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

Ramesh Kumar Miryala
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Ramesh Kumar Miryala: Professor, Swami Ramananda Tirtha Institute of Science & Technology, Nalgonda, AP, India.

Indian Journal of Commerce and Management Studies, 2011, vol. 2, issue 4, 38-49

Abstract: Advertisement is the predominant Promotional Mix Variable which is being used in every industry to get noticed by their prospective customer, and thereby turning them into life time consumers. And these advertisements are also playing their part in shaping the lifestyle of the individuals at 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 children’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 in force around the globe to control and regulate the advertisements targeting the children. Using ‘On-the-Spot’ sampling method, 100 children, in the age group of 5-15, and 50 parents are interviewed with the help of interview schedule and data thus collected is presented in the form of a 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 menace of the advertisements and their undesirable effects on children. Also, parents need to keep a conscientious eye on their children.

Keywords: Advertisements; Children; food habits; healthy food; role of parents (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (1)

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