead of the traditional ways and sent it at a later time to a central
database in case of availability of the Internet (Luxton et al, 2011)
Mobile Learning
28
Mobile devices are becoming increasingly involved in our daily activities and have made their entrance in
the world of education. In the last few years, mobile learning is increasingly used to enhance learning
experiences. According to the term 'mobile' indicates the 'possibility of activities taking place in multiple
locations, across multiple times and accessing items using various equipments, such as smart phones or
tablets'. When used in early childhood education, mobile learning is said to be more engaging and effective
for distracting and entertaining young children. The literatures suggest research on potential use of mobile
devices in education, as current researches has lagged behind the rate of its adoption, considering the rapid
growth and advancement in mobile technology. In modern era, the age of technology, e-learning and m-
learning play a vital role. In some western countries various researches are being conducted on this topic.
They are very well-known that upcoming generation can learn through m-learning very easily. Now-a-days,
using of mobile phones especially smart phones is increasing rapidly. The salient features of mobile learning
that attract the researchers‟ are- because it is more convenient to the learners, inexpensive, easily portable for
its being small size, and containing latest functions etc. We can carry it everywhere any time, and at any
place we can learn from it. Every type of data can send and receive from it very easily. In the field of Human
Resources, eLearning has been successfully implemented by multinational enterprises (MNE) due to its
personalized adaptability. It helps by utilizing company resources and leading to a reduction of costs,
conveying ubiquito access and learning, and helping with optimization of employee competence and
competitive agility (Blocker, 2005).
According to an executive issue survey of 1,000 operational managers done by Cheese (2003) concluded
that eLearning contributes to employee retention rate, attitudes toward the company and its culture,
improved workforce performance, and improved customer service. This technology is not only for Large
MNEs, small and medium sized enterprises benefit as from embracing eLearning tools as well. Blocker
(2005) states that these tools assists in the keeping of employee‟s skills to and therefore it should be
encompassed as means to ensure regulatory training. In the academia, eLearning‟s escalating success has
been attributed to high quality and reliability of personalized education based on latest insights of
learning.As for elementary and secondary schools, the innovative technology has been popularized for
offering blended learning in areas such as language arts, mathematics, science, etc. The support and content
given to hildren are advantageous when it comes to their education. “High quality digital lessons for primary
education give children self-confidence, inspiration, and joy ("e-learning for kids," 2017). As the
progression of new technologies for enhancing the learning experience are being developed, m-Learning
applications have been a product of these advancements. Despite of its apparently obvious definition,
mLearning is not merely eLearning on a mobile device. “Mobile learning is defined as a form of
eLearning that specifically uses mobile devices [e.g., personal digital assistants (PDAs), cell phones, smart
phones, notebooks (NBs), tablets, or personal computers (PCs)] to deliver learning content and
29
supports” (T. H. Brown, 2005; Hwang & Chang, 2011; Muyinda, 2007). Essentially, mLearning is based
on the use of ubiquitous devices that can access information from anywhere at any time (C.-C. Chen &
Huang, 2012; Motiwalla, 2007). It is predominantly used by smart portable devices making it easier for
learners to attain access to learning materials (Evans, 2008). This knowledge managinsystem is designed
to be a self-paced, with short lessons, and on demand content. In the last half decadtens of thousands of
mobile applications (Apps) have been designed for intended use to constitute as
learning tools for end users who want to learn a new skill. Advancements in program applications and social
software platforms utilizing Web 2.0 technologies [e.g., Twitter, wikis, blogs, YouTube, Facebook]
are the main contributors for mobile devices becoming more dynamic. This leads to the promise of using
them for a greater good in education. Overall, mLearning grants the convenience for any individual having
the willingness polish or learn new skill. In addition, mLearning contributes to lifelong learning allowing
individuals learn continuously throughout their life span. Secondly the market size, for mLearning has
gained a large amount of popularity in the recent years. The global
increase of mobile and smartphone technology has been fueling its expansion. “Industry verticals such as
BFSI, healthcare, government, professional services, telecom and IT, and education are progressively
deploying mobile learning solutions ("Mobile Learning Market Growing at 36.3% CAGR To 2020 - NA
Expected To Be On Top In Terms of Industry Size," 2015). At the moment, dominant players in the
mLearning market such as AT&T, CISCO systems, Dell, IBM, and Upside Learning have been key players
providing solutions to their clients ‟needs. The industry has been predicted to grow from $7.98 billion in
2015 to an astounding $37.60 billion by 2020. The next generation of mLearning is highly anticipated to be
location-based Learning and games. The information fed to the user is based on their
geographical location through mechanism that pinpoints their positioning. This new generation of m-
Learning games (Edu-games), have three criteria that need to be met. According to Avouris and
Yiannoutsou (2012), the games need to be ludic, pedagogic, and hybrid. Allowing the users to interact with
neighboring players around their geographical location. Researchers believe that these new types of mobile
games can greatly contribute to learning.
As a developing country in India, we need to educate the next generation of scientists, inventors, engineers,
and entrepreneurs with the help of mobile learning. Educating a workforce, that is effective in a global
context and adaptive as new jobs and roles evolve, will help to support our economic growth. Mobile
learning makes it possible to extend education beyond the physical confinements in the classroom and
beyond the fixed time periods of the school day. It allows students to access content from home,
communicate with teachers, and work with other people online. The value of mobile devices is that they
allow students to connect, communicate, collaborate and create using rich digital resources.
Kukulska-Hulme & Traxler [1] Mobile learning, sometimes called M-learning, is learning accomplished
with the use of small, portable computing devices. There is some debate on the inclusion of tablet and laptop
30
computers. Often, wireless two-way internet connection is assumed as an integral component. Mobile
learning refers to the use of mobile or wireless devices for the purpose of learning while on the move.
Typical examples of the devices used for mobile learning include cell phones, Smartphone, palmtops, and
handheld computers; tablet PCs, laptops, and personal media players can also fall within this scope. M-
learning or „mobile learning‟ is any sort of learning that takes advantages of learning opportunities offered
by mobile technologies. According to Quinn (2000) [2] “Mobile learning is learning through mobile
computational devices”. Shepherd [3] M- learning is not just electronic, it‟s mobile. Ally (2009) The process
of using a mobile device to access and study learning materials and to communicate with fellow students,
instructors or institution [4].
Consumer Perception
1. Eastwood, D.B, (1985) Before learning about consumer behaviour and perceptions, one must first
grasp the concept of consumer. As a result, a consumer unit is defined as "one or more persons who
collectively create revenue and distribute it for consumption among the unit's members." To clarify,
the phrase "customer unit" is often used to refer to a domiciliary unit, which includes individuals,
ancestry, and people who live together.
2. (Zeithaml, 1996) Consumers' perceptions of a few brands are positively enhanced and dampened
with increasing levels of perceived quality and endure they ambience, respectively. Customers'
quality judgments, for example, are likely to suffer from the standard suggested by exotic cues such
as name and price. Researchers have identified name, price, store name/image, and country of origin
as extrinsic cues to (quality) perceptions (Teas and Agarwal, 2000).
Consumer buying behaviour
1. (Bhattacharya, C.B. &Sen, S., 2003): Customer behaviour refers to the mental and emotional
processes that consumers go through while searching for, purchasing, and using a product or service.
It entails researching how people buy, what they buy, when they buy, and why they buy. It combines
elements from Psychology, Sociology, Sociopsychology, Anthropology, and Economics. Also
attempts to gauge access on purchasers from groups such as ancestry, friends, reference groups, and
society in general.
2. (Aaker, D. J. &Joachimsthaler, E ,2000): Examining the influence of brand names Consumers

