CHAPTER 1

INTRODUCTION
INTRODUCTION ON JUNKFOOD ADVERTAISING ON CHILDREN

Advertisement is the non-personal communication of information that is

usually paid for and usually persuasive in nature about products, services or
ideas by identified sponsors through various media.
Advertising to children is the act of marketing or advertising products or
services to children, as defined by national legislation and advertising
standards.
Its often the subject of debate, relating to the alleged influence on
children’s consumption.
Children today are exposed to all type of advertisement in the various
media, like television, print and internet as well. Children are more susceptible
and easily get influenced by advertisements.
Advertisements are made in such a way to attract children. They do not
understand that its a marketing strategy.
The large exposure to commercial food has been linked to problems the
issue of child obesity. A study conducted by JaniceF.Bell made the statement
that “commercial television pushes little children to eat large quantity of food
they should consume least. The children decide their food preference at an early
moment through preliminary learning process and when they are exposed to
large amounts of food ,advertising it has major long lasting implication on their
diet.
There is very close relationship between advertisement and buying
behaviour of children. Children force their parents to purchase the products after
watching these colourful advertisements and fail to understand the impact of
these edibles on their health.
The advertisements are made very attractive by the use of favourite
cartoon characters and bright colours or attractive gifts that come along which
drive them towards buying such goods albeit they aren’t always healthy.
Childhood is the time when a person needs nurturing, schooling, time to play
and explore the opportunity to grow both emotionally and physically. India is
rich in its children with a child population of 440 million and another 26 million
being added every year, the largest number in any country in the world.
Children across the globe are bombarded with promotions for food items, as it
constitutes a sizeable market. Children’s beverage and snack food choices are
significantly affected by exposure to meticulously crafted promotions. They are
becoming an important segment which no marketer can ignore today. Food
marketing on television is one of the major influence on the obesity epidemic
today, as also with several other allied health issues, hence it is of special
concern when it is intentionally targeted to vulnerable children.
To advertise is to publicize and draw attention. Nature runs the best advertising
agency. The peacock loves to advertise his wings in the hope of catching the
best mate.
The cuckoo does the same with its voice to woo its partner. From
dawn to dusk, we are acquainted and entertained with advertisements.
Advertising means blowing your own trumpet. It is the activity of
exerting a pull on the public attention to a product or a business, by paid
announcements in the print, broadcast, or electronic media. Television
has long been the predominant medium that advertisers have chosen for
marketing their products to children.
Food promotion influence children’s food preferences. The exposure to food
advertisements has shown to influence children’s preferences, choices, and
requests for advertised products. It is currently estimated that the average child
sees more than 40,000 television commercials a year, most of which are 15 to
30 seconds in length . Children have become an increasingly important target
group for marketers in recent times, largely because their buying power is
expanding; they have become more capable of making their own purchase
choices and can also strongly influence household purchases. Marketers are
becoming increasingly sophisticated in developing promotional strategies and
techniques capable of influencing child consumers. They have also recognised
the need to be more attuned to the children’s market; they now base their
strategies on a detailed understanding of children and their underlying interests,
motivations, values and beliefs.
1. From age one the child accompanies the parents on shopping sprees and
observes all sorts of goodies...

2. Between age two to three the child starts demanding things, and begins
making connections between what she/he see on television and the
products available in stores. The list of demands starts increasing.

3. By age four to five children start selecting items with their parents'
permission. They begin identifying brands.

4. Simultaneously, the child is learning how to get parents to respond to

demands. Whining and screaming are forms of this tactic. Almost all
children learn to forcefully persuade their parents.

5. From age six onwards the child can go to the store himself and make his
own purchase. The final step in the development of a consumer is
learning how to pay for a purchase.

6. As an advertising saying goes, 'If you own this child at an early age, you
can own this child for years to come'.

7. As marketing strategies are based on these patterns, child psychologists

are questioning the ethics of targeting children through advertisements.
They reason that till the age of eight or nine, children are unable to
understand the intention behind advertising, thus it is unethical to target
them.
The children of today are the future of tomorrow. This powerful statement
assumes special significance in our context as children (0-14 years) comprise
one third of the total population .in country every of the provision of conducive
and an enabling environment, may blossom into an ever fragrant flower to shine
in all spheres of life. This reminds us of the onerous responsibilities that we
have would and shape their present condition in the best possible way. The
journey of the life cycle of the child involves the critical components of child
survival, child development and child protection.

