How Non Consumers Differ from Consumers: A Qualitative Approach to Synthesize the Attributes of Iron Folic Acid End Users

Researchers sought to understand the end-user perspective of iron folic acid (IFA) supplementation and, more specifically, the factors that contribute to low levels of IFA consumption. Qualitative interviews, conducted in Madhya Pradesh, India, yielded five main themes associated with discontinuation of IFA use: ignorance, meaninglessness, misconceptions, difficult intake, and discontentment with the system. For an IFA program to be successful, the authors feel activities must be designed to lead to informed choice among the target groups to consume IFA.