might be subjective or objective in nature. Consumers' selections are also influenced by the retail
outlets that sell the products. The package or visual appeal of the retail shop may influence sales or
the service of the sales ladies or clerks. Furthermore, consumers may choose different
31
products/brands not only because they provide the expected functional or performance benefits, but
also because products are frequently used to absolute consumers' personality, social dignity, or
alliance (symbolic purposes) or to satisfy their internal psychological needs, such as the need for
novelty or difference.
3. Ritu Narang (2006): A study titled "A Study on Branded Men's Clothing" was caught up within the
city of Lucknow with the goal of thinking about the acquisition behaviour of customers of branded
men's wear. This study was conducted with the goals of examining the purchasing behaviour of
branded men's clothes customers, examining the impact of advertising on purchaser buying
decisions, and examining the impact of promotional activities on buyer purchase behaviour.
4. (Kazmi, 2001;Mathur, 2002). An exploratory study was carried out to develop abstraction about the
purchasing behaviour of sophisticated men's outfit customers and, as a result, the impact of
advertising on their purchase decision. As a result of the study, it is possible to conclude that the
majority of the day's customers visit branded apparel showrooms with the intention of buying. The
purchase of branded clothing is not impulsive. Male purchasers, on the other hand, visit the
showroom to kill time; the number of people visiting the showroom with a brand in mind is the same
as the number of people visiting the showroom with no brand in mind; and advertising has the
greatest impact in building brand awareness.
5. Pathak and Tripathi (2009): An exploratory study titled "Customer Shopping Behavior Among
Modern Retail Formats: A Study of Delhi & NCR" was carried out. It focuses on consumer shopping
behaviour and popular retail formats in the Indian market, among other things. The study's objectives
are to analyse the factors that influence buyer decisions among fashionable retail formats and to
investigate the comparative strength of those factors in consumer purchasing decisions.
6. Mishra, (2009): Based on primary and secondary research, the authors concluded that retailers
attempt to use their own offerings on consumers and frequently overlook the schemes and offerings
expected by the customer, resulting in dissatisfaction. It has also been observed that in today's fast-
paced retailing environment, understanding the mind of a customer is difficult for retail fulfilment.
The agglomerated level image may also be misleading because it averages the weary and thus the
cleft. As a result, individual comprehension is endearing.
32
RESEARCH DESIGN
Research Objectives
 To study the parent‟s perception towards an parenting app
 To study the awareness of parents towards child‟s development in early years.
Hypothesis
 Null Hypothesis (H0) - There is no significant difference in the perception of parents towards an
parenting app
 Alternate Hypothesis (H1) - There is an significant differene in the perception of parents towards
an parenting app .
Variables
 Independent variables- Age of the child
 Dependent variables – perception towards an app
33
DATA ANALYSIS
1. AGE Group Of Child - 60 Responses
Age Group of Child
22%
0-1 year
46%
1-2 years
2-3 years
32%
Age Goup of Child Percentage of Respondents
0-1 year 22% respondents

