Does the Food Advertisement on Television Have the Impact on Children’s Food Purchasing Behavior? A Study Based on Pakistan Food Advertisement

Muhammad Haroon, Tahir Masood Queshi, Mansoor Nisar, Mansoor Nisar

Abstract


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.

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International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

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