NG YOKE TYNG

ABSTRACT

This research attempts to examine women’s attitude on the issues by incorporating the tricomponent model as the research framework. The tricomponent model consist of cognitive, affective and conative component. This research aims to study women’s behaviour in each metal stage.

To study women’s attitudes towards breast-feeding, the objective are:

- To determine women’s level of knowledge towards breast-feeding.

- To examine the perceptions and attitudes that working women and housewives.

- To study the level of acceptance towards breast-feeding and bottle feeding.

- To identify factors causing women to switch from breast-feeding to bottle feeding

Methods adopted in conducting the research include personal interview with health professionals in the relevant industry; questionnaire distribution to antenatal women and women with children below 2 years old in Klang Valley; focus group interviews; and observation. Further analysis suggests that working women are more likely to implement bottle feeding due to their pay work constraints. Their favorable beliefs and opinions about breast-feeding are challenged in the effective stage, where feelings and attitudes come into the place. The results indicate that women develop unfavorable feelings and attitudes when they face problems such as inconvenience and insufficient milk supply. Recommendations are made base on the conclusions drawn. To effectively promote breast-feeding, government and private sector must work hand-in-hand. Government could improve the facilities of public nursing rooms and implement pertinent education at antenatal level as well as secondary school level. Private sector could promote breast-feeding by offering time-off to postnatal women and providing baby care room service in companies. Private clinics and hospitals could do their part by encouraging breast-feeding, instead of displaying artificial milk commercials. In addition, supports from father and groups are also essential in facilitating the move of promoting breast-feeding.

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Bachelor of Arts (Hons) In Marketing

August 1999

Number 12