1-2 years 32% respondents
2-3 years 46% respondents
Interpretation: As per above table we can see that, out of total 60 responses 22% i.e. 13 respondents have a
child of age group 0-1year , 32% i.e. 19 respondents have a child of age group 1-2 years and 46% i.e. 28
respondents have a child of age group 2-3 years.
34
2. Do you have a Smart-phone – 60 responses
Do you have a smart phone
8%
Yes
No
92%
Interpretation: As per the above chart 92% i.e 55 respondents of total 60 respondents use or have an Smart
phone and 8% i.e. 5 respondents of total respondents dot have or use an smart phone.
35
3. Do you feel the need to use an parenting app – 60 responses
Do you feel the need to use an parenting app
28%
Yes
No
72%
Interpretation: As per the above chart 72% i.e. 43 respondents of total respondents feel the need to use an
parenting app and 28 % i.e. 17 respondents of total respondents don‟t feel the need to use an parenting app.
36
4. Do you use any kind of parenting app to understand your child‟s behaviour – 60 responses
Do you use any kind of parenting app to

understand your child’s behaviour
16%
Yes
No
84%
Interpretation: As per the above chart 84% i.e. 50 respondents of total respondents do not use any kind of
parenting app to understand the child‟s behaviour and 16 % i.e. 10 respondents of total respondents use any
kind of parenting app to understand their child‟s behaviour.
37
5. Which Parenting app do you know-
60 responses
Which Parenting app do you know
28%
34%
Baby G
First Cry India
Momspresso
3% Other
35%
Different Parenting Apps Percentage of respondents