Advertising on television usually means running a TV commercial, typically

between 15 and 60 seconds in length, but TV advertising can also include
sponsorships and product placement within television shows. Today everyone
has TV and advertising on TV is one the best options to promote your products.
The ad coming on TV also put high impact on the customers. There will be
more positive effects in building brands. Advertisers are innovating new ways
for their campaigns on high definition televisions. India Advertising agencies
are coming up with glitzy, smart and tailored type ads targeting the middle
classes. Besides, a number Hindi India media news channels have been
launched and they are reaching to the masses both in urban and rural parts of the
country. Indian television news channels are now have become more effective
as advertising agency. Five common characteristics of TV ads that connect with
viewers that is Relatable characters and situations, A simple, upbeat storyline,
Dialogue, Emotional resonance, Humour Children Of all marketing weapons
advertising has the leading impact as its exposure is more, and is the most
attractive media for children. The desire to restrict advertising aimed at children
is based on three concerns. First, it is believed that advertising promote
superficiality and values founded in material goods and consumption. Second,
children are considered inexperienced consumers and easy prey for the
sophisticated persuasion of advertisers. Third, advertising influences children
demand for everything from toy to snack food. These demands create an
environment of child-parent conflict. Parents’ finds themselves having to say no
over and over again to children whose desire are piqued by effective
advertising. Whenever severe competition between marketers, introducing new
products etc
Impact of Advertisement on Children’ Behaviour

Impact of marketing activities (specially adverting) on children is very

important andsensitive issue for the society and marketers. We explored with
sample from 50 parents of Ellenabad to come up with practical insight of
advertisinginfluence on children’s memory and behavior in Indian context. Our
results showedinteresting findings that ads do not impact negatively to
children’s memory and behavior. Itenhances the knowledge of children and the
ads targeted to children are not effective, foreffective positioning of children
related products marketers should target the parents andinclude ethical
orientation along with environmental knowledge to influence the
buyingbehavior of parents. Our study provided several key market insights and
suggestions forpractitioners and future researchers of marketing field.

TELEVISION ADVERTISEMENTS – SUSCEPTIBLE EFFECTS

A television advertisement or television commercial, often just commercial,
advert, ad, or ad-film (India)–is a span of television programming produced and
paid for by an organization that conveys a message. Advertisement revenue
provides a significant portion of the funding for most privately owned television
networks. The vast majority of television advertisements today consist of brief
advertising spots, ranging in length from a few seconds to several minutes.
Advertisements of this sort have been used as a tool to promote a wide variety
of goods, services and ideas since the dawn of television.

TELEVISION FOOD ADVERTISEMENTS AND CHILDREN IN INDIA

There is no universal definition of a child (although UNESCO - the United
Nations Educational, Scientific and Cultural Organization, defines early
childhood as ages 0– 8 years). Children are otherwise defined according to
national jurisdictions, for the purposes of advertising law; the definition of a
child varies from one jurisdiction to another. However, 12 is commonly used as
a cut-off point, on the basis of the widespread academic view, that by the age of
12, children have developed their behaviour as consumers, effectively recognize
advertising and are able to adopt critical attitudes towards it
Over the past few decades, dietary patterns have changed significantly. The
average amount of calories consumed per day has dramatically increased.
Furthermore, the increase in caloric intake has also decreased the nutrients
needed for a healthy diet. Food portions also play an important role in the
unhealthy diet patterns that have evolved. The prevalence of “extra large”
options and “all you can eat” buffets create a trend in overeating. Combined
with a lack of physical activity, children are consuming more and expending
less. In this present scenario, the eating behavior of the children has totally
changed and it is influenced by the television food advertisements. They have
the habit, either or many of:
1. Poor eating
2. Over eating
3. Unnecessary use of cool drinks
4. Eating non-nutritional foods
5. Eating out-side the home.
6. Intake of high fat, high sugar, low fibre food.

The dietary habits of children have drastically changed which

depends on the following:
1. Eating occasion
2. Location
3. Spending habits
Eating occasion
The eating habits have changed in the children’s diet according to different
occasions. Sometimes they concentrate more on snacks in day time or evening
time thereby ignoring their breakfast, lunch and dinner. Some children like to
consume more food in the night than in the day time. They normally prefer to
consume junk food, while watching television programs.
Location
The eating habits of the children depend upon the location where they eat. The
location may be of:
1. Home
2. Restaurants
3. Parties
The level of taking food has also changed according to the various locations.
They are more interested to consume food in hotels/restaurants, preferably
chats, burgers, beverages etc., than having food in their home.

