Abstract
The preference of formula milk to be used for reinforcement in case of inadequate breast feeding is on the agenda of many families in the world and in our country. The subject of this study is to demonstrate the preference of mothers in the formula milk and the factors that pediatricians consider when recommending formula milk to mothers and how the brand personalities of market leaders are perceived by pediatricians and mothers. Two separate focus group studies were conducted with mothers and pediatricians residing in Istanbul, followed by a survey which was applied to 175 mothers and 125 doctors. As a result of the study, it has been found that formula milk brands are preferred by mothers and pediatricians for different reasons and market leader brands have serious differences in terms of perceived brand personality.
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