Baby G 34 % of respondents
First Cry India 35% of respondents
Momspresso 3 % of respondents
Other 28 % of respondents
Interpretation: As per the above table 34% i.e. 20 respondents of total respondents are aware of Baby G App,
35 % respondents i.e. 21 respondents of total respondents are aware of First Cry India App, 3% respondents
i.e 2 respondents of total respondents are aware of Momspresso and 28% respondents i.e. 17 respondents of
total respondents are aware of different other parenting apps .
38
6. Do you think in nuclear families, parenting apps are very much use-full to help the parents
60 responses
Do you think in nuclear families, parenting

apps are very much use-full to help the
parents
32%
Yes
No
68%
Interpretation: As per the above chart 68% i.e. 41 respondents of total respondents think that parenting apps
are very much use-ful to help parents in nuclear families and 32 % i.e. 19 respondents of total respondents
think that parenting apps are very much use-ful to help parents in nuclear families.
39
7. Do parenting apps help you understand the child‟s behaviour in early stage –
60 responses
Do parenting apps help you understand the

child’s behaviour in early stage
28%
Yes
No
72%
Interpretation: As per the above chart 72% i.e. 43 respondents of total respondents use parenting app to
understand the child‟s behaviour in early stage and 28 % i.e. 17 respondents of total respondents use
parenting app to understand their child‟s behaviour in early stages
40
8. Please give your opinion about the following .
 Parenting Apps are absolutely important in early stage of the child- 60 responses
35
30
30
25
20
17
15
12
10
5
1
0
Strongly Agree Agree Dis-agree Strongly Disagree
Parenting Apps are absolutely important in early stage of the child
Scale Number of respondents

Strongly Agree 17
Agree 30
Disagree 12
Strongly Disagree 1
Interpretation: From the above chart 17 respondents strongly agree, 30 respondents agree, 12 respondents
disagree and 1 respondent strongly disagree that parenting apps are absolute important in early stages of the
child.
41
 Parenting apps are more cost effective than consulting an paediatrician –
60 responses
35
32
30
25
20
15
12 12
10
5 4
0
Strongly Agree Agree Disagree Strongly Disagree
Parenting apps are more cost effective than consulting an paediatrician

Strongly Agree 12
Agree 32
Disagree 12
Strongly Disagree 4
Interpretation: From the above chart 12 respondents strongly agree, 32 respondents agree and 12 respondents
disagree and 4 respondents strongly disagree that parenting apps are more cost effective that consulting an
paediatrician.
42
 Parenting apps are more handy to use.
60 respondents
45
40
40
35
30
25
20
14
15
10
4
5 2
0
Parenting apps are more handy to use

Strongly Agree 14
Agree 40
Disagree 4
Strongly Disagree 2
Interpretation: From the above chart 14 respondents strongly agree, 40 respondents agree, 4 respondents
disagree and 2 respondents strongly disagree that parenting apps are more handy to use.
43
 Parenting apps give a wide range of knowledge about the child‟s health
60 respondents
35 33
30
25
20
16
15
10 8
5 3
0
Parenting apps give a wide range of knowledge about the child’s health

Strongly Agree 16
Agree 33
Disagree 8
Strongly Disagree 3
Interpretation: From the above chart 16 respondents strongly agree, 33 respondents agree, 8 respondents dis
agree and 3 respondents disagree that parenting apps give a wide range of knowledge about the child‟s
health.
44
 Parenting apps make it easy for parents to focus on child‟s education and growth
60 responses
35
31
30
25
20
16
15
10 9
5 4
0
Parenting apps make it easy for parents to focus on child’s education and growth

Strongly Agree 16
Agree 31
Disagree 9
Strongly Disagree 4
Interpretation: From the above table, 16 respondents strongly agree, 31 respondents agree, 9 respondents
disagree and 4 respondents strongly disagree that parenting apps make it easy for parents to focus on child‟s
education and growth.
45
 Through parenting apps , parents can a keep of track on the child‟s development record
60 responses
40 38
35
30
25
20
14
15
10
5
5 3
0
Through parenting apps , parents can a keep of track on the child’s development record

Strongly Agree 14
Agree 38
Disagree 5
Strongly Disagree 3
disagree and 3 respondents strongly disagree that Through parenting apps, parents can keep a track on the
child‟s development record.
46
 Parenting Apps provide you personalised parenting guide which increase your parenting knowledge.
60 respondents
35
32
30
25
20
16
15
10
10
5
2
0
Parenting Apps provide you personalised parenting guide which increase your parenting
knowledge.