 Effects Of Junk Food On Children

Junk food effects on health of children are many and appalling. Here are the top
ten reasons how junk food affects children and why you should ensure your
child stays away from junk food:

1. Increased Blood Pressure:

The sodium in the salt increases the blood pressure.

 This is the root cause of hypertension.

 This in turn weakens the circulatory system of the body.
2. Fatigue:

Your child probably gets a feeling of fullness in the tummy while consuming
junk food.

 It is bereft of carbohydrate and protein which give energy.

 Your child becomes are tired and drained out.
 As a result, it becomes difficult for your child to perform the daily tasks.
3. Less Emotional Quotient:

Hormonal imbalance is a major change experienced in the growing years of

6-12.

 Your child will experience a lot of mood swings and changes in behavior.
 A nutritious diet is essential to maintain a healthy, hormonal balance
which junk food will deprive your child of.
 Depression is one of the common effects of junk food addiction in kids.
4. Kidney Disease:

Increased blood pressure affects the kidney’s function.

 A common effect of increased Sodium levels is Edema-water retention in

the body.
 It is one of the signs of a dysfunctional kidney.
5. Diabetes:

The sugar in the colas, sodas and beverages contain high amount of sugar. The
absence of other nutrients in junk food to bring the best out of sugar causes
adverse effects on your child.

 High chances of malfunction of insulin secretion.

 Could result in Diabetes type 2 in your child now or at a later age.

6. Obesity:

The fat used for flavouring and seasoning in the junk food accumulates in the
body.

 Low energy levels do not encourage your child to engage in physical

activity.
 Leads to obesity.
 A risk on the heart.
 Reduces the self-esteem of your child.
7. Digestive Disorder:

The base of the junk food is more processed and has less natural nutrients.

 It has very less fibre.

 Chances of constipation are more.
 Hence risk of intestinal disorder, colon cancer at a later age of life.
8. Retarded Growth:

Your growing child needs all the core nutrients required for a good bone and
dental growth.

 Adds excess weight on the thighs and hips

 Leads to an early onset of Osteoporosis.
 Sugar could cause tooth decay to the permanent teeth setting in.
9. Heart Disease:

Slabs of cheese are the main ingredient in junk food.

 Fat raises cholesterol levels.

 Deposits in the channels of the heart
 Root of heart disease.
 Chances of a stroke are high in the later stages of life.
10. Slow Brain-Work:

Pre-teens have to be in the race to prove better. Junk food lacks nutrients which
provide alertness to the brain.

 Leads to inability to concentrate on the tasks.

 Retention capabilities are low.
 Reduces the learning abilities
FOOD PROMOTIONS AND EATING BEHAVIOR OF CHILDREN
One of the most heavily studied areas of advertising’s cumulative effects
is the impact of commercials on children’s eating habits. As noted above,
commercials for candy, snacks, and fast food are mainstays of the advertising
targeting children. It is well documented that such ads are typically effective in
persuading children to like and request the product, controlled the advertisement
shown to 5- to 8-year-old children at a 2-week long camp. Some children saw
commercials for fruit and fruit juice, while others viewed ads for candies and
Kool-Aid, a sugars weetened drink. As expected, children’s actual food and
drink choices during the camp were significantly influenced by the ads they
viewed.
A difficult issue for the critics of advertising unhealthy foods to children
is sugared cereal, and desserts not to be harmful. What becomes harmful is
when non-nutritious foods are eaten regularly and supplant nutritional foods in
the child’s diet. The concern here, of course, is that commercials for candies,
snacks, and sugared cereals far outnumber commercials for more healthy or
nutritious food

Factors influencing children’s food choices

There is general consensus of opinion that food preference, consumption

and behaviour are multi-determined. Amongst factors shown to be
involved where children are concerned are:
1. psychosocial factors (e.g. food preferences, meanings of food, and
food knowledge)

2. biological factors (e.g. heredity, hunger and gender)

3. behavioural factors (e.g. time and convenience, meal patterns, dieting)

4. family (e.g. income, working status of mother, family eating patterns,

5. parental weight, diet and knowledge)

