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Abstract:
Despite the well-known beneficial effects of breastfeeding on children’s health, there are always threatening alternatives over this desired mothers’ conduct. Due to that reason this paper set out the objective of promoting this behaviour from the understanding the target audience and their motives towards breastfeeding in comparison to the barriers and competing inhibitors.
The study was carried out using data gathered from the maternal hospital at Las Palmas de Gran Canaria (Spain) and is based upon qualitative focus groups. Once the data analysis was completed, specific actions were suggested in order to reinforce the behaviour of breastfeeding mothers in opposition to that of users of bottled milk and reluctant audience.
Keywords: breastfeeding; targeting; promotion; barriers; motives
Grupo de Investigación en Marketing e Investigación Operativa
Research Group on Marketing and Operative Research
