Free Essay

Before and After Effects of Fast-Food Advertisements in the Perspectives of Consumers/Consumption Behavior

In: Other Topics

Submitted By claclacla
Words 3531
Pages 15
RESEARCH PROJECT IN SOCIOLOGY

Submitted to: Ma’am Anacoreta P. Arciaga
Submitted by: Clarissa Bianca S. Osorio
COM32
Research Title/Topic: Before and After Effects of Fast-Food advertisements in the perspectives of consumers/consumption behavior

Introduction
Food advertisements of different fast-food chains have always exerted massive amount of efforts to make their “ads” appealing and effective to the mass. From commercials, to billboards, to newspapers and etc., their advertisements caught the attention of consumers and it definitely paved way to make their sales at its peak. The problem is, sometimes, types of advertisements such as glittering generality, bandwagon and the like lead to giving false hopes to people for the sake of money. It even has come to a point where these companies prioritize “quantity over quality” that even the said advertisements lead to deception.
The emerging world of advertising is inevitable and definitely uncontrollable. We, as consumers have been left with deciding whether to trust or to believe what the advertisements tell us. The effects of these food advertisements could trigger either positively or negatively in our lives. We become molded of these advertisements until they finally influence our lifestyle. We kept on being amazed and driven to purchase these products without knowing what it will affect us. This research will be beneficial especially to people who are fond of eating at fast-food chains. This research will identify how much our sensory and cognitive perception is affected by these food advertisements as well as its effect on our health. This research aims to know which side affects us in food ads more: positively or negatively, or whether it affects us at all.
This study will help consumers identify the coined term “multi-sensory advertisements” and how efficient these advertisements are. Being influenced by capitalism in which everyone depends solely on profits, multi-national food companies certainly have their unique and effective way of persuading people to consume their proposed products. This study will identify whether the consumers find it effective or not, or whether they are affected at all. This study will also notify consumers of the effects of food advertising to their perception based on physical, emotional and intellectual aspects, in terms of how food is advertised.
This study will also analyze and further study and conduct experiments as to how much of the consumption behavior is influenced by the food advertisements, as well as how these ads affect the behavior at all. Primarily, the study will also emphasize taste perception, and taste in general, meaning it involves the five senses. This study will try to further clarify how taste perception is affected by the food advertisements, which includes the pre-purchase, upon purchase, and the consumption experience of consumers, and find out whether it affects all these elements or just a portion of it.
Research questions/ Hypotheses
1. How much do food advertisements affect consumer behavior?
2. What makes a consumer loyal to a certain fast-food chain?
3. Do food advertisements change a consumer’s lifestyle/ eating habits?
4. What makes food advertisements effective?
5. Do food advertisements affect us more positively or more negatively?

