Advertisements’ Effect on Food Habits of Children – An Empirical Study

16 Pages Posted: 20 Nov 2015 Last revised: 26 Dec 2015

Date Written: November 16, 2015

Abstract

Advertisement is the predominant Promotional Mix variable which is being used in every industry to get noticed by their prospective customer, and thereby converting them into life time consumers. And these advertisements are also shaping the lifestyle for the individuals in large, whether elders, teenagers or children. Especially, these advertisements are influencing the lifestyle of the children in much greater fashion, both in righteous and unrighteous direction. This paper basically explores how the child’s food habits are being influenced by the advertisements and the mechanism of regulating the advertisements being aired. Further, this research paper also presents the kinds of regulations that are into force around the globe to restrict the advertisements targeting the children. Using ‘On the Spot’ sampling method 100 children between 5‐15 year’s age group and 50 parents are interviewed with the help of interview schedule and data collected is presented in the form of pie chart. It is found that the food habits of the children are categorically influenced by the advertisements. So, it is inevitable for the legal system to be proactive and control the menaces of the advertisements on children and equally parents need to play veracious role in safeguarding their child.

Keywords: Advertisements, Children, food habits, healthy food, role of parents

JEL Classification: M31, M37

Suggested Citation

Miryala, Ramesh, Advertisements’ Effect on Food Habits of Children – An Empirical Study (November 16, 2015). Available at SSRN: https://ssrn.com/abstract=2691462 or http://dx.doi.org/10.2139/ssrn.2691462

Ramesh Miryala (Contact Author)

Mahatma Gandhi University ( email )

Nalgonda
Telangana
Nalgonda, 508254
India
09849635938 (Phone)

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