6. friends (e.g. conformity, norms and peer networks)

 7. schools (school meals, sponsorship, vending machines)

8. commercial sites (fast food restaurants, stores)

9. consumerism (youth market and pester power)

10. media (food promotion, including television advertising)

INFLUENCING FACTORS OF TELEVISION FOOD ADVERTISEMENTS

Celebrities
Celebrities Commonly called "testimonials," or "celebrity endorsements," this
technique of persuasion says that consumers relate to the person(s) appearing in
the ad. Food advertisers use a range of figures that enjoy public recognition to
endorse or act as spokespeople for a product and recommend it to the children.
Celebrities transfer meaning from themselves (their values, status, class, gender,
age, personality, and lifestyle) to the product, and through it, to the children.
Children think that an advertisement where a doctor, scientist or a successful
sportsman advocates a product is a truthful advertisement. They have a
perception that Products acknowledged by celebrities are good products and
Good looking models generally advocate only good products. Advertisements
featuring children of their age impress them more. Junk food television ads have
a great influence on children’s minds... this influence becomes all the more
powerful when a hot celebrity is promoting a product. The recent development
in the issue of Junk food Ads is that using celebrities in children’s television
advertising, particularly those pertaining to Junk food aimed at kids under 10,
will be seriously curtailed from now onwards.
Advertising campaigns that hire celebrities to promote junk food to youngsters
could be in jeopardy under new proposals to ban the use of famous personalities
to sell fatty, sugary and salty foods and drinks. Stars such as Gary Lineker and
David Beckham face losing lucrative marketing deals if the Department of
Health discussion document is put into effect
Jingles
A jingle is a short tune used in advertising and for other commercial uses. The
jingle contains one or more books and lyrics that explicitly promote the product
being advertised, usually through the use of one or more advertising slogans in a
matter of seconds, most children can sing an advertising jingle. Many television
advertisements are catchy jingles or catch-phrases that generate sustained
appeal, which may remain in the minds of television viewers long after the span
of the advertising campaign. Nowadays advertising spread in our entire culture
influences in society and our fundamental patterns of life. Advertising can be
seen as one of the factors that contribute to shape people’s life, their basic
values, and attitudes. But actual picture is different, according to Edger
“Advertising is the art of making whole lies out of half truth.’ Jingle lyrics are
powerful psychological tools disguised as seemingly trite little ditties. Whether
they're catchy, cute or even annoying, these tunes and lyrics are intentionally
designed to implant themselves in your brain and program you to buy certain
products.

Peer Influence
Peer influence also plays a major role. Children give more importance to their
friends, classmates, neighbors. Because their best friend likes it and therefore
they like it. They want to try the product what their friend use. Not only that
they feel proud to use their friend product. Children who are part of the cool
group are more likely to be influenced by their friends than children who are
friends with peers who are kind, nice, and well-liked. Peer influence and
television viewing may be more powerful influences on what children eat.

Purchase by their parents

Now a day’s the character and the behaviour of the children’s is totally changed.
If their parents have the control over their purchase, they pesting them until they
bought it for them. This is called as Nag factor.
1. Nag factor – when the child see the advertisement, they started cry and
complain to the parent’s until they purchase the product for them
2. Increase of Pester Power – the pester power is increase now a days. They
have the belief in the advertising. So they want to use that product
immediately. They will not adjust and compromise for a little thing. They
want to get things as they want
LITERATURE Review

1. D. R. John (1999) classified consumer socialization stages of children as

being the perceptual
stage (3-7 years), the analytical stage (7-11 years) and reflective stage (11-16
years). On the basis ofan exhaustive review, she contended that children in
perceptual stage focus on perceptually salientfeatures of products use direct
requests and emotional appeals to influence purchases, and possesslimited
ability to adapt strategy to a person or a situation. They are expedient in making
decision, areegocentric (as validated by Johnson (1995), and have the emerging
ability to adapt to cost-benefittrade-offs.

2. Dickerson Tasha, is of the opinion that consumer socialization of

children includes manydifferent elements, such as age, family
communication structure, co-shopping and advertisements/mass media.
Consumer socialization also influences the development of brand
preferences, as wellas materialistic tendencies. “Consumer socialization
is the Process by which young people acquireskills, knowledge and
attitude relevant to their functioning in the market place” (Carlson
andGrossbart, 1988).In other words, consumer socialization is how
children learn to be consumers. Children spend most of the time with
their family members and thus family is the most influentialagent of
socialization
3. Gene Del vecchio (O and M, Los Angeles 2000) has argued that
marketers must gain anintimate understanding of a child’s emotional
needs, their hopes and fantasies in order to succeed increasing and
sustaining bonds with almost universal child appeals.