Literature reviews/Hypotheses
Social-cognitive theories suggest a subtle and potentially far-reaching effect of food advertising on eating behaviors that may occur outside of participants’ intention or awareness (i.e., unconsciously; see Bargh & Morsella, 2008). These influences used mediums such as TV commercials, print ads, billboards, and internet. Consumption behaviors can also be activated through automatic processes. External cues, not related to the sensory qualities of food, (e.g., container size and shape, food variety, and portion size) affect amount consumed without the consumer’s knowledge (Wansink, 2006). The behavior of other people is another important external behavioral cue, and people automatically mimic others’ eating behaviors, including food choice and amount of food consumed, without realizing they are doing so (Johnston, 2002; Tanner, Ferraro, Chartrand, Bettman & van Baaren, in press). The unconscious nature of these influences is further established by studies in which primes of thirst-related words or smiling faces, presented subliminally, outside of the participant’s conscious awareness, increased beverage consumption among thirsty individuals (Strahan, Spencer & Zanna, 2002; Winkielman, Berridge, & Wilbarger, 2005).
Several studies have also suggested that food advertisements are of great influence to consumers whatever the circumstances are. Research confirms that external cues have a significant influence on food consumption behaviors. Exposure to the sensory properties of palatable food increased subjective desire and consumption, even though participants were already fully sated (Cornell, Rodin & Weingarten, 1989). Moreover, food advertising typically focuses on the immediate sensory gratifications of consumption (i.e., the ‘hot’, appetitive features), making resistance to these messages even more difficult (i.e., the ‘cold’, rational process of self-restraint; Loewenstein, 1996; Metcalfe & Mischel, 1999). In light of these findings, Lowe and Butryn (2007) proposed that palatable food stimuli can trigger hedonic hunger, or “thoughts, feelings and urges about food in the absence of energy deficits”. The “multisensory ads”, which involves the five senses, lead to more positive sensory thoughts during a consumption experience and ultimately result in higher evaluated taste of the products. Furthermore, the studies show that advertising can have a significant impact not only on pre-purchase attitudes and purchase intentions, but also on the consumption experience itself. (Elder, 2011) Some of the food advertising strategies that most of the fast-food chains use are images of models or celebrities eating, an image of a very appetizing meal offered by a certain fast food chain, snacking at non-meal times, and positive emotions linked to food consumption. Basically, these advertisements lead to obesity, that being said of course due to advertising as a prime and according to some studies; most of these advertisements are from food companies that offer clearly, unhealthy food. The studies or researches mentioned above goes to show how powerful food advertising is in influencing consumers.
However, the literature reviews should consider certain factors. Not all food advertisements that are effective will yield to consumers knowing the brand or the fast-food chain being advertised. Sometimes, too much advertising leads to consumers liking the advertisements but not the “brand” being advertised. Therefore, this factor proves that consumers still have their own perspective and are not merely influenced by food ads. In addition, factors such as peer pressure, non-availability of other restaurants to eat, and/or the said restaurant just being a sentimental part of its life may be corresponding to the fact that advertisements have nothing to do with where consumers want or prefer to eat.
With that being said, some of the studies mentioned also need to have further research on the behavior of consumers with the advertisements they see. The literature reviews also emphasize the need to extend food advertising research that are most applicable to children, especially because it was mentioned about how unconsciously, people tend to do things they see on advertisements and people around them. Finally, most research has examined advertising for unhealthy food. As a result, we know very little about how advertising for more nutritious food affects eating behaviors. The present research addresses these gaps in our knowledge and conducts several experiments and observations to further conclude a more concrete result.
Methodology
The research design in data gathering will be done through a survey to at most 20 respondents, regardless of their gender, ages 17-20 years old in DLSU-D containing a series of questions to justify and clarify the research itself. The content of the survey will be basically about whether students are really affected with food advertisements in terms of how they perceive different products and or their way of patronizing a certain food establishment. A variety of fast-food chains will also be stated and reasons why a consumer prefers to eat at the chosen fast-food chain. It will also try to identify whether the effect of deception based on how food in the advertisements are and how the food really is gravely affects them in their consumption behavior. In addition, the effects of these foods with their health will also be taken into consideration. It won’t be the main focus but it will be given much thought how much the consumers are aware of the food they eat. If the results conclude that food advertisements do not affect their consumption behavior, the research aims to identify the real causes and effects based from the data gathered. The data gathered from the survey will be further analyzed. The questionnaire will contain a majority of close-ended questions and some open-ended questions to know the perspectives of respondents regarding the topic. Scientific methods will also be applied. Observation in the consumers, preferably adults or teenagers eating at fast-food chains and gather data by asking them what made them choose to eat at the said establishment. Quantitative research will mostly be applied since results will be based on statistics but qualitative research is also observed since consumer preferences and habits/behaviors will also be considered. After a series of observations and experiments, comparative study with the previous related studies will be discussed and compare or contrast regarding the result of the research study.

Results Figure 1.1
The survey conducted comprised of 22 participants of which 16 are females and 6 are males. The figure shows that majority of the participants, 73% of them get persuaded by food they see on how it was advertised while 27% say that they don’t get persuaded, or the before effect of food advertisements to consumer’s perspectives, meaning the consumption behavior gets affected based on the food advertisements.

