Impacts of Television Advertising of Food and Drink Products to Children in the U.K

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Table of Contents

Chapter 1 Introduction1

Outline1

Aims and Objectives2

Chapter 02 Literature Review3

Chapter 03 Methodology8

Primary Research8

Research limitations8

Reliability8

Validity9

Selection of Sampling10

Sample Size10

Timeframe11

Budget13

Chapter 04 Data Analysis15

Questionnaire15

Analysis15

References17

Chapter 1 Introduction

Outline

This research focuses on the various aspects of “impacts of television advertising of food and drink products to children in the U.k and comprises of the following chapters:

Introduction

Current shifts in food trends have led to changes from normal, day to day food marketing to a focus on healthy food marketing, hence impacting on consumers' behavior. The impact of the change is more apparent on consumer perception, tests and needs, including change on products (foods) that are being manufactured and their subsequent positioning (Blackman, 2005). This subsequent advertisement has increased the demand of such food in children. This research will elaborate the increased consumer awareness of and demand for healthy foods and information on the content of the foods they consume. It is now common for packaging and communications to contain tags such as ''less than 5 percent fat” or ''with no added sugar” as marketers look to reassure consumers that their offerings will have no negative impact on consumers and their family's health. 

Literature Review

This concept of children's ability to process mainly on a visual level is supported by Dammler and Middelmann-Motz (2002) who asked readers to picture themselves in a foreign country where they could not read the language.

Methodology

The methodology used for the research is primary research, and Qualitative research will be used, and data analysis will be perform by using SPSS software.

Aims and Objectives

Aims

This study therefore aims to explore the effect of packaging on children's product preferences and the influence of children's pressure (pester power) on parents' willingness to buy unhealthy foods.

Objectives

The study is approached from the parents' point of view rather than from the children's perspective. In other words, the issue of how packaging affects the product preferences of children and thus the buyer behavior of their parents will be explored through the opinions of parents. Data associated with the study will emanate from parents rather than their children.

Chapter 02 Literature Review

Although the Food Standards Agency (2007) and Ofcom have recognised the need for a ban in the advertising of HFSS foods to children, there is of yet no such restrictions in relation to packaging. Silayoi and Speece (2004) carried out focus groups with adults and found that both visual and informational elements influenced purchase decisions. Although the study was not on children, there are other studies that argue that due to children's lower abilities to process information, they are likely to assess products and their packaging mainly on a visual level, in addition to informational elements. Marketers therefore constantly use attractive visual imagery, recognisable characters, colour and design to ensure their product stands out to children.

This concept of children's ability to process mainly on a visual level is supported by Dammler and Middelmann-Motz (2002) who asked readers to picture themselves in a foreign country where they could not read the ...