4. Steven M. Edward (2000) has pointed to adolescent population of 30

million (in U.S.A)which is rapidly growing in both size and consumption
power. Teenager’s preferences are alsoinfluencing household
consumption choices and therefore advertisers must begin to understand
andaddress the unique needs of this younger group of consumers.

5. Kapoor (2001)collected information from families in Delhi in regard to

their roles acrossstages of purchase decision making for six durables -
televisions, refrigerators, washing machines, personal computers, audio
systems and cars. She found that individual members were associated
with multiple roles. The initiator for purchase in a family was typically a
young female member, who was likely to be the wife or one of the
children. She illustrated that the need for an audio system, personal
computer and television was likely to be first expressed by the children in
the family. As influencers, younger members, especially children, were
found to affect purchase of a personal computer, audio system, and
television. The final purchases were found to be decided upon after
consultation with other family members, mainly the husband.

6. Deepak Halan (2002) opines in a focus group study by kids-link, the

market research group of kid stuff promos and events with boys and girls
in the age group of 13-15 years in Delhi, girlsestimated that they were
able to influence 50 percent of the decisions. The study highlighted that
kids have a lot of information because of exposure to television, other media,
and friends. They
reflected that parents sought their opinion even in making purchase of products
not directly related to the children, such as cars, because of their higher
knowledge of brands, models and the latest trends. Also, children stated that
parents bought products that made the kids happy.

7. Anup Shah (2003)explains that marketers see children as a future as well

as current marketand hence brand loyalty at a young age helps in the
quest of continued sales, later. He furtherexplains that the journal of
American Medical Association has said that children between the age of
two and seventeen watch an annual average of 15,000 to 18,000 hours of
television compared with 12,000 hours spent per year in school. Children
are also major targets for television advertising, whose impact is greater
than usual because there is an apparent lessening of influence by parents
and others in the older generation. Nevertheless, $ 1 billion a year is spent
on ads and commercials directed at children.

8. Kamaruddin Abdul Razak and SafeikMokhlis (2003)investigate how the

process ofconsumer socialization will determine adolescents‟ decision-
making styles. Eight decision-making styles were conceptualized as
outcomes of the socialization process, which are acquired via interaction
with socialization agents namely parents, peers, printed media, television
commercials and in-school education. The study also proposes five social
structural variables (social class, gender, ethnicity, residence and religion)
as being associated with the socialization agents and decision making
styles. There is a significant relationship between the social structural
factors and socialization process. The most revealing finding of this study
 is that parents did not contribute to the formulation of decision making
orientation for adolescents.

9. Singh and Kumar (2003)explains that children today do not only make
their buyingdecisions themselves but also play a great role in other
buying decisions of the products to bepurchased in household. They not
only attempt to influence their parents to make purchases ofspecial
interest to them, but also with regard to remote interest, e.g. laundry
detergents, for whichthey see advertisements on television. They further
analyzed that 90% of the children get pocketmoney which they spend on
comics, ice-creams, toffees and on other eatables available in themarket.
So they are targeted by the companies with great efforts and are emerging
as a big market. Thus this segment can very well be exploited in order to
peep into parents‟ mind.

10.Kaur and Singh (2004)observed that children are individually active in

initiating the idea to
purchase a durable. In other stages of the decision making process, they exhibit
joint influence alongwith other members of the family. This implies that they
provide support to the member exerting influence to increase pressure but do
not wield much influence individually.

11.Kapoor and Verma (2005)investigated children’s understanding of

television advertising in
a comprehensive study in Delhi. Their findings revealed those children as young
as six years could understand the purpose of television ads and distinguish
between a commercial and a television programme. With an increase in the age
of the child, cognitive understanding of the ads increased and children above the
age of eight years were able to respond to television ads in a mature and
informed manner. Heavy viewing was positively associated with favorable
attitudes towardstelevision ads and conversely, interest in ads decline with age.
Children’s exposure to television ads was determined to a large extent by
parents‟ control of their viewing. Parent-child interaction played an important
role in the children’s learning of positive consumer values and their parents
perceiving the influence as positive on their children’s buying response. Both
parents and children noted theimpact of television ads on children’s purchase
requests.

