A quantitative research of consumer’s attitude towards food products advertising (original) (raw)
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2016
The advertisement, regardless of its object, implies a symbiotic relationship between image, text and product, it is amplified by the media used to promote, it meets the manufacturer's needs regarding promotion and it must also overcome prejudices in order to form the consumer's decision to purchase. Analysing the sociological studies about publicity and advertising in the material, we invariably find that the psycho-social approach observes the way in which the group membership determines specific consumer behaviour and a specific way of perception and evaluation of advertisements. We aim at carrying out an exploratory research about promoting Romanian food products through advertising in the past two decades and aim at identifying the type of consumer to which advertising and the evolution of advertisements has caused the change of consumer behaviour. Through the case study of media market in Romania in recent years, we analyse the evolution of advertisements for food, aiming how social values and needs of the individual physiological influences consumer behaviour. And because more and more often in the advertisements to food products of the domestic manufacturers, we encounter elements regarding the geographical origin of the products, in the context in which the advertisement promotes a healthy lifestyle, we have analysed the expected impact by the Romanians producers of food products using the slogan Made in Romania.
A Content Analysis of Appeals in Food and Beverage TV Commercials
Journal of Media Research, 2019
This study was conducted to analyze the appeals of food and beverage TV commercials which were broadcasted on Turkey's national and international TV channels between 2011-2018. The main aim of this research was to do a reality check and try to compare different groups of food TV commercials according to their basic characteristics and appeal strategies. The research followed Aristotle's modes of persuasion, and product appeals are identified primarily from the literature review and summarized into a systematic coding. Data gathered from the broadcasted TV commercials are reached through the companies own YouTube channels. A total sample of 400 national and international food and beverage TV commercials are grouped and analyzed according to their characteristics such as dairy, beverages, foods for breakfast, oil, meat, pulse and legumes, sauces and dressings, chocolate, and confectionary. The results of the study illustrate the range of techniques used to advertise foods to consumers and the techniques do not generally differ according to the type of food advertised. The most typical product appeals were mood alteration and taste both in national and international TV commercials.
INFLUENCE OF TELEVISION ADVERTISING ON WOMEN CONSUMERS' BEHAVIOR REGARDING FOOD PRODUCT BRANDS
Mass Communicator, 2015
Research Television advertising has a vital role and significant influence on consumer behavior. With steady increase of private TV channels in Bangladesh, effectiveness of advertisements has become a prime concern to the advertisers as they have to pay a lot of money to broadcast their adverts. The main objective of this study is to analyze how much impact TV advertising has on brand preferences of women consumers regarding food products in the context of household decision making. Data was collected using convenient sampling method (N=160) through a self-administered questionnaire in Chittagong city, the commercial capital and second largest city in Bangladesh. Results of the correlation analysis revealed that there is a significant positive correlation between level of attention while viewing TV advertisement and informing, selecting, purchasing and even switching to a particular brand of food products. This study supports the effectiveness of TV advertising, and the power of television viewing as well on behavioral factors.
2012
Advertisement plays a significant role in terms of product or service characteristics clarification to the customer. Regardless of the advertisement’s types, a customer by the exposure of ads will go through specific steps of awareness. Realizing the current needs, this study aimed to examine the relationship between three different types of advertisements and their influence on the customer’s attitude towards fast food industry in Bangladesh. Data were collected by using convenient sampling method from Dhaka city in Bangladesh. The result of the research shows that, consumers have found the online advertising more interesting compared to media and print ads and its due to the rapid growth of internet users. Finally, based on the findings, some recommendations are proposed.
2008
Advertisement is a medium to declare claims based on product benefits. However, there are times where the claims are not supported by evidence, hence mislead and confuse consumers in buying the products. Health issues discussed in public sphere are used to show the product benefits compare to other competitors. The aims of this research were to study consumer’s perception toward health claims on TV commercials and the effect of health claims on TV commercials (external factor) and internal factors toward consumer’s decision making in food product buying. Path analysis was used to analyze the effect of external and internal factors. The result of this research shows that consumer’s perception toward health claims on food product TV commercials is easy to understand, attractive, believable and suitable for the condition and the needs of consume, therefore its perception able to influence buying decision making (buying intensity). Food product includes in this category was food fiber w...
