ren starting from infants and lead up to toddlers. For young children of different stages had different weights and mobilities, the diapers were designed with better straps and better fitting side elastics. Jones Inc. made this change to their diapers because they believed that wider range of diaper sizes that were able to reach different age groups of infants, and the design that comfortably accommodated both genders were of the attributes that customers sought, thus such a change could attract more parents to buy their products no matter which age group their infants were in, no matter the genders of the infants, and package sizes that were suitable for the households thus this could develop consumers’ preference, expand the company’s market, increase sales volume and recover the loss of share of diaper sales in the stores they served that they suffered before due to the price war. . Their effort in boosting sales by changing the packaging and design was proven to be effective as the sales volume had increased steadily from August 1995 through to 1997.This shows that the market accepted the changes they made and liked the changes. And this also means that the range of sizes of diapers, their physical design that suits both genders, and the package size are three of the customer choice criterion. These are the factors that make customers favour one product over another.In the meantime, Ms. Shawn, the general manager of Jones Inc. implemented the pull-up trainer diapers in the market by 1996 with aggressive marketing strategy. The pull-ups were specially designed for toddlers who were to be trained to get over diapers. Before this new product was developed and released to the market, it was essential for them to get information on whether a new product should be developed, what the alternative diapers they could offer to publics, what attributes people want in the new diapers, and then finally, after they got a...
