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Evaluation of Health Professionals’ Approaches in Strategic Marketing of Functional Foods

Table 4: Healthcare Professionals’ Functional Product Usage Odds Rates

Varibles Vit.- Min. Added Bread Probiotic Added Yogurt Margarine Helping to Reduce Cholesterol Relax, 7 Herb Tea Vit.-Min. Added Breakfast Cereal Selenium/ Omega-3 Added Egg Any Functional Food
Personal reward for using FF (agree/totally agree) 1,173 1,002 1,414 2,828b 1,629 1,902 1,692
Interest in FF (agree/totally agree) 1,256 1,575 2,377 1,805 1,879 2,561 1,559
Confidence in FF (agree/totally agree) 1,241 1,212 3,097c 0,794 1,390 0,693 0,971
General interest in health 2,238 4,048c 497798119,951 1,297 0,384 0,217c 1,197
Interest in diet products 0,750 0,909 0,864 0,296b 0,521 0,400c 0,384b
Interest in natural products 0,782 1,915 0,900 3,588 1,418 1,223 1,019
Gender
Female 3,622b 0,955 1,794 2,746c 3,295b 3,177c 3,588a
Age
18- 29 1,600 4,049 236388257,496 1,298 1,366 0,389 1,163
30-39 2,582 6,065c 453387026,993 1,555 1,115 0,809 1,569
40-49 0,751 4,861c 218728440,719 3,736 1,873 2,426 2,815
Not having children 0,772 1,484 2,558 3,144b 0,777 0,967 1,241
Recommending product to patients 4,102c 3,440 8,075c 0,282 3,462c 1,095 19,093a
Not recommending product to patients 2,427 0,609 4,453 0,446 0,970 1,240 1,269
Finding it appropriate to recommend therapeutic products to patients 1,006 3,038 0,885 2,999 1,207 0,878 1,249
Not finding it appropriate to recommend therapeutic products to patients 1,741 1,467 0,893 2,844c 2,404c 1,800 2,667b
Willing to recommend the relevant product 10,539a 2,638c 2,125 2,898 0,611 1,488 -
Not willing to recommend the relevant product 1,148 0,806 0,566 0,424 0,373b 0,162a -
No info about the relevant product 0,211c 0,000 0,818 0,021a 0,301 0,037a -
Little info about the relevant product 0,681 0,038a 1,407 0,169b 0,281c 0,099a -
Moderate info about the relevant product 1,350 0,135c 8,049b 0,225 0,202b 0,191c -
Having info about the relevant product 0,792 0,254 2,248 0,713 0,815 0,324
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