Figure 2.2
In correlation with the question and figure 1.1, this figure shows the after effect of food advertisements to consumption behavior. Based on the chart, 86% of the participants are affected when the ads and the food itself are not exactly alike while only 13% claimed that they aren’t affected at all.The results conclude that the credibility of the advertisements matter or affect the consumers.

Figure 3.3
As it was stated earlier, there were 22 participants in the survey conducted. In this figure, participants were given the capacity to have multiple answers as regards to their preferred place or fast-food chain to eat. Majority of the participants, 11 of them, chose McDonald’s, next to it is KFC, with 9 participants, and third is Jollibee with 8 of them, Greenwich with 4 and Chowking with 1 of the participants. 1 participant also chose others, with Mang Inasal as his chosen food establishment.

Figure 4.4
In connection with the previous question and figure 3.3, figure 4.4 depicts the reasons why the consumers prefer to eat at their chosen food establishment. Majority of the participants with a percentage of 86.36% choose the reason “because it’s delicious”, while the rest of the reasons all had an equal response to the participants with the percentage of 9.09%. The participants were given the chance to have 1 or 2 answers.

Figure 5.5
In this figure, participants were assessed as to how much they get affected with how a food is advertised in a fast-food chain. Majority, about 45% of the participants claim that they aren’t affected with these ads as long as the food itself is delicious while about 27% are greatly affected with ads. Furthermore, about 22% of the participants do not really care about the advertisements and 4% with others, who said that both the ads should be effective and the food delicious. Discussion The results from figures 1.1 and 2.2 suggest that consumers are affected prior to their consumption period. Majority of them clearly analyze the advertisements before they actually consume or patronize a certain product or food offered in the fast-food chain. In figure 1.1, about 73% of the participants aforementioned that they were in fact persuaded on consuming the product based on how the food was advertised, while only 27% said they weren’t persuaded at all. Previous studies, therefore, supports this result. For food ads, multisensory ads lead to more positive sensory thoughts during a consumption experience and ultimately result in higher evaluated taste of the products (Elder, 2011). The ad can explicitly mention the niceties of all five senses. However, even if it does not—for instance, if we consider just an ad slogan like “taste is all 5 senses”—the mere fact that the ad is mentioning all five senses is suggestive that the food rates high on all five senses; therefore the ad should direct thoughts for all sensory modalities to be positive. Specifically, “whereas mental imagery typically results from deliberate attempts to construct conscious representations in working memory, other forms of simulation often appear to become active automatically and unconsciously outside working memory (Barsalou 2008, 619).” In other words, the pre-purchase and the purchase effect of these ads are stored in the memory of consumers, which result to why they are persuaded with how ads are presented. In addition, the multi-sensory ads are proven to be effective. A few studies have also examined effects of food advertising on actual eating behaviors, usually assessed by food choices following exposure to advertising .We propose that the messages presented in television food advertising similarly have the power to act as real-world primes and lead to corresponding eating behaviors. Given the types of foods and consumption benefits typically promoted in food advertising, what is primed is usually snacking on unhealthy foods and beverages (Harrison & Marske, 2005; Powell, Szczpka, Chaloupka & Braunschweig, 2007). Commercials of big food establishments like McDonald’s and Jollibee consider these ads and are interconnected with how they are able to persuade consumers. They make use of multiple sensory ads by describing appealing adjectives with a particular food, as well as making a celebrity eat that food and convey to the mass how delicious the food is, as well as portraying how good it smells and how good it tastes. In figure 3.3, the participants were asked to choose their preferred food establishments and majority picked McDonald’s. As it was stated earlier, McDonald’s is only one of the food establishments known to have effective advertisements. Food advertising is big business. McDonald’s spent $1.14 billion (Advertising Age Data Center). However, their ads definitely had an impact with how much this said establishment paved way to its success, so what they spent allotted for ads are given a double or even quadruple amount of profit. Same is true with other food establishments mentioned like Jollibee, KFC, Greenwich and Chowking. Some of their many effective ad strategies include jingles, promos, and the like. On the contrary, the result in figure 4.4 may not have been in terms of how it was advertised. The participants were given a variety of choices as to how they assessed their preferred fast-food chain. The choices were: Because of their effective advertisements, because of its popularity, because it’s delicious and others. As a result, majority of the participants, about 86% said that their reason for patronizing a certain food establishment is because it is merely delicious. Therefore it concludes that initial reaction on food advertisement affects consumption behavior, but very few people are still affected with the ads after they consume or tried the food for themselves. In other words, they only consider standards in advertisements in pre-purchase of food, and when they get to taste and appreciate the food and found it to be good