Perception, preferences of parents living in Lebanon and the factors that affect the baby food purchasing behavior

Abstract

Purpose: The aim of this study was to present and evaluate the perception, preferences of parents. Living in Lebanon and the factors that affect the baby food purchasing behavior. Design/methodology/approach: A cross sectional study was conducted among 86 expecting moms and parents of babies between 0 and 3 years old living in Lebanon, between April and June. The results were statistically analyzed using SPSS v.22 with a statistically significant p value < 0.05. Findings: As a result of the conducted research, the most important conditions, shopping habits, attitudes, and preferences of parents towards ready-made baby products available in Lebanese Market were revealed. Among the participants, 72% are willing to try new Lebanese baby food made locally. Among parents ,72.1% are doing baby food at home. Parents in Lebanese prefer ready eat puree over frozen and dried. Around half of the parents buy organic baby food from time to tome however 47% are willing to purchase organic baby food. For the packaging, 51.2% prefer jars over pouches and plastic containers. Practical Implications: The results of the study could be useful for marketing strategy for manufacturers, suppliers and distributors of food for babies in Lebanon. It could be also useful for food scientist, nutritionist, and parents of parents living in Lebanon as it provided insight regarding strategy to take for the development of new food products. Originality/Value: This is the first study conducted in Lebanon and the Middle East and North Africa region especially in a crisis and post COVID-19.