The thesis examines the decision-making process of mothers when purchasing food and dietary supplements. Studies from abroad indicate that various, primarily non-economic factors influence mothers' decisions on which food products to buy for their child, and the demand for such products is increasing. The literature also highlights the need for a deeper understanding of purchasing decisions and motivations through the different stages of the buying process. Since there are no studies in Slovenia that delve into the understanding of mothers' purchasing processes when choosing food products for their children, this thesis poses the following research question: How and on what basis do mothers decide to purchase baby food and dietary supplements after the birth of their first child, and what are the factors that motivate them to buy during each stage of the buying process, as well as what deters them from certain choices? The decision-making process is examined through the stages of the consumer decision journey. The research question is answered using a qualitative research method, specifically by conducting 8 in-depth interviews with mothers who are purchasing baby food and dietary supplements for the first time. The research shows that the interviewed mothers primarily prioritize non-economic factors, such as the quality and appeal of the product, when choosing food products for their children, and they are likely to repeat purchases if both they and their children are satisfied with the product. Additionally, the research reveals that the studied mothers purchase pre-prepared baby food as a supplement to basic, homemade food, with purchased baby food serving as an emergency option.
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