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

  • Haroon M
  • Qureshi T
  • Zia-ur-Rehman M
 et al. 
  • 14

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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. [PUBLICATION ABSTRACT]

Author-supplied keywords

  • 7200:Advertising
  • 9130:Experiment/theoretical treatment
  • 9179:Asia & the Pacific
  • Business And Economics--Management
  • Consumer behavior
  • Content analysis
  • Food
  • Obesity
  • Pakistan
  • Studies
  • Television advertising

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Authors

  • Muhammad Haroon

  • Tahir Masood Qureshi

  • Muhammad Zia-ur-Rehman

  • Mansoor Nisar

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