Food Marketing and its Impact on Adolescents' Food Choices (Record no. 48240)
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| 000 -LEADER | |
|---|---|
| fixed length control field | nam a22 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20170918133423.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 170918b xxu||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Sivathanu, Brijesh |
| 9 (RLIN) | 27488 |
| 245 ## - TITLE STATEMENT | |
| Title | Food Marketing and its Impact on Adolescents' Food Choices |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 46 - 60 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Background : Now-a-days, adolescents and children are considered as a substantial target market by the food industry. This makes marketers to target children and adolescents by designing customized food advertising and marketing campaigns.<br/><br/>Purpose : This empirical study scrutinized the impact of food marketing techniques on the food choices of adolescents.<br/><br/>Methodology : A primary survey was conducted among 560 adolescents in the age group of 10 – 18 years and their parents using a structured questionnaire to understand the impact of various food marketing techniques on the food choices of the adolescents. To understand the impact of marketing techniques on the food choices of the adolescents, I used the multiple linear regression technique.<br/><br/>Findings : The findings of this study clearly showed that repetition of the message, brand image, celebrity endorsements, premiums, product placements, viral marketing, integrated marketing strategies, attention getting products had a significant impact on the adolescents' food choices. The findings from the perception study of the parents showed that food marketing targeted at adolescents affected their food choices and influenced their health due to unhealthy food choices, making them a vulnerable consumer.<br/><br/>Research Limitations : This research was conducted in the city of Pune in the state of Maharashtra. This study was specifically limited to the food marketing techniques targeted at adolescents. To increase the validity and reliability of this study, it can be tested in other cities of India.<br/><br/>Practical / Managerial Implications : This study made both academic and practical benefactions. Academically, it added value to the current literature on food marketing techniques targeted at adolescents. It also helped marketers to understand the impact of food marketing on adolescents' food choices.<br/><br/>Originality/Value : This study tried to connect food marketing and adolescent food choice behavior. |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 30302 |
| Host Itemnumber | 66648 |
| Main entry heading | GILANI, MEENAKSHI |
| Place, publisher, and date of publication | INDIAN JOURNAL OF MARKETING 2012 NEW DELHI |
| Other item identifier | 5557635 |
| Title | INDIAN JOURNAL OF MARKETING |
| 856 ## - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Volume 47, Issue 8, August 2017 |
| Uniform Resource Identifier | http://www.indianjournalofmarketing.com/index.php/ijom/article/view/117432 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 18/09/2017 | Vol 47, No 8/ 5557635JA4 | 5557635JA4 | 18/09/2017 | 18/09/2017 |