and delicious, they disregard or they do not take much attention to how it was advertised since they already have an empirical evidence to support the advertisement they have just encountered. This is expected since the ad is for food after all. In some research, they suggest how and why multisensory advertising for food ads can enhance taste perceptions. In this article we conclude whether ads and behavior are physiologically closely tied to taste that mentioning them will make no difference, and whether an ad in general can impact taste perceptions. In previous studies, they suggest that food advertisements do not really target taste perception. “While food advertising is typically used to spark interest in the food or an intention to buy it, it is not usually used for affecting taste perception. Further, if the ad does affect taste, then we are also suggesting that taste is affected by cognition and is not automatically incorporated into perceptions. Besides looking at the effect of ads on taste perception, we additionally explore what happens to consumers’ thoughts about the food (how they change) when the ad is changed. We also examine if these thoughts drive the change in taste perception.”(Elder,2011) Lastly, figure 5.5 speaks of how much does food ads affect the way a consumer patronize a particular fast-food chain. As a result, the participants rather had given their insight that it doesn’t really affect these ads as long as the food is delicious. What falls in second of the majority is that it greatly affects the consumer’s basis on where they should eat, while the rest said that they don’t care whether the ads are effective or not. Therefore the results conclude that taste perception lies solely or independently with the consumption behavior or experience of a consumer. As it was stated earlier, pre-purchase or prior consumption behavior is definitely affected with the manner of the effectiveness of food advertisements. However, as the consumer experience the product, several factors are considered. According to some studies, there are extrinsic or outer cues to consider why consumers prefer to eat at that particular food establishment. When we think of taste perception, we immediately think of sensations on the tongue. However, despite our seemingly constant exposure to food, we have remarkable difficulty in discerning one taste from another with just our taste buds. Until recently, our taste buds were known to detect only sweet, sour, salty, and bitter tastes. A new taste, umami, discovered in 1909 (Ikeda 2002), only recently received neurophysiological support for its existence as a distinct taste receptor (Chaudhari, Landin, and Roper 2000). Unfortunately, even with the addition of this fifth taste, it is still difficult to accurately judge the complex sensation of taste. However, taste is not physiologically comprised of sensations from taste buds only, but also relies heavily on input from the other senses.
Imagine eating a fried chicken at your favorite restaurant. It is impossible to simply focus on the sensations of your tongue. Don’t the mouth-watering smell of the butter/ garlic, the feel of the fried chicken in your hands and mouth, the fried chicken’s warmth or hot texture, the way it sounds when you chew it, as well as its visual appearance, all lead to an overall multisensory taste experience? The fact that every sense has some role in generating taste has, in fact, recently received neurophysiologic support (Rolls 2005; Small and Jones-Gotman 2001). Sometimes it is questionable which process is working. Also, both processes may operate simultaneously and interact with one another. One instance where top-down processes have a large impact on perceptions is with ambiguous or suggestible experiences (Hoch and Ha 1986). Within the present context, the ambiguity of a taste experience would then lead to more susceptibility to, and increased utilization of external influences in forming overall taste perceptions. Therefore, it leads to a conclusion that food advertisements are of profound influence and has a massive effect on the consumer or the consumption behavior. However, as the result of the survey suggests and concludes, the prior consumption behavior is dependent of the food advertisements while the consumption experience lies exclusively on its taste perception in general, and just a minimal effect on food advertisements. Taste perception, as an extrinsic cue or factor to consumption, is interconnected with food advertisements and is merely influenced by it. To sum it all up, deception is still widely accepted in the society but consumers, as time goes by, have become more practical and wise, as well as consider their own cognitive thinking as well as their satisfaction in deciding which of the food establishment they prefer to squander their money with.
References:
Chaudhari, Nirupa, Ana Marie Landin, and Stephen D. Roper (2000), “A Metabotropic Glutamate Receptor Variant Functions as a Taste Receptor,” Nature Neuroscience, 3 (2)
Cornell CE, Rodin J, Wingarten H. Stimulus-induced eating when satiated. Physiology and Behavior.1989;45:695–704.
Elder, Ryan S. (2011), “Cognition and sensory perception: the effects of advertising and mental simulation on the perceptual consumption experience”, Michigan, the University of Michigan.
Harris, Jennifer L, Bargh, and Brownell, Kelly D. (2003), “Priming Effects of Television Food Advertising on Eating Behavior”
Loewenstein G. Out of control: Visceral influences on behavior. Organizational and Human Decision Processes. 1996;65:272–292.
Lowe MR, Butryn ML. Hedonic hunger: A new dimension of appetite. Physiology and Behavior.2007;91:432–439.
Rolls, Edmund T. (2005), “Taste, Olfactory, and Food Texture Processing in the Brain and the Control of Food Intake,” Physiology and Behavior, 85 (May)
Wansink B. (2006) Mindless eating: Why we eat more than we think. New York: Bantam Books…...

