Abstract:
Jaffna market is idiosyncratic, and furnish opportunities for marketers to sell their
products and services to the potential customers who have returned to their habitual life.
Knowing mothers' brand choice is essential for creating strategies for baby items in the
market. Using Grounded Theory approach, this study explores how marketing academics
and the marketers can gain fresh insights into mothers' behavior of baby diaper products in
the post-conflict marketing environment. By using this methodology, researcher analyzed 40
in-depth interviews with mothers in the post conflict marketing environment. This approach
allowed the development of new knowledge about the mothers' purchase behavior on diaper
brands. The researcher identified unique behavioral patterns in the consumer brand choice,
in a post-conflict marketing environment. The findings of the study show that mothers are
seeking for a better benefit, such as hygiene, absorbency, comfortable, user-friendly, green
ingredients, environmental friendly, price, softness and stretch, fashion and style, safe and
secure, size and weight, which are match with their living patterns cultural norms, as well as
the baby's care. Especially they more concern on brand benefits, which match the needs of the
society. This research has an implication to design a unique strategy to attract the mothers to
purchase particular brand in the country.