Strongly Agree 16
Agree 32
Disagree 10
Strongly Disagree 2
disagree and 2 respondents strongly disagree that parenting apps provide you personalised parenting guide
which increase your parenting knowledge.
47
 Parenting apps provide a variety of activities which parents can perform with their children.
60 respondents
45
40
40
35
30
25
20
14
15
10
5
5
1
0
Parenting apps provide a variety of activities which parents can perform with their children.

Strongly Agree 14
Agree 40
Disagree 1
Strongly Disagree 5
disagree and 5 respondents strongly disagree that parenting apps provide a variety of activities which parents
can perform with their children.
48
 Parenting Apps help to keep a track on the sleep cycle of the child
60 respondents
35
32
30
25
20
16
15
10 9
5 3
0
Parenting Apps help to keep a track on the sleep cycle of the child

Strongly Agree 16
Agree 32
Disagree 9
Strongly Disagree 3
disagree and 3 respondents strongly disagree that parenting apps help to keep a track on the sleep cycle of
the child .
49
 Parenting Apps improve parents capacity to read and respond to child‟s emotions and mental state.
60 respondents
35
31
30
25
20 18
15
10 9
5
2
0
Parenting Apps improve parents capacity to read and respond to child’s emotions and
mental state.

Strongly Agree 18
Agree 31
Disagree 9
Strongly Disagree 2
disagree and 2 respondents strongly disagree that parenting apps improve parents capacity to read and
respond to child‟s emotion and mental state.
50
ANNOVA
Interpretation: From the data collected and testing the data using SPSS software for a 5% level of
significance, the result was found to be P-value 0.808 > 0.05.
Therefore, the null hypothesis is accepted.
Therefore, there is no significant difference in the perception of parents towards an parenting app.
51
LIMITATIONS
 Major limitation with respect to understanding the parenting industry was the limited time period as
understanding the nature of the organization and the industry within 2 months is in itself a huge
challenge.
 There were very lesser secondary data available on the perception of parents towards usage of an
parenting application
 The Parenting industry is mainly focused on providing information to new parents about their child
nutrition and growth but during the internship period due to the COVID-19 scenario, to provide a
complete understanding and experience about the parenting app was not possible.
 The reach of the survey was majorly limited to New Parents or parents with children up-to 3 years so
it was difficult to get a wider perspective of people from different age groups.
 There is a possibility of people not being completely honest wile answering the survey forms as they
might not feel free to express their true feelings.
52
RECOMMENDATIONS
Consumer perception is that the indicator that establish link between the consumer‟s interest and
actual purchase of the consumer. This study identifies and incorporates various marketing tools
which influence the consumer perception. Although the promotional and door to door marketing
influences quite users to download and experience an app but the social media is also an power-full
tool which can bring positive results because it is more helpful and advance technique of marketing
for any organization to market and advertise its mobile application and provide brand awareness .
Based on research
 Parenting app is basic need of Indian parents.
 Parenting app developers should focus of features like development based activities, tip of the day,
recipes , nutrition tips etc.
 Pricing can be done according to the customer interest and high price will not attract young parents
initially
 Gender and occupation is not a barer in the sale or marketing of the app .
53
LEARNING OUTCOMES
 Working in teams
 To make different type of strategies
 Knowledge about tactics used by companies to advertise the products
 Creating promotional posts using different applications which was posted at various social media
platforms.
 Coordinating with different types of consumers
 Creating awareness about the app and understanding the perception about the app from the parents.
Few of the key learnings which will help me in future my jobs are
 Understanding and developing effective sales and marketing strategies for a new product like BabyG
 Developing an overall personality, building networks, and long-term relationships.
 Understanding the Marketing Strategy and pricing strategies of any new product
 Good conversational skills.
 Customer Profiling
 How to interact,to get in touch with our customers and maintain long term relation.
 “W mantra”- Why, What, Which
 Studying the product and understand the psychology of the mother.
54
CONTRIBUTION TO THE ORGANIZATION
 Created different strategies to advertise the app
 Performed an survey to understand the knowledge of parents towards child development
 Pitched about the app to more than 50 parents
 Different Mom bloggers and influencers were contacted to promote the baby g app
 Various paediatricians and doctors were contacted to record broadcasts related to parenting and child
development.
 Parents perception was reviewed after using the app and what they feel should be improved about
the app features and prices .
55
CONCLUSION
From the data analysis and testing it can be concluded that there is need of parenting app in Indian market
which should be handy to use , with more features and can provide them enough knowledge about parenting.
Parenting app can be pitched to males and females because both are taking care of the child at initial stage.
Parenting app is used by parents who are new to the concept of parenting and and its their first experience as
parents. Parenting apps can be an great guide to help the new parents to handle situations smoothly and
encourage them and boost their confidence.
Last but not least developers should keep in mind while developing the app that parents are using parenting
app for the developing activities necessary for physical and mental health of the kids .Other features like
recipes and nutrition that can be focused by the developers.
56
ANNEXURE
1. Name –
2. Age group of the Child- a) 0-1year

