A COMPARATIVE ANALYSIS OF CONSUMER PREFERENCES FOR ABBOTT’S PEDIASURE AND HOMEMADE NUTRITIONAL SUPPLEMENTS IN HYDERABAD’S NUCLEAR AND JOINT FAMILIES

Management

This comprehensive research paper investigates the factors that influence parental decision-making in selecting nutritional supplements for children, with a specific focus on comparing Abbott’s PediaSure and homemade alternatives in the urban context of Hyderabad, India. The study surveyed 125 respondents across varied socio-economic and family structures, capturing both qualitative and quantitative insights. A mixed-methods approach was adopted, integrating statistical analysis tools such as ANOVA, T-tests, and regression modeling, along with thematic interpretation of behavioral patterns derived from family-based healthcare practices. Key variables explored include elders’ advice, doctor recommendations, branding and packaging, cultural traditions, cost, convenience, & scientific validation. These were examined as predictors of consumer preference. The results reveal a statistically significant association between family structure and supplement selection, where nuclear families showed a higher inclination toward branded products like PediaSure, while joint families favored traditional homemade supplements, guided largely by elder influence and established family norms. The findings also indicate that branding, scientific claims, and perceived convenience are more persuasive in nuclear households, whereas joint families rely more on intergenerational advice and shared healthcare experiences. These behavioral trends offer valuable insights for healthcare providers, nutrition companies, and policymakers, particularly in tailoring health marketing strategies and nutritional education campaigns to suit family structures, lifestyle needs, and economic contexts. This research contributes to the growing body of literature on healthcare consumer behavior in India and lays the groundwork for more targeted nutritional interventions, evidence-based marketing approaches, & culturally aware public health initiatives in pediatric health and wellness. Further studies can build upon this model to explore rural dynamics, long-term health outcomes, and the role of digital influence in parental decisions.

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