Customer Satisfaction with HiPP Baby Food

Food companies are increasingly aware of the importance of customer loyalty and satisfaction, as this has a significant impact on successful business operations. In order to achieve strategic goals, a company must constantly identify the needs and wishes of customers, and must be more successful than its competitors in meeting those needs. The empirical part of the diploma thesis was carried out through a survey in which only parents with children aged 0 to 6 years participated. Based on the research findings, we can confirm that the purpose of the diploma thesis was achieved. The set objectives were also achieved, as it was established that customers are satisfied with HiPP baby food and that the brand means a great deal to them.

Problem

Food companies are increasingly aware of the importance of customer loyalty and satisfaction, as this has a significant impact on successful business operations. In order to achieve strategic goals, a company must constantly identify the needs and wishes of customers, and must be more successful than its competitors in meeting those needs. It must have a good understanding of customers' purchasing habits if it wishes to maintain its existence and brand recognition.

For more than 40 years, HiPP has been aware of the importance of customer satisfaction and loyalty, and therefore devotes considerable attention to factors related to customer satisfaction, loyalty and dissatisfaction. For a better understanding of the importance of this topic, the aim of the diploma thesis was to define the concept of a brand and the influence of a brand on the purchasing decision process. Satisfaction and loyalty were defined, and the significance of customer loyalty for a brand was established.

The objective of the diploma thesis was to determine whether parents are familiar with the HiPP baby brand, how satisfied they are with it, and what the brand means to them. We were interested in how they rate the quality of the products they purchase, and on the basis of which factor they decide to buy HiPP baby food. One of the fundamental and most important assertions of the diploma thesis is that customers are satisfied with the quality of HiPP brand products.

Solution and Method

The empirical part of the diploma thesis was carried out through a survey in which only parents with children aged 0 to 6 years participated. Thus, a primary research study was conducted through the survey, which took place in the field in september 2008. For the theoretical part of the diploma thesis, literature on brands, customer satisfaction and loyalty, as well as data about HiPP available on the internet, were used.

The market for food products, especially baby food, is saturated with similar products from different brands. Customers are thus surrounded by a wide variety of information and offers, which confuses us and makes purchasing decisions more difficult. Due to the high perception of risk and involvement in the purchase, they are inclined to establish long-term relationships with baby food manufacturers.

The brand, its recognition and trust in product quality are more important when purchasing baby food than price itself. For HiPP as a baby food manufacturer, the development of marketing strategies is important. These should build on brand recognition and awareness, as consumers will buy products from brands they trust.

Results

Based on the research findings, we can confirm that the purpose of the diploma thesis was achieved. The set objectives were also achieved, as it was established that customers are satisfied with HiPP baby food and that the brand means a great deal to them. It was found that parents most frequently purchase HiPP teas and juices, ready-made milk porridges, and fruit and vegetable porridges.

All HiPP products were rated as very high quality or high quality, which is why HiPP baby food is popular with parents. Quality is also one of the most important factors in purchasing the HiPP brand. Through the research part of the diploma thesis, all hypotheses were confirmed.

The research results show that the HiPP brand is a well-known brand, even though it does not appear frequently in the media. Most parents obtained information about baby food primarily from other reference groups or during shopping. Parents also recommend HiPP brand products to others.

The research also confirmed the hypothesis that customers are satisfied with the quality of HiPP brand products and that quality or product composition is the most important purchasing factor. A satisfied and loyal customer is what every company desires. Only those companies that create a quality brand image in the eyes of customers will be successful.

We also expect them to constantly inform us about new products on the market, develop new products and flavours, ensure quality, and care for children's health.