title: Factors affecting the demarketing of breastmilk substitutes in Palestine.
abstract: BACKGROUND
  Although medical research has proven that breastfeeding is unparalleled in providing the ideal nutrition for infants, "the demarketing of breastmilk substitutes" is a little-known concept. This empirical study tackled the origin and definition of demarketing, examined the different factors affecting the demarketing of breastmilk substitutes in Palestine from the breastfeeding woman's point of view, and developed an appropriate model for the demarketing of breastmilk substitutes. The article subsequently concludes with recommendations for areas of further academic research in the World Health Assembly, for policy makers in Palestine, and for the breastfeeding women themselves.
  
  
  METHODS
  An empirical study was conducted to collect the primary data using a questionnaire as a tool in order to test the hypotheses. The questionnaire was distributed to 400 breastfeeding women who were randomly selected from the population.
  
  
  RESULTS
  The findings proved that there is a relationship between independent variables (i.e., product, price, place, and promotion) and the dependent variable (i.e., demarketing of breastmilk substitutes) based on several reasons discussed thoroughly in this article.
  
  
  CONCLUSIONS
  Product, price, place, and promotion affect the demarketing of breastmilk substitutes in Palestine.
authors.affiliation: University College of Applied Sciences , Gaza, Palestine. mrdd_salem@hotmail.com
authors.forename: Mohammad Zedan Yehia
authors.initials: MZ
authors.lastname: Salem
mesh_terms: D000328:Adult; D001903:Bottle Feeding / Q000009:adverse effects*; D001942:Breast Feeding / Q000523:psychology / Q000639:trends; D044083:Cronobacter sakazakii / Q000472:pathogenicity; D003657:Decision Making; D004866:Equipment Contamination / Q000706:statistics & numerical data*; D019317:Evidence-Based Medicine; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion; D006801:Humans; D007227:Infant Nutritional Physiological Phenomena; D007231:Infant, Newborn; D040541:Marketing; D008875:Middle Aged; D008877:Middle East / Q000453:epidemiology; D009035:Mothers / Q000523:psychology / Q000706:statistics & numerical data; D018673:Nutrition Policy; D011247:Pregnancy; D019779:Salmonella enterica / Q000472:pathogenicity; D013242:Sterilization / Q000592:standards*; D011795:Surveys and Questionnaires