ABSTRACT
India has seen an unprecedented growth in healthcare and nutrition apps and this trend has transformed the way consumers have engaged with wellness services around India, particularly in maternal and child health. As a result, this study seeks to explore consumer perceptions of targeted marketing and product design in reference to a pregnancy and nutrition app called Momism. The intent was to examine admission and satisfaction factors based on demographic and app usability variables and perceived value of the product. Primary data were collected using structured questionnaires from 100 respondents, who were either expectant mothers or caretakers who manage maternal and child health issues. Quantitative analysis was performed to assess data based on descriptive statistics, ANOVA, and regression to measure the impact of design features and targeted marketing strategies on consumer engagement. The results showed that younger women are more likely to adopt healthcare and nutrition apps, especially those who reside in urban areas. Overall, they preferred more personalized content, reliability, and user-friendly designs. In addition, support systems, such as spouses and family, were also a significant influence. It was also clear that, overall, nutrition recommendations, tracking features, and interactive support characteristics were the most beneficial design features. Targeted marketing strategies that built trust with consumers protected their data and reduced the complexity of using the app were also found to be key in capturing and retaining users. The findings will provide strategic and practical information for developers and marketers in improving healthcare apps via developing design and marketing strategies to better match consumer expectations in the Indian context.