Marketing scenario changes its face from time to time. Companies try to increase their sales through advertisements, particularly, television advertisements. The theme, message and language used in advertisements are giving new blood to the traditional way of taking buying decisions. Through such advertisements, companies try to position the brand in the minds of the target audience through which they wish to build their brand image. Television advertisement together presents a lethal combination and has become an integral part of modern society. The present study focuses on identifying the influence and Impact of television advertisements on buying decisions of consumer durable goods. This study was carried out by using a questionnaire and the collected data were analyzed by using simple statistical tools like percentage analysis and Regression
A content analysis of food advertising on Turkish television
Health Promotion International, 2015
The aim of this study was to conduct a comprehensive content analysis of Television (TV) food advertising and compare various food advertisements on free-to-air Turkish national TV channels by broadcast time (duration) and frequency over the period of a week (19-25 April 2012). TV food advertisements were the unit of content analysis in this study. Each advertisement identified as promoting a food product was analysed for content; non-food advertisements were not analysed, although they were counted as a proportion of the advertisements aired. We recorded all programmes for 4 h each per day (7 p.m.-11 p.m.), totalling 84 h. Five types of food-related advertisements were identified (basic foods, junk foods, meat products, beverages and fast food), and six types of non-food advertisements. The Student t-test and ANOVA were used to compare the mean broadcast time of all prime time advertising for the two groups. The mean broadcast times for prime time, non-food advertisements showed a statistically significant difference (p < 0.05). This difference is related to the prime time period 7 p.m.-8 p.m. being considered dinner time for most Turkish families. Additionally, the number and broadcast times of beverage advertisements increased during this time period, while the broadcast time per beverage advertisement decreased (ratio = 20.8 s per ads). As a result, TV food advertising increased not only during dinner time but also in overall broadcast time (per advertisement). These findings may be useful for explaining how advertising can negatively influence food choices, thereby increasing public awareness of the need for health messages targeting obesity.
Analysing persuasive marketing of ultra-processed foods on Brazilian television
International Journal of Public Health, 2020
Objectives This study investigated the use of persuasive advertising strategies in ultra-processed food (UPF) advertisements broadcast on the three most popular free-to-air television channels in Brazil. Methods The programming of the selected channels was recorded on eight non-consecutive days from April 2018 (6:00 am-12:00 am). Information from each advertising piece was collected through an electronic questionnaire based on the INFORMAS protocol. Food products were classified according to the NOVA classification system. Marketing strategies were investigated in UPF advertisements and stratified into three groups. Principal component analysis was used to identify patterns of strategies. Linear regression models were employed to investigate the association between the patterns and food groups. Results In total, 90.77% of the food-related advertisements contained at least one UPF, and 96% of them included one or more persuasive advertising strategies. Five advertising patterns were identified and associated with the UPF food groups. Conclusions The results showed that food advertising on Brazilian free television is marked by UPF, with the predominant use of persuasive advertising strategies, demonstrating a lack of enforcement of the current regulatory legislation in the country. Keywords Food marketing Á Advertising Á Persuasive communication Á Ultra-processed foods Á Food choice Á INFORMAS This article is part of the special issue ''Market-driven forces and Public Health''.
THE EFFECT OF ATTITUDE TOWARD ADVERTISEMENT ON ATTITUDE TOWARD BRAND AND PURCHASE INTENTION
This study attempts to investigate whether consumers' attitude towards advertisements that they are exposed (Aad) to have an influence over their attitude towards brand (Ab) and purchase intention (PI) of the advertised product. The researchers tried to survey the results of previous studies and compared with this study results to give more benefits to the readers and researchers in this area of study. The study is empirical in nature focusing on Saudi consumers. The convenient samples were shown an advertisement of AL-Bassam, a popular brand of cover head before responded to a structured questionnaire. A total of 150 respondents participated in this study. Consumers' attitude toward advertisement has positive and significant effects on their attitude toward brand as well as on their purchase intention. Attitude toward brand partially mediates between attitude toward advertisement and purchase intention. Findings imply the importance of advertisement to be adopted by practitioners in their strategic marketing as it helps in communicating positive brand image and influencing consumers' intention to purchase the advertised product. In this study, the said relationships amongst the three variables are revisited. The difference lie in the use of Saudi consumers, a developing country compared to developed countries in past studies, in addition to the use of a real product advertisement rather than make believe advertisement. This will provide the first insight on Saudi consumer's behavior.
TV Commercials and its influencing power on Buyers' Buying Decision
2018
as these days, consumers have much spending and influencing power to make the purchase compare to past time. The purchase decision is the process of which consumers are gathering the information from different sources and their decision involves with many factors such as commercial, family members and other elements of purchasing process. Commercials is a communication method to inform, persuade and remind about the products/ services by the marketer through media. Television commercials have become a part of daily lives and reflected one of the most powerful means to influence the purchase decision. The objective of the study is to determine whether constant exposure of advertisement had a direct impact on shoppers' behaviour and to find out the effect of commercials on buying decision. A survey was conducted with 160 respondents using structured questionnaire manually and through online. The obtained data were studied with using suitable statistical tools. It was found that re...