Similar Documents

Premium Essay

Factors Related to Consumers’ Preferences of Fast Food Products in Bangladesh: a Case Study

...FACTORS RELATED TO CONSUMERS’ PREFERENCES OF FAST FOOD PRODUCTS IN BANGLADESH: A CASE STUDY Dr. Nazrul Islam Professor, Department of Business Administration East West University, Dhaka, Bangladesh Fax: 880-2-8812336 Email: nazrulislam@ewubd.edu G. M. Shafayet Ullah MBA Student East West University, Dhaka, Bangladesh Email: shafayet_ewu@yahoo.com & Syed Tufikul Bary Abu Nasim MBA Student East West University, Dhaka, Bangladesh Email: syed.nasim.bd@gmail.com Correspondence: Dr. Nazrul Islam, Professor Department of Business Administration East West University 43 Mohakhali C/A Dhaka 1212, Bangladesh Fax: 880-2-8812336 Email: nazrulislam@ewubd.edu FACTORS RELATED TO CONSUMERS’ PREFERENCES OF FAST FOOD PRODUCTS IN BANGLADESH: A CASE STUDY Abstract Fast food is a high growing industrial sector of Bangladesh as it is concerned with the tastes and habits of the people. The food-taking habit has been changing very fast among the people of Dhaka - the capital city of Bangladesh over last decade. The reasons could be attributed by the increase of awareness, growth of education, development of information technology, and expansion of television and print media in Bangladesh. This paper aims at identifying the preference factors of fast food consumers living in Dhaka city. This study was conducted among the university students who are used to take fast food at their leisure time. To conduct the study, a total of 250......

Words: 10438 - Pages: 42

Premium Essay

The Effect of Advertisement on Consumer Behaviour

... INTRODUCTION 1.1 BACKGROUND TO THE STUDY Advertisement plays a vital role in the marketing of products as it provides a buying power for various product operations by affecting the behavior of consumers. Different media have been used for advertising products such as news papers, magazines and radio. Television however occupies an important place of products due to its extensive spread worldwide. In addition, television plays an important role on changing the consumer behavior and also provides new patterns for consumption. The present context of business organization is situated in increasingly complex, uncertain, and dynamic business environments with multiple realities based on various values, priorities, and requirements. As a result, the challenges demanded by globalization, increased competition, far-reaching socio-cultural and technological developments, and acceleration of changes are bringing about new complexities for organizations. Therefore sustenance of existing customers and attracting new ones in recent times has become a critical factor in business. In fact the seeming growth of many advertising industries is instructive of the fact that, complex and uncertain business environment has lead many organizations to device multifaceted approaches to market their products and services through various techniques of advertisements. Moreover, the essence of being in business by any business outfits is to produce...

