Does the Food Advertisement on Television Have the Impact
on Children’s Food Purchasing Behavior?
A Study Based on Pakistan Food Advertisement
Muhammad Haroon (Corresponding author)
Faculty of Management Sciences, National University of Modern Languages Sector H-9, Islamabad, Pakistan
Tel: 92-333-529-9517 E-mail: firstname.lastname@example.org
Dr. Tahir Masood Qureshi
Associate Professor, Faculty of Management Studies
University of Central Punjab Lahore, Pakistan
Tel: 92-345-509-0550 E-mail: email@example.com
Faculty of Management Sciences, National University of Modern Languages, Islamabad, Pakistan Tel: 92-300-536-5378 E-mail: firstname.lastname@example.org
PhD Scholar, Faculty of Management Sciences
Mohammad Ali Jinnah University, Islamabad, Pakistan
Tel: 92-300-530-3077 E-mail: email@example.com
The purpose of conducting this study was to examine television advertisements and children’s food using pattern when they were watching television and their desire to purchase goods that they saw advertisements on television. This study was conducted in two parts. In the first part, content analysis of the television advertisements was conducted. In second part of the study, a questionnaire was given to 200 parents. Total of 75 of these parent’s children were attending 1st, 2nd and 3rd grades of the primary schools and 125 of the children were attending the pre-schools. The results showed that children were bombarded with so many advertisements and their behavior was more influenced by the television food advertisements. It was also affecting their food choices and health.
Keywords: Advertising, Childhood obesity, Television viewing, Food preferences, Food consumption 1. Introduction
Advertisement plays the major role in informing about the products and services to the target market. It is the paid form of communication to influence the behaivor of the people with effecitive and efficient manner. With the passage of time trends are getting change, many parts of the country have dozens of broadcast and cable channels and hundreds more may be on the way. Advertising’s view of its audience is undergoing significant changes as well. While researchers and practitioners continue to argue the merits of globalized marketing in general and globalized advertising in particular, an intriguing phenomenon has emerged (Akta_ Arnas, Y. 2006). Children are becoming more focus target market for many advertisers, and they are putting their extreme efforts to capture this valuable target market. Most of the advertisers are advertising those foods products which have above the standard level fats, more calories and salt such as confectionery, soft drinks, crisps and savory snacks, fast food (Ofcom,2004) and pre-sugared breakfast cereals are included in the daily lives of the children. This www.ccsenet.org/ijbm International Journal of Business and Management Vol. 6, No. 1; January 2011 284 ISSN 1833-3850 E-ISSN 1833-8119
eating pattern is leading children towards heart disease, diabetes, hypertension and obesity in later stage of the life.
Obesity and overweight problems are becoming more common in children because of the eating pattern of the children. Watching the television is a sluggish activity that pushes to reduce the metabolic rates and also make the habits not to do the physical exercise and all this closely related to taking frequently snacks, easy to available fast foods. According to the office of communication (2004), there is almost the unified agreement among the people related to preference of foods and its consumption patterns are based on multiple factors. Some of important factors shown to be involved where children are concerned are: a. Psychosocial determinants (e.g. food choices)
b. More knowledge about the...