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Table 2 Mothers’ experiences of baby food advice and marketing, by type of exposure

From: Effect of baby food marketing exposure on infant and young child feeding regimes in Bangkok, Thailand

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)