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Jurnal Ilmiah Manajemen SURYA PASCA SCIENTIAJurnal Ilmiah Manajemen SURYA PASCA SCIENTIA

The baby product market has experienced significant growth in recent years, creating opportunities for small and medium enterprises (SMEs) to develop innovative and competitive products. However, this requires increasing businesses to better understand consumer preferences and market dynamics in order to design products that meet customer needs. This study aims to analyze consumer preferences and identify market opportunities to support the product development strategy of baby shoes for the Vinsky Baby business. The research employed a market research approach using a descriptive qualitative design, combining survey data and focus group discussions (FGD) to obtain insights into consumer perceptions, product expectations, and purchasing considerations. The findings indicate that consumer purchasing decisions for baby shoes are strongly influenced by comfort, safety, practicality, and design simplicity. Parents tend to prefer baby shoes made from soft and breathable materials that support baby foot development and provide comfort during daily activities. In addition, minimalist designs and neutral colors are considered attractive because they are versatile and suitable for various baby clothing styles. Practical product features, such as Velcro fastening systems, are also preferred due to their convenience for parents. The results further suggest that businesses must strengthen product differentiation and improve competitiveness in the baby footwear market. Overall, the study demonstrates that market research plays an important role in generating consumer insights that guide product attribute selection and product development strategies. These insights can support SMEs in designing products that better align with consumer needs and market trends, thereby enhancing their ability to compete in the growing baby product industry.

This study concludes that the baby footwear market presents promising opportunities, but is highly competitive.Consumer purchasing decisions are significantly influenced by comfort, safety, and practicality, with parents preferring soft, breathable materials, minimalist designs, and neutral colors.Therefore, aligning product attributes with these consumer preferences is crucial for businesses like Vinsky Baby to enhance competitiveness and succeed in the growing baby product industry.

Future research should explore the potential of incorporating sustainable materials into baby shoe production, addressing the growing consumer demand for eco-friendly products. Furthermore, investigating the effectiveness of personalized marketing strategies, leveraging data analytics to tailor product recommendations and promotions to individual consumer preferences, could significantly enhance customer engagement and sales. Finally, a comparative study analyzing the impact of different distribution channels – including online marketplaces, social media commerce, and traditional retail – on consumer reach and brand awareness would provide valuable insights for optimizing Vinsky Babys market penetration strategy. These research directions, building upon the current studys findings, will contribute to a deeper understanding of the baby footwear market and empower SMEs to develop innovative and customer-centric products that thrive in a dynamic competitive landscape. The combined insights will allow for a more nuanced understanding of consumer behavior and enable businesses to create targeted marketing campaigns, ultimately fostering stronger brand loyalty and driving sustainable growth within the industry. This holistic approach to research and development will be essential for navigating the evolving demands of the modern consumer and securing a competitive edge in the long term.

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