12.Kaur and Singh (2006)explained that children constitute three different

markets: the primary, the influencer, and the future market. Certain
products are simply children’s products for which they are the primary
users / buyers. They sometimes either purchase a product themselves or
select the product before it is purchased by the parents. For other products
such as ones which are used by the entire family unit they may influence
purchases made by the parents. There are some products where children
wield direct influence or pester power by overtly specifying their
preferences and voicing them aloud. For other products parents‟ buying patterns
are affected by prior knowledge of the tastes and preferences of their children.
This Passive Dictation‟ of choice is prevalent for a wide variety of daily
consumed product items as well as products for household consumption.

13.Nivedita Mukherjee (2006)says that the young Indian is emerging as the

biggest and mostinfluential consumer in the market place. Armed with an
overload of information and entertainment options, they now induce
parents, who grew up on a „necessary consumption‟ life style to spend
without a thought and challenge marketers to drum up stronger brand
creation exercises. This is the age when channels like MTV belt out their
 favourite numbers at hours convenient to their segment, when multiplexes
shy away from screening block busters during exam time, when
consumers giants like unilever draw upon kid power to position a
detergent as “dirt is good” and mobile operators play cupid with
anonymous dates. Teenomics has hit the country with a vengeance.

14.Dr. M. Rathod (2012) found that Impact of Television Advertisements

on Children are very effective. An Empirical Study with Reference to
Chocolate Brands Found that majority of children likes to buy
confectionary products just because his/ her favourite celebrity is
associated with the advertisement of that product. After watching
advertisement of confectionary products children sometimes insist their
parents to purchase that product for them. When children insist their
parents to purchase confectionary product after watching its
advertisement, parents generally do agree with them. Especially
confectionary products (Chocolates) are concerned they do not care price
of which they want to buy. Also they do not care whether these products
are healthy for them or not. While they are shopping, the first thing
comes in their mind is to purchase the advertised products. In this
situation, the advertising has a stronger effect on younger children.

15.Georgina cairns(2013) its finding are consistent with other independent.

And food promotion have a direct effect an children nutrition knowledge,
preference, purchase behaviour ,consumption patterns and direct related
health.

16.Emma jane (2015) the international research finding with regard to both
the prevalence and effect of food and beverage advertising an children’s
intake. Evidence related to the two avenues of food marketing exposure,
television, and the internet is explored
Need for the study
This study helps to understand the effect of junk food advertisement on
children. In general they can’t comprehend the intent of these advertisements.
Hence giving scope to study whether or not there is a benefit for the
children(consumers) or the advertisers(retailers).

Statement for the problem

 The Research has found strong association between increase in
advertising for non-notorious between food and rates of childhood
obesity. Must children under age 6 cannot distinguish between
programming and advertising and children under age 8 do not
understand the persuasive intent of advertising. The advertising
directed at children this young is by it is very nature exploitative.
Children have a remarkable ability re call content from the ads to
which they have been exposed. Product preference has been shoe
to occur with as little as a single commercial exposure and to
strengthen with repeated exposure.
 CHAPTER 2
RESEARCH METHODOLOGY
RESEARCH DESIGN

A research design is an arrangement of condition for collection and

analysis of the data in a manner that aims to combine relevance to the
research purpose with economy in procedure.

The study is descriptive in nature i.e., descriptive research. Descriptive

research is concerned with describing the characteristics of a particular
individual or group. This includes surveys and fact-finding enquiries of
different kinds. The main characteristic of this method is that the researcher has
no control over the variables; one can only report what has happened or what is
happening. Thus, the research design in case of descriptive study is a
comparative design throwing light on all the areas and must be prepared
keeping the objectives of the study and the resources available. This study
involves collection of data from Junior level Executives.

Primary data:

 These are those which are collected a fresh (again but in a

new or different way) and for the first time and thus happen to
be original in character and known as Primary data.

 It is based on primary source of information.

Secondary data :
 It means that are already available that is they refer to the
data, which have already been collected and analyzed by
someone else for its own use and later the same data is used
by a different user or person.
It is based on secondary source of information

Objectives of the study

• To study about buying behaviour of junk food through advertising.
• To find out the factors to influence of advertising on children.
• To study the satisfaction level of children in communication.
• To study about the problems are facing by respondents .
• To find consumption pattern and food habits out of the whether children
targeted advertising influence.

