Parental Perception and Attitudes on Infant Feeding Practices and Baby Milk Formula in East Malaysia

8 Pages Posted: 11 Dec 2007

See all articles by Chye Fook Yee

Chye Fook Yee

affiliation not provided to SSRN

Rebecca Chin

affiliation not provided to SSRN

Abstract

A survey on infant feeding and weaning practices of 505 respondents who had children currently aged between 0 and 6years old was carried out in Kota Kinabalu, Sabah. The decisive factors, which influence parents purchase decision of infant and follow-up formula were also determined. Initiation of breastfeeding was practised by 86.3% of respondents, but only 8.3% of 436 respondents exclusively breastfed for 6months and beyond. An association was established where parents with a higher educational level (Ç=70.191, d.f.=28, P<0.001) and household income (Ç=74.863, d.f.=28, P<0.001) were found to have a higher tendency in initiating formula feeding earlier. Parents who practised partial breastfeeding (OR=2.0) and had a shorter duration of breastfeeding (OR=2.4), respectively, were at least two times more likely to initiate early formula feeding. Parents who were highly educated (Ç=99.107, d.f.=9, P<0.001) and had a higher income (Ç=96.501, d.f.=12, P<0.001) also tended to wean their babies earlier. Parents became acquainted to infant and follow-up formulas mainly through advertisement and promotion (32.9%). Quality and brand were the two most influential factors in determining parents purchase decision on infant and follow-up formulas. Most respondents within the same income range were also found to purchase the same brands of baby formulas. Although breastfeeding is widely practised, its prolongation is still hindered by many social constraints such as lack of facilities and support in the workplace to encourage mothers to breastfeed and therefore most parents resolved to early formula feeding for their convenience.

Suggested Citation

Yee, Chye Fook and Chin, Rebecca, Parental Perception and Attitudes on Infant Feeding Practices and Baby Milk Formula in East Malaysia. International Journal of Consumer Studies, Vol. 31, No. 4, pp. 363-370, July 2007. Available at SSRN: https://ssrn.com/abstract=1061924 or http://dx.doi.org/10.1111/j.1470-6431.2006.00564.x

Chye Fook Yee (Contact Author)

affiliation not provided to SSRN

No Address Available

Rebecca Chin

affiliation not provided to SSRN

No Address Available

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