Consumer Preference on Infants Milk

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INTRODUCTION

There is no question about breast milk being the best start a baby can have in life. It is firmly believes that breastfeeding is the best way to feed a baby and is strongly committed to its protection and promotion. Starting at about 6 months of age, the period of weaning is critical for the future development and growth of infants. The introduction of appropriate and nutritious complementary food from this age is extremely important. Infant formula milk is a manufactured food designed and marketed for feeding to babies and infants less than 12 months of age, usually prepared for bottle-feeding or cup-feeding from powder (mixed with water) as a substitute to breast feeding. Companies that manufacture infant formula used different strategies in order to market their product one of them is product positioning. Product positioning is an important part of a product marketing strategy. It helps buyers and users understand where a product ‘fits’ in terms what it offers, and how it compares with competing products. Product positioning is an important element of a marketing plan. Product positioning is the process marketers use to determine how to best communicate their products' attributes to their target customers based on customer needs, competitive pressures, available communication channels and carefully crafted key messages. Effective product positioning ensures that marketing messages resonate with target consumers and compel them to take action. Product positioning and consumer buying behavior must be studied in order to prove the perception of consumer in purchasing infant formula.

Statement of the Problem
This study aimed to determine the Product Positioning of Infants’ Formula Milk in selected Drugstores in Bacoor City. 1.What are the socio- economic characteristics of the consumers who are purchasing infants’ formula? 2.What are brands of infants’ formula consumer buys?

3.Which drugstore consumer purchased the infants’ formula...
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