RESERCH METHODOLOGY

SOURCES OF DATA:
Primary data
The primary data will be collected from personal interview method .

Secondary data
The secondary data to be collected from website , books ,magazine and
articles

SAMPLE SIZE:
The sample size using for this study is to be expected 50 respondents on
the basis of simple random sampling method.
PLAN OF ANALYSIS
The data will be collected by visiting various schools and personally
meeting children of age group 10 to 14 years. The data which will be collected
from the questionnaire the results will be assessed by quantifying the answers.
Tabulation will be made according to the answers obtained. The analysed data
will be presented in the form of charts and diagrams for the benefit of the
understanding the result and giving scope for further studies in the future.
 CHAPTER 3
SWOT ANALYSIS
SWOT Analysis

When we use SWOT analysis, Its often for strategic planning. It prepares

for decisions and gives an overall look at the strengths, weaknesses,
opportunities, and threats of business. But SWOT analysis can also be
used to increase and build upon customer satisfaction.
To give a well-rounded overview of  how to use SWOT analysis for a
boost in customer satisfaction, we’ll start with the Strengths
and Weaknesses first.

SWOT analysis, for any who may be unfamiliar, is a planning

method typically used in business strategy to identify
the Strengths, Weaknesses, Opportunities and Threats that may face a
business or project.  
 A number of us have likely had the opportunity to either observe or
participate in this exercise for the broader business in which we work.  A
quick overview of the core concepts:

Strengths and weaknesses

Strengths and weaknesses internal to the organization.  Strengths
represent positive attributes or characteristics, factors that provide an
advantage.  Weaknesses are attributes or characteristics that place the
business at a disadvantage relative to others.

Opportunities and threats

Opportunities and threats are external to the organization.  Opportunities
represent external trends and chances to improve performance –
something happening in the outside environment that presents positive
potential.  Threats are elements or trends in the outside environment that
could cause trouble for the business,  place it at risk.

STRENGTH
1. Locally adopted food menu

2. Government support to avoid junk food

3. Initiative taken by parents to avoid junk food

4. Home making food

WEAKNESS
1. Health problem

2. Ignoring breakfast and addicted to junk food

3. Leads to inability to concentrate on the tasks

4. Reduces the learning ability

 5. Seasonal changes on junk food

OPPORTUNITIES

1. Produce better quality food

2. Home meal delivery

3. Better customer service

THREATS

1. Change in children life style

2. Care to health

3. POOR QUALITY FOOD

4. Increase shelf life

 CHAPTER 4

OUTCOME OF THE STUDY

OUTCOME OF THE STUDY

The purpose of the research was to find out “impact of television

advertising on children to junk food”. The study was on the basis of
eating habits and buying behaviour of children. The major variables those
are likely to have a significant impact of TV advertisement on children’s.

1. Majority of 23% people are preferred burger when compared to other

junk food

2. Majority of 50% people think that price of junk food are reasonable

3. Majority of 60% people are in view that junk food has increased effect on
health

4. Majority of 40% people are viewing junk food has no impact on health

5. The age group consumes junk food is 13-19 years according to people

6. The junk food is preferred more than traditional food

7. Majority of 35% of people are prefer KFC as their favourite outlet

8. The prefer of junk food over traditional food is more according to 60%
respondents

9. Majority 80% of the people think that traditional food is important for
healthy life
10.There is similar impact on children’s eating habits irrespective to age,
gender, no off hour watching TV, income of parents and schools.

11.The most of the children are interested to spend more than 60 % on TV

advertise product than on the non-advertise. The children buying
behaviour on junk food is also affected due to TV advertisement. They
demand for any particular junk food mostly because of two reason, first
“Seen on TV” and second “Friend have it”.

12.The children rarely get angry, frustrated, fight with parents, or create
drama when their parents not agree to buy the TV advertise junk food .
 CHAPTER 5
LEARNING EXPERIENCE SUGGESTION CONCLUSION AND
BIBILIOGRAPHY
 LEARNING EXPERIENCE

This project gave me great opportunity to learn about the all aspects of the

EFFECT ON JUNK FOOD ADVERTAISMENT ON CHILDREN And helped

me to know about current situation of the JUNK FOOD.

