1. Disposal
1.1. Re-sell
1.2. Give away
1.3. Throw away
1.4. Trade in for discount
2. Usage
2.1. In the car
2.1.1. Every day
2.1.2. Less frequently
2.2. In a stroller
2.3. For carrying
2.3.1. Babies only
2.4. For swinging
3. Purchase
3.1. Second-hand (online)
3.2. Second-hand (family / friends)
3.3. New - large retailer (Babies R US)
3.4. New - Gift
4. Retail outlets
4.1. Offers
4.1.1. Loyalty card
4.1.2. Trade-in programs
4.1.3. Charitable donations
5. Emotional attachment
6. Competitive Set
6.1. 1st layer: Child car seat, baby carrier
6.2. 2nd layer: High chair, child bike seat
6.3. 3rd layer: Play pen, child "leash", babysitter
6.4. Benefit: Keeping child safe / restraining child
7. Motivation
7.1. Security (Protection / legal provisions)
7.2. Esteem ("I am a good parent.")
7.3. Self-actualization ("This design is very modern. It's limited edition.")
7.4. Involvement is rather high (Product pertains to someone they love and have to protect)
7.5. Limbic map: Balance - Family, safety, bonding
8. Attitudes & Decision-making
8.1. Attitude
8.1.1. High effort central-route processing
8.1.2. Cognitions: Information regarding safety, functionality, durability, comfort
8.1.3. Affect: Emotions encompassing the child's well-being; feeling protective over the family
8.1.4. Strategies
8.1.4.1. Changing beliefs: Rather hard, as central features are not a preference, but linked to child's safety
8.1.4.2. Changing evaluations of brand: Feasible possibility
8.1.4.3. Add attribute: could also work, e.g. design could be emphasized more, as it hasn't been mentioned as much by interviewees
8.2. Decision-making
8.2.1. External search process: Research regarding source would be interesting (e.g. Consumer tests, recommendations from friends / family -> word of mouth, sales assistants, product websites, review sites online
8.2.2. Internal search process: which brands am I familiar with, and how do I feel about them?
8.2.2.1. Depends on whether parents have been around small children before (multiple children, relatives or friends with kids)
8.2.2.2. Motivation to search: very high, as child's well-being is at stake; perceived risk of child being hurt; larger investment
8.2.3. Biases: confirmation bias ("I am a good mother who cares about attributes X, Y")
8.2.4. Selection of specific product likely through elimination-by-aspects method, as many different factors are being considered and evaluated carefully
8.2.5. Search process probably limited to pre-purchase search - as there is barely any need to be informed about child car seats without having / planning to have children.
8.2.6. Search process will usually be deliberate, with some accidental elements (new information about product features are discovered in store)
9. Learning & Memory
9.1. Instrumental conditioning could be successful through the use of coupons or loyal, as this was also relevant in the purchase decision of one of the respondents
9.2. Inferences
9.2.1. Country-of-Origin: Car seats manufactured in China might seem less safe than those produced in Germany
9.2.2. Price: higher price means higher quality
9.3. Recall & Recognition
9.3.1. Recall is more relevant here as the consumer has to go out and find a store that will carry a specific brand, not all options are readily available to be merely recognized. (High involvement)
9.4. Primary / Secondary demand
9.4.1. Boosting primary demand: explaining how car seats can also be used outside of the car / why it is safer to have them for older children (e.g. up to 12 years) as well
9.4.2. Boosting secondary demand: differentiating the product from the competition on certain relevant attributes (points of parity / differentation, frame of reference)
9.5. Post-purchase behavior
9.5.1. Effect on recommendations / word-of-mouth, which can be very important within the community of new parents
9.5.2. Effect on future purchases: brand extensions, new products when the old one is outgrown / outdated
9.6. Perceived risks
9.6.1. Monetary risk: product is not worth the price; doesn't live up to expectations
9.6.2. Physical risk: product malfunctions, child could be severely injured or even die (very important for this product category)
10. Preferred attributes
10.1. 1. Safety
10.2. 2. Quality, comfort, functionality
10.3. 3. Price
10.4. (4. Design, brand, availability)
11. Pre-purchase
11.1. Price comparisons (online / instore)
11.2. Membership / loyalty cards
11.2.1. Reiseziele
11.3. Product comparison based on attributes
12. Demographics
12.1. (Grand)Parents of young children
12.2. Usually owning a car
13. Attention & Perception
13.1. Exposure: Seeing others with seats; ads; in-store
13.2. Increase exposure: Baby seats used in hospital; or in classes tailored for parents (yoga);
13.3. Sensory stimuli
13.3.1. Touch: Most important
13.3.1.1. Durable material / heavier / harder --> safer?
13.3.1.2. Fabric quality: sensitive skin of children
13.3.1.3. Padding: Level of comfort
13.3.1.4. Ease of usage: Handle / straps / seatbelts
13.3.1.5. Installation in the car
13.3.2. Visual
13.3.2.1. Neutral colors to avoid disturbing child
13.3.2.2. Colorful elements (flowers -> happy child) -> "effect of colors"
13.3.2.3. Shape is pretty standardized for age groups
13.3.3. Sound
13.3.3.1. Voice in ads (caring, female?)
13.3.3.2. Brand name (short, "happy") -> Chicco, Graco, Maxi Cosi
13.4. Stimulus should focus on personal relevance: "I want my baby to be safe and comfortable" (Story telling)
14. Culture
14.1. Usage / predominance of cars:
14.1.1. If cars are not a normal / necessary product in a certain culture, but rather a luxury, then car seats automatically also become more of a premium product
14.1.2. US: the car is virtually the only mode of transportation, as public transport is barely available. Therefore, a car is a necessity, and parents will have to own a car seat if they want to make the smallest trip with their children. Having a car (seat) symbolizes freedom and independence
14.1.3. Europe: cars are widely used, but not a an absolute necessity. Car seat ownership becomes optional. Alternative uses (in strollers, for swinging) etc. are more important.
14.1.4. Developing countries: Bikes are predominantly used, cars are a luxury. The need for a car seat is dramatically smaller. Additionally, the perceived safety of not using a car seat is also very different. (China)
14.2. Uncertainty avoidance
14.2.1. could be an indication of the cultures' attitude towards needing a car seat. Cultures with a higher uncertainty avoidance, i.e. lower willingness to take risks, should be more willing to invest into safety precautions to keep their children from the risk of being injured
14.3. Legal regulations
14.3.1. will vary largely, and therefore producers operating on a global scale will have to adapt their products to these local standards. Cultures which value safety should be more likely to implement stricter safety regulations for the types of seats and age restrictions.
14.4. Social & cultural norms
14.4.1. can influence the disposal of the product. In cultures where recycling is highly socially desirable, users should be less likely to throw it away.
14.4.2. Social aspects of a society will also influence decision-making through the information search process. Family, friends and independent testing agencies might be seen as more reliable than manufacturers themselves. (Non-marketer dominated sources)