Infant formula nutrition buying behavior in a pharmacy chain
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Abstract
The aim of this article is to characterize the infant formula nutrition buying behavior by mothers in a pharmacy chain in the city of Guayaquil. A descriptive investigation was carried out, based on the application of a survey to 384 mothers, which measures socio-economic, cultural, attitudinal and purchasing decision characteristics. Findings show that although breastfeeding is preferred by society, problems such as inability to breastfeed or to comply with breastfeeding schedules, obliges the acquisition of infant formulas. In consequence, pediatricians and mothers` relatives are the once the influence the most in the purchasing decision and brand selection, whereas the publicity has an irrelevant role.
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