Table 5 Reported reasons for participants’ choice of CMF brand among women who had ever formula fed or planned to formula feed
From: Women’s exposure to commercial milk formula marketing: a WHO multi-country market research study
Women who had previously formula fed or were planning to do so | Bangladesh N=655 | Mexico N=667 | Morocco N=604 | Nigeria N=600 | South Africa N=884 | United Kingdom N=602 | Viet Nam N=674 |
|---|---|---|---|---|---|---|---|
I was given this brand in hospital/health clinic | 136 (20.8) | 241 (36.1) | 144 (23.8) | 24 (4.0) | 60 (6.8) | 135 (22.3) | 30 (4.5) |
It was recommended to me by a health professional | 282 (43.1) | 355 (53.2) | 72 (11.9) | 155 (25.8) | 109 (12.3) | 111 (18.4) | 81 (12.0) |
I was given a free sample outside of the hospital /health clinic | 19 (2.9) | 58 (8.7) | 72 (11.9) | 12 (2.0) | 44 (5.0) | 10 (1.7) | 29 (4.3) |
I received a promotion | 4 (0.6) | 18 (2.7) | 14 (2.3) | 3 (0.5) | 20 (2.3) | 12 (2.0) | 19 (2.8) |
It was the one I could afford | 109 (16.6) | 46 (6.9) | 45 (7.5) | 55 (9.2) | 117 (13.2) | 109 (18.1) | 176 (26.1) |
My friends and/or family use this brand | 210 (32.1) | 165 (24.7) | 179 (29.6) | 284 (47.3) | 341 (38.6) | 289 (48.0) | 280 (41.5) |
I used this brand before | 76 (11.6) | 77 (11.5) | 81 (13.4) | 110 (18.3) | 137 (15.5) | 151 (25.1) | 148 (22.0) |
I saw an advert for it e.g. in a magazine or on the television | 61 (9.3) | 19 (2.8) | 55 (9.1) | 27 (4.5) | 35 (4.0) | 103 (17.1) | 148 (22.0) |
It was discussed on social media | 10 (1.5) | 1 (0.1) | 60 (9.9) | 18 (3.0) | 32 (3.6) | 74 (12.3) | 113 (16.8) |
It was the only one available | No variable | 10 (1.5) | No variable | No variable | 39 (4.4) | 10 (1.7) | 48 (7.1) |
It is most suitable for the baby’s condition | 232 (35.4) | 77 (11.5) | 114 (18.9) | 75 (12.5) | 94 (10.6) | 94 (16.1) | 333 (49.4) |
It was prescribed for my baby | No variable | No variable | No variable | No variable | No variable | 25 (4.2) | No variable |
I haven’t decided which formula to use | 37 (5.6) | 5 (0.7) | 58 (9.6) | 5 (0.8) | 54 (6.1) | No variable | 22 (3.3) |
Mothers perceptions that this was the best brand 1 | 74 (11.3) | 191 (28.6) | 118 (19.5) | 100 (16.7) | 568 (64.3) | 131 (21.8) | 557 (82.6) |
Mothers perception that this was closest to breastmilk 2 | 100 (15.3) | 103 (15.4) | 140 (23.2) | 128 (21.3) | 399 (45.1) | 120 (19.9) | 346 (51.3) |
Other | 8 (1.2) | 0 | 2 (0.3) | 12 (2.0) | 27 (3.1) | 52 (8.6) | 0 |