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Article
Publication date: 12 February 2018

Marjan Bazhan, Naser Kalantari, Nastaran Keshavarz-Mohammadi, Hedayat Hosseini, Hassan Eini-Zinab and Hamid Alavi-Majd

During the past few decades, production and marketing of functional foods has increased in many countries including Iran. Considering the fact that consumers’ preferences…

Abstract

Purpose

During the past few decades, production and marketing of functional foods has increased in many countries including Iran. Considering the fact that consumers’ preferences play an important role in the success of marketing a product to increase consumption, this study aims to fill the knowledge gap in this regard in Iran.

Design/methodology/approach

The theory of social marketing served as the framework of this study. Qualitative data were collected via eight semi-structured focus group discussions, between May and September 2014. Participants were 65 women (44 housewives and 21 employed women), aged 23-68 years, selected by purposeful sampling technique, considering maximum diversity. All focus group discussions were audio recorded and transcribed verbatim. Analysis of the qualitative content of the data was conducted using MAXQDA® software.

Findings

The findings showed that there were quite diverse preferences among studied women in regards to different aspects of a product and its social marketing strategies. The preferences toward functional dairy products were categorized in four main groups: characteristics of products including sensory and non-sensory characteristics; price; place of the product supply; and promotion strategies of products categorized in three subgroups of informing and educating, advertising and recommending.

Originality/value

This study is the first study in this regard in Iran. Given the novelty of functional dairy products in the market, the diversity of preferences should be considered both in production of dairy foods and their promotion plans. This understanding can contribute to success of interventions to increase consumption of these products among consumers.

Details

Nutrition & Food Science, vol. 48 no. 1
Type: Research Article
ISSN: 0034-6659

Keywords

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Article
Publication date: 1 May 2009

Masoumeh Simbar, Farideh Ghafari, Shahnaz Tork Zahrani and Hamid Alavi Majd

Quality improvement of reproductive health care has been announced as one of five global strategies to accelerate progress toward reproductive health goals. The World…

Abstract

Purpose

Quality improvement of reproductive health care has been announced as one of five global strategies to accelerate progress toward reproductive health goals. The World Health Organization emphasises the evaluation of structure, procedure and outcome of health services to improve quality of care. This study aims to assess the quality of provided care in labour and delivery units in two selected Kordestan Medical Science University hospitals.

Design/methodology/approach

A descriptive study methodology was utilised to assess the quality of care provided to 96 women with normal pregnancies. Two checklists were used to observe procedures of care and structure together with a questionnaire utilised to assess satisfaction ratings of patients. Data were analysed by SPSS 11.5.

Findings

Midwifery care was provided in different stages of labour, with the following mean percentages of compatibility with desirable situation: first stage of labour (71.4 per cent), second stage of labour (63.03 per cent), third stage of labour (80.63 per cent) and first 2 hours after labour (70.50 per cent). The lowest scores were related to the domains of “emotional support”, “hand wash” and “assessment of vital signs”.

Originality/value

The paper develops instructions for care provision or promotion of partograph use for continuous monitoring and evaluation of quality of care by managers. Increasing midwifery personnel and providing facilities for accompanied people to improve quality of emotional care can lead to quality improvement, and finally the women's health and satisfaction.

Details

International Journal of Health Care Quality Assurance, vol. 22 no. 3
Type: Research Article
ISSN: 0952-6862

Keywords

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Article
Publication date: 1 August 2006

Masoumeh Simbar, Mahboobeh Ahmadi, Golnoosh Ahmadi and Hamid Reza Alavi Majd

Quality of family planning services is now considered as a global concern and importance. The purpose of the present study is to assess quality of family planning services…

Abstract

Purpose

Quality of family planning services is now considered as a global concern and importance. The purpose of the present study is to assess quality of family planning services in the urban health centers of Shahid Beheshti Medical Science University.

Design/methodology/approach

This was a descriptive study to assess structure, process and outcome of the family planning care services. A total of 15 health centers of Shahid Beheshti Medical Science University were randomized and the quality of provided care by 65 family planning care providers of these health centers were observed and assessed using checklists. A total of 75 family planning clients were interviewed to assess their knowledge about their selected family planning method all of whom completed the related forms of satisfaction with the services. The tools for data collection were two observational checklists, and two questionnaires with subsequent data analyzed using SPSS 11.5. In total 75 clients with an average age 24 (7±4) (mean±SD) participated in the study. The provision of family planning services by 65 providers was assessed by observation at three intervals. Of the providers, 60 (92.3 per cent) were midwives.

Findings

Mean satisfaction score of clients was 83.3±9.05 percent meaning clients were highly satisfied with the services. Mean knowledge score of clients about their family planning method of use was 59.1±18 percent, which shows their moderate knowledge about their method of use.

Originality/value

A more advanced tool to assess quality of care of family planning services with more focus on special care for the contraceptives was developed. Quality of care in family planning services of Shahid Beheshti Medical Science University health centers showed adequate facilities and equipment and to have trained personnel however their client's knowledge about the selected method was moderate. Therefore, interventional programs are needed to improve counseling and the educational process of clients, which should be considered in future research and planning of the programs.

Details

International Journal of Health Care Quality Assurance, vol. 19 no. 5
Type: Research Article
ISSN: 0952-6862

Keywords

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