b) 1-2 years
c) 2-3 years
3. Do you have an smart phone – a) yes

b) no
4. Do you feel the need to use an parenting app - a) yes

b) no
5. Do you use any kind of parenting app to understand your child‟s behaviour- a) yes
b) no
6. Which Parenting app do you know – a) Baby G

b) First Cry India
d) Momspresso
e) Other.
7. Do you think in nuclear families, parenting apps are very much usefull to help the parents. – a)
yes
b) no
 Rate the following on a scale of 1 to 5, with 1 being strongly agreed and 54 being strongly disagreed:
1- Strongly Agree
2- Agree
3- Disagree
4- Strongly disagree
8. Parenting Apps are absolutely important in early stage of the child
57
1 2 3 4
9. Parenting apps are more cost effective than consulting an paediatrician.

1 2 3 4
10. Parenting apps are more handy to use.

1 2 3 4
11. Parenting apps give a wide range of knowledge about the child‟s health
1 2 3 4
12. Parenting apps make it easy for parents to focus on child‟s education and growth
1 2 3 4
13. Through parenting apps , parents can a keep of track on the child‟s development record.
1 2 3 4
14. Parenting Apps provide you personalised parenting guide which increase your parenting
knowledge.
1 2 3 4
15. Parenting apps provide a variety of activities which parents can perform with their children.
1 2 3 4
16. Parenting Apps help to keep a track on the sleep cycle of the child
1 2 3 4
17. Parenting Apps improve parents capacity to read and respond to child‟s emotions and mental
state.
1 2 3 4
58
BIBLIOGRAPHY
https://en.wikipedia.org/wiki/Parenting
https://www.researchgate.net/publication/341930554_Considering_parental_perceptions_on_mobile_lear
ning_systems_with_in-app_advertising-Taiwan_case_study
Jang J, Dworkin J, Hessel H. Mothers' use of information and communication technologies for information
seeking. Cyberpsychol Behav Soc Netw 2015;18:221-7
Davis DW, Logsdon MC, Vogt K, et al. Parent education is changing: a review of smartphone apps. MCN
Am J Matern Child Nurs 2017;42:248-56.
Zhao S, Pan G, Zhao Y, et al. Mining user attributes using large-scale APP lists of smartphones. IEEE Syst
J 2017;11:315-23.
Zhang P, Dong L, Chen H, et al. The rise and need for mobile apps for maternal and child health care in
China: survey based on app markets. JMIR Mhealth Uhealth 2018;6:e140
Genc-Nayebi N, Abran AA. Systematic literature review: opinion mining studies from mobile app store user
reviews. J Syst Softw 2017;125:207-19.
Stoyanov SR, Hides L, Kavanagh DJ, et al. Mobile app rating scale: a new tool for assessing the quality of
health mobile apps. JMIR Mhealth Uhealth 2015;3:e27.
Golden A, Krauskopf P. Systematic evaluation of mobile apps. J Nurse Pract 2016;12:e27-8
59
Chen, S. W., Yang, C. H., and Liu, C. T. (201 1, August). Design and implementation of live sd acquisition
tool in android smart phone. In Genetic and Evolutionary Computing (ICGEC), 20 1 I Fifth lntemational
Conference on (pp. 157- 162). IEEE
Davis, F. D. (1993). User acceptance of information technology: system characteristics, user perceptions and
behavioral impacts. International journal of man-machine studies, 38(3), 475-487.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information
technology. MIS quarterly, 3 19-340.
Gupta, N., Shah, P., Nayyar, S., and Misra, A. (2013) Childhood Obesity and the Metabolic Syndrome in
Developing Countries, Indian Journal of Pediatrics, 80(1), 28-37
Zhang P, Dong L, Chen H, et al. The rise and need for mobile apps for maternal and child health care in
China: survey based on app markets. JMIR Mhealth Uhealth 2018;6:e14
Zhao J, Freeman B, Li M. How do infant feeding apps in china measure up? a content quality assessment.
JMIR Mhealth Uhealth 2017;5:e186.
60
PLAGIRISM REPORT
Executive Summary
Introduction –
61
Company Overview
Industry Overview
Literature Review
62
Research Design
63
Data Analysis
Limitations
Recommendations
64
Learning Outcomes
Contribution to the organization
Conclusion
65
66

