Types of marketing experienced | N (%) |
---|---|
Mothers’ experiences of others’ advice or marketing of baby food (n = 330) | |
 Advice about formula from others | 74 (22.5) |
 Advice about commercially-prepared complementary food from others | 68 (20.6) |
 Marketing from health facilities | 74 (22.7) |
 Marketing from electronic media | 267 (82.6) |
 Companies’ social groups and events | 39 (30.5) |
 Free baby food sample | 86 (26.1) |
 Free coupons relating to baby food products or companies | 24 (7.3) |
 Free gifts relating to baby food products or companies | 39 (11.9) |
Opinion of mothers on others’ advice or marketing of baby food | |
 Advice about formula from others (n = 74) | |
  Extremely unfavourable | 0 (0.00) |
  Quite unfavourable | 1 (1.3) |
  Slightly unfavourable | 4 (5.4) |
  Neither | 30 (40.5) |
  Slightly favourable | 11 (14.9) |
  Quite favourable | 15 (20.3) |
  Extremely favourable | 13 (17.6) |
 Advice about commercially-prepared complementary food from others (n = 68) | |
  Extremely unfavourable | 4 (5.9) |
  Quite unfavourable | 4 (5.9) |
  Slightly unfavourable | 2 (2.9) |
  Neither | 27 (39.7) |
  Slightly favourable | 11 (16.2) |
  Quite favourable | 14 (20.6) |
  Extremely favourable | 6 (8.8) |
 Marketing from health facilities (n = 74) | |
  Extremely unfavourable | 0 (0.00) |
  Quite unfavourable | 1 (1.3) |
  Slightly unfavourable | 0 (0.00) |
  Neither | 29 (39.2) |
  Slightly favourable | 17 (23.0) |
  Quite favourable | 12 (16.2) |
  Extremely favourable | 15 (20.3) |
 Marketing from the media (n = 267) | |
  Extremely unfavourable | 1 (0.4) |
  Quite unfavourable | 2 (0.7) |
  Slightly unfavourable | 4 (1.5) |
  Neither | 137 (51.3) |
  Slightly favourable | 39 (14.6) |
  Quite favourable | 57 (21.4) |
  Extremely favourable | 27 (10.1) |
 Being a member of online or in-person mothers’ group sponsored by baby food companies (n = 37) | |
  Extremely unfavourable | 0 (0.00) |
  Quite unfavourable | 0 (0.00) |
  Slightly unfavourable | 1 (2.7) |
  Neither | 10 (27.1) |
  Slightly favourable | 7 (18.9) |
  Quite favourable | 12 (32.4) |
  Extremely favourable | 7 (18.9) |
 Marketing from online or in-person mothers’ group (n = 29) | |
  Extremely unfavourable | 0 (0.00) |
  Quite unfavourable | 0 (0.00) |
  Slightly unfavourable | 0 (0.00) |
  Neither | 11 (37.9) |
  Slightly favourable | 4 (13.8) |
  Quite favourable | 8 (27.6) |
  Extremely favourable | 6 (20.7) |
 Participation in events or activities hosted for mothers sponsored by baby food companies (n = 14) | |
  Extremely unfavourable | 0 (0.00) |
  Quite unfavourable | 0 (0.00) |
  Slightly unfavourable | 1 (7.2) |
  Neither | 3 (21.4) |
  Slightly favourable | 1 (7.2) |
  Quite favourable | 3 (21.4) |
  Extremely favourable | 6 (42.8) |
 Marketing from events or activities hosted for mothers (n = 13) | |
  Extremely unfavourable | 0 (0.00) |
  Quite unfavourable | 0 (0.00) |
  Slightly unfavourable | 0 (0.00) |
  Neither | 6 (46.1) |
  Slightly favourable | 1 (7.7) |
  Quite favourable | 2 (15.4) |
  Extremely favourable | 4 (30.8) |
 Free baby food sample (n = 86) | |
  Extremely unfavourable | 2 (2.3) |
  Quite unfavourable | 0 (0.00) |
  Slightly unfavourable | 1 (1.2) |
  Neither | 30 (34.9) |
  Slightly favourable | 12 (14) |
  Quite favourable | 23 (26.7) |
  Extremely favourable | 18 (20.9) |
 Free coupons relating to baby food products or companies (n = 24) | |
  Extremely unfavourable | 1 (4.1) |
  Quite unfavourable | 0 (0.00) |
  Slightly unfavourable | 0 (0.00) |
  Neither | 10 (41.7) |
  Slightly favourable | 4 (16.7) |
  Quite favourable | 4 (16.7) |
  Extremely favourable | 5 (20.8) |
 Free gifts relating to baby food products or companies (n = 39) | |
  Extremely unfavourable | 1 (2.6) |
  Quite unfavourable | 0 (0.00) |
  Slightly unfavourable | 0 (0.00) |
  Neither | 8 (20.5) |
  Slightly favourable | 5 (12.8) |
  Quite favourable | 18 (46.2) |
  Extremely favourable | 7 (17.9) |