How packaging affects the product preferences of children and the buyer behaviour of their parents in the food industry

Ogba, Ike‐Elechi; Johnson, Rebecca

doi:10.1108/17473611011026037

Cited by 100 publications

(90 citation statements)

References 18 publications

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“…It is unlikely that a nondescript phial will catch the interest of a young child if there is a really flashy product standing next to it. In one study (Rettie & Brewer, 2000), it is established that 73 percent of all buying decisions are made at the moment of discovery, when the buyer is standing in front of the product, and, what is more, the key factor is the packaging (Ogba & Johnson, 2010).…”

Section: Problem Statementmentioning

confidence: 99%

“…Likewise, there is a growing proliferation of free gifts and stickers, the presence of which is often reflected on the package (Ogba & Johnson, 2010). Many companies target their products specifically at children, trying to develop loyalty to their brand, thus cultivating a new generation of consumers who will buy their goods or services.…”

Section: Problem Statementmentioning

confidence: 99%

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The Fairytale Character In Advertisment As A Means Of Influence On Children

Zashchirinskaia¹

2018

The European Proceedings of Social and Behavioural Sciences

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The objective of our research is to identify distinct features of senior preschoolers' perception of the advertising images of fairytale characters on the packages of dairy products.In order to achieve our objectives, we use several psychodiagnostic procedures: the Sally-Anne test, a survey, the Delphi procedure, and eye tracking method using the Tribe Eye-Tracker and the Ogama software. We use the SPSS 21 programme for statistical processing. The findings of our study have enabled us to arrive at the following conclusions. The special fascination of fairy tale characters in advertising may be accounted for by the psychological singularities of the children between the ages of five and six. They are the predominance of play, dominance of involuntary attention, activation of the processes of imitation and identification, and also an incomplete Theory of Mind. The gaze duration for the advertising image of a fairytale character on the package is substantially longer than the duration of fixation on taste and brand. Food selection by preschool children is based predominantly on good feelings for a character depicted on the package. Food selection by parents is not based on the health benefits of a product. Parents and their children opt for different brands of dairy products.

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Section: Problem Statementmentioning

confidence: 99%

Section: Problem Statementmentioning

confidence: 99%

The Fairytale Character In Advertisment As A Means Of Influence On Children

Zashchirinskaia¹

2018

The European Proceedings of Social and Behavioural Sciences

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“…Most parents generally agree that food advertising leads children to pester them for food products (Yu, 2012, Ogba I andJohnson R, 2010), and parents agree to buy up to half of all products requested by children when grocery shopping (Atkin, 1978).…”

Section: Food Marketing and Food Purchases And Requestsmentioning

confidence: 99%

The impact of marketing of ‘junk’ foods on children’s diet and weight

Kelly

King

2015

Managing and Preventing Obesity

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Contemporary Western(ised) society is typified by pervasive and aggressive brand promotion, through all communication platforms. Food promotion in particular is a dominant area of marketing, particularly the marketing by large multinational food companies that manufacturer less healthy foods and beverages (Cairns et al. , 2013). The ubiquitous marketing of these unhealthy foods contributes to creating a negative food culture that undermines international and national nutrition recommendations and guidelines for disease prevention. Specifically, frequent exposure to persuasive promotions for unhealthy foods serves to normalise these food products as part of everyday life, create positive brand images, and ultimately encourage (over) consumption of these foods (Hoek and Gendall, 2006). The Diet, Nutrition and the Prevention of Chronic Diseases report published by the Food and Agriculture Organization and the World Health Organization (WHO) in 2003 concluded that the heavy marketing of fast food outlets and energy dense, micronutrient poor foods and beverages ('junk foods') is a probable causal factor in overweight and obesity, and is a target for future interventions (World Health Organization, 2003). Since this time, limiting children's exposure to unhealthy food marketing has been on the international public health agenda. Over the past decade there have been at least seven major systematic reviews of the scientific evidence relating to the impact of food marketing on children (Dalmeny et al. , 2003;Hastings et al. , 2003Hastings et al. , , 2006 Escelante de Cruz, 2004;Livingstone, 2006;McGinnis et al. , 2006; Cairns et al. , 2009). The most recent systematic review, commissioned by the World Health Organization in 2008, identified that food marketing has a modest impact on nutrition knowledge, food preferences and consumption patterns, and that these effects operate at both the brand and food category level (Cairns et al. , 2009). In other words, not only does food marketing contribute to brand switching within a food category, but also leads to switching between less marketed foods to more highly marketed food types. These findings are concerning as the most commonly promoted foods have been identified as sugarsweetened breakfast cereals, savoury snacks, fast food restaurants, confectionery and soft drinks (Cairns et al. , 2009). This chapter provides a detailed overview of the scope and impact of food marketing on children, including: 1. the extent of children's exposure to unhealthy food promotions, as evidenced by studies measuring the prevalence of promotions through a range of media; 2. policy responses to unhealthy food promotion, including at the international level and exemplars of good practice by national and provincial governments, and policy actions by the food and advertising industries; and 3. evidence linking food promotions to food consumption and nutrition and weight outcomes. In the latter section, we provide a conceptual framework of cause and effect to indicate how immediate impac...

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“…123 In a survey of British parents, 59% agreed that their children tried to influence their in-store purchases and this was strongest among requests for sweets, snack foods, and cereals. 124 When asked in surveys and interviews, mothers often attribute their children's pestering for new items to advertisements, including product packaging, character sponsorship, and television commercials. 125,126 One review examined pestering in twelve studies, mostly within the context of the United States.…”

Section: Introductionmentioning

confidence: 99%

Improving Diet in Low-Income Neighborhoods: Leveraging the Food Environment for Change

Huang¹

2016

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How packaging affects the product preferences of children and the buyer behaviour of their parents in the food industry

Cited by 100 publications

References 18 publications

The Fairytale Character In Advertisment As A Means Of Influence On Children

The Fairytale Character In Advertisment As A Means Of Influence On Children

The impact of marketing of ‘junk’ foods on children’s diet and weight

Improving Diet in Low-Income Neighborhoods: Leveraging the Food Environment for Change

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