Suraj BlckBOOk

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Suraj BlckBOOk

Uploaded by

Copyright:

Available Formats

TITLE

Summer Internship Project

Thakur Institute of Management Studies and Research

Under the Guidance of

To whomsoever it may concern

His work and output has been found to be satisfactory:

Dr. Yesha Mehta Dr. Pankaj Natu

Dr. Sushil Kumar Pare.

Student Signature: _____________

A self-contained software programme that comes in a variety of sizes and functionalities is

Table 1. App features and its interpretation

App Features Definition Interpretation

by Mr. Birma Ram in Mumbai.

The Company provides an App “ BabyG” which is currently available on playstore

HOW DOES BABYG COVER ALL PARENTING NEEDS?

WHY SHOULD PARENTS USE BABYG?

DEVELOPMENT ACTIVITIES: Unlimited access to scientifically developed development activities

BABY CARE INDUSTRY

EMERGING CONSUMER TRENDS

ORGANIC IS THE NEW BLACK

FACTORS RESPONSIBLE FOR MARKET ADVANCEMENT

• Increased awareness regarding child hygiene

• Rising Urbanization & Lifestyle Transition

• Heightened consumer purchasing power

MAJOR PLAYERS IN THE INDIAN INDUSTRY

6. Some other Baby care vendors are

PARENTING APPS MARKET OVERVIEW

Consumer buying behaviour

2. (Aaker, D. J. &Joachimsthaler, E ,2000): Examining the influence of brand names Consumers

 To study the parent‟s perception towards an parenting app

 To study the awareness of parents towards child‟s development in early years.

 Independent variables- Age of the child

 Dependent variables – perception towards an app

1. AGE Group Of Child - 60 Responses

Age Group of Child

Age Goup of Child Percentage of Respondents

0-1 year 22% respondents

Do you have a smart phone

Do you feel the need to use an parenting app

Do you use any kind of parenting app to

Which Parenting app do you know

Different Parenting Apps Percentage of respondents

Do you think in nuclear families, parenting

Do parenting apps help you understand the

Parenting Apps are absolutely important in early stage of the child

Scale Number of respondents

Parenting apps are more cost effective than consulting an paediatrician

Scale Number of respondents

Parenting apps are more handy to use

Scale Number of respondents

Scale Number of respondents

Scale Number of respondents

Scale Number of respondents

Scale Number of respondents

Scale Number of respondents

Scale Number of respondents

Scale Number of respondents

significance, the result was found to be P-value 0.808 > 0.05.

Therefore, the null hypothesis is accepted.

 To make different type of strategies

 Knowledge about tactics used by companies to advertise the products

 Coordinating with different types of consumers

 Created different strategies to advertise the app