The learning experience gained by me during the in plant training

was very much practical oriented. Mostly all the concepts which I studied
in the class, are applicable practically
I gained many new management skills and also got a chance to learn new things
on my own experience.
The overall study of the organization

1. Improve skills
One of the most important things you can gain from
internship is new knowledge and network and it helps to improve
many new skills and knowledge

2. Professional communications
It is the best way to learn how to
navigate the working world through real-life hands on experience
one of the most valuable skill you will gain from an internship is
the ability to speak with people in a professionals
 3. Making connections
The people who will be reference in the
future it will setup many new connections and build the
strong relationship

4. Independence
Internship will teach you to make your own
decision and do things on your own being able to work
independently with little guidence is very important in the
working world

I came to know what exactly needs wheather quality of work or quality of work
to be done or both. And also some extent I could understand the JUNK FOOD
EFFECT . Uniformity which is a essential element that management should
maintain it will also create an impression on the minds of another about their
taste, preference, values .I had a great time working on the project, as it given
insights into the working environment of an organization. The environment is
good. I have learn lot of thing there.

This project gave me a great learning experience and at the same time it gave
me enough scope to implement my educational ability. The information advice
presented in this project is based on secondary information.
SUGGESTIONS for children

After concluding the result of data the researcher has given the following
recommendation:
Knowledge about product to children: children should seen advertisement in
such a way that they can understand all about the product’s features. TV
advertisement should provide complete information about all features of the
product.
Easy to understand: Advertisers should use easy language and clear them
about product so that the children should easy to understand that what
advertisers wants to convey from this advertisement .so message should be
clearly reach to children.
Segmentation on the basis of age: advertisers should make advertisements on
the basis of age factor .so that children come to know easily for whom this
product is meant; e.g. McDonald’s.
Attractive scheme: marketers should also give some attractive scheme on their
brands so that more and more children can get attract to buy their product than
purchasing other brands. The marketers can organise some competition among
children
 SUGGESTINS for parents
The researchers show that children are interested to junk food and they fully
ignored educational channel. So to outcome from this problem parents can help
children to decide what they should watch on TV. Parents should help children
to look for programmers which relevant for their health and has some positive
impact on them.
As Researcher found that all children were all aware about all the
advertisement. So to avoid negative effects of watching TV on children’s
health’s, eating, disorder & there buying behaviour children should be
encourage both in their schools and at home to discuss TV advertisements
 Conclusion

This study conclude that advertising play a effective role in today’s era very one
under its influence more or less advertising play a vital role in economy system
of a country. its helps in selling idea’s, goods and services. Advertising both
reflected and effected over life style and thus play a substantial social role. This
study examines that most of the children watch TV above more than 3 hour on
daily basis. And they are interested to watch cartons, sorts channels. And they
completely ignored the news. Advertising become so close to our life. Therefore
its serves multimetional communication needs of society but it directly effected
on children food.

Advertising also changing their buying behaviour too. The changing is

becoming more materialistic now days. TV advertisement is one f the measure
sources of consumption ideology more commonly known as increasing
materialism demanding more chidren addicted to junk food goods as a result of
exposure to TV commercial comes in the category in the television advertising.
But according to study children while purchasing any thing what have to
purchase and when have to purchase but they prefer to buy TV advertising
products and there is no impact n the buying behaviour and eating habits
irrespective to number of hours children watch TV or due to gender and study in
private and governnrnent schools. So it is examine that children are effected by
TV advertisement directly or indirectly

 Food industry advertising that targets children and youth has been linked

to the increase of childhood obesity.
 Advertising by other industries often objectifies girls and women,
contributing to body dissatisfaction, eating disorders, low self-esteem and
depression.
BIBILIOGRAPHY

BOOKS

1. Dr. Raju M. rathod,Bhavana J Parmar (November 2012) “Impact of

Television Advertisements on Children food
2. Kumar, Sunita (Jul 2013) “The impact of Television Advertiesement on
children in the process of family purchase decision ”
3. Priya, Pankaj; Baisya, Rajat Kanti; Sharma, Seema (2010) “Television
advertisements and children's buying behaviour

NEWSPAPER

1. THE HINDU
2. ECONOMIC TIMES

INTERNET

1. WWW.EFFECTONJUNKFOODTOCHILREN.COM
2. WWW.JUNKFOODCAUSESANDEFFECTS.COM