Please use this identifier to cite or link to this item: http://hdl.handle.net/10553/75885
Title: Breastfeeding mothers: typologies and profiles
Authors: Díaz Meneses, Gonzalo 
UNESCO Clasification: 531105 Marketing (comercialización)
Keywords: Low-Income
Bottle-Feed
Intention
Health
Patterns
Initiation
Model
Information
Perceptions
Attitudes
Social Marketing
Breastfeeding
Emotion
Segmentation
Issue Date: 2010
Journal: Regulation And Best Practices In Public And Nonprofit Marketing
Conference: 9th International Congress of the International Association on Public and Nonprofit Marketing (IAPNM) 
Abstract: The author conducted an empirical study with the goal of demonstrating that there are different types of breastfeeding nursing mothers depending on their knowledge, attitudes and behaviours. In addition results showed that each type of mother fits a different emotional profile, moreover each type of mother fits a different socio-demographic profile. This research leads to recommendations that may improve breastfeeding campaigns, for instances, it has been shown that there are four different segments of mothers that should receive not only different emotional treatments but also different knowledge about health and breastfeeding.
URI: http://hdl.handle.net/10553/75885
Source: Regulation And Best Practices In Public And Nonprofit Marketing, p. 98-111, (2010)
Appears in Collections:Actas de congresos
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