Words: 14816 - Pages: 60

Premium Essay

Fast Food

...Fast Food Approachability I have spent quarter of my life in a miserable condition. I really feel distressed when I remember my past days. When I was in a refugee camp, one of the organizations distributed rice as a main food. Being a refugee, I did not have proper clothes to wear, a house to live in, and food to eat. I did not have any other options than to eat rice. I ate rice for breakfast, lunch, and dinner. Because of rice, I was able to survive. Therefore, the need of rice has become my want and desire. It does not matter what I eat, I don’t feel I am full until I eat rice. Rice can only make me satisfied, happy, and satiated; after coming to the U.S the environment change and I felt like now I get everything that I didn’t have when I was in my country. But as time pass I learned, America is the fastest moving country in fast food eating. People tend to eat outside of the house. This is one of the main factors that cause obesity. There are lots of reasons that people choose to eat processed foods. Today in our society, time is one of the biggest issues on their schedules because the people in here are always busy working or engaging in some sort of activities. For example, work, college and their personal time consume a lot of time on a daily basis. Besides those activities, all these fast food restaurants, good taste of fast or processed food, and less time to prepare processed food are making people lazy and they ignore to cook at home. It will even be better if at...

Words: 3133 - Pages: 13

Premium Essay

Obesity and the Effects of Fast Food in America

...Future: What Fast Food is Taking From Us We as Americans are facing quite an epidemic when it comes to health. It is not as though the nation was stricken with some sort of plague or fell victim to some conspiracy. Unfortunately, the cause of our issues is much more in our control than I think we would care to admit. Our health is depleting at large numbers all because of our diet. The rates of heart related issues, blood pressure and diabetes are at astounding numbers. These medical concerns are costing the country billions of dollars in healthcare. Why and when did our health begin to plummet? Over past decades America’s love for junk and fast food is the culprit behind this country having one of the unhealthiest populations any continent has to offer. This fascination of fast food had to start somewhere. Not only that but so did awareness that this particular industry may single handedly be responsible for obesity in this country. There are few topics actually that will help to understand this phenomenon a little further beyond the awareness of fast food. There was legislation that was passed that was supposed to help Americans understand what they are consuming on a daily basis. We learn this is only as helpful as one is able to translate the information. Many people are lost when it comes to nutritional food labels and what the numbers mean when it comes to their personal diet and intake. People need to be educated and that needs to be explored. Before......

Words: 7126 - Pages: 29

Premium Essay

The Effects of Fast Food on the Human Body

...The effects of Fast Food on the Human Body Shannon Harvey DeVry University The Effects of Fast Food on the Human Body A mother driving home late from work is thinking about what to make for dinner that can be easily prepared. She sees a couple signs for fast food along the side of the road. She does not think twice and pulls into the dive through to pick up dinner for the night. This happens all over the world without a thought as to what is put into our bodies and what the consequences will be later in life. The problem with this is that more people are becoming obese and having other major health problems which are shortening their lives. The easiest way to stop this cycle is to be educated on the right types of food for the body and to learn to prepare meals at home. A good example of what can happen to the body come from the experiment ran by Morgan Spurlock and his team of doctors. What Morgan wanted to do was bring awareness to the growing problem of obesity in America. Most people have heard of the movie “Super-Size Me” and wonder why a person would want to knowingly do something harmful to their bodies and their families’ bodies. Over a thirty day time frame Morgan ate nothing but McDonalds three times a day and he only supersized it if the staff asked. Even though he though he knew what would happen to his body he was very surprised at the results and health problems than were a result from just a few weeks on a diet like this. The results were nothing......

Words: 1944 - Pages: 8

Premium Essay

The Impact of Fast Food Advertisements on Consumers’ Buying Behavior

...The Impact of Fast Food Advertisements on Consumers’ Buying Behavior Syafiqah Abstract Media are the most powerful tool of communication to advertise products and services of companies. Thus, types of media used are important in order to determine the effectiveness of advertisements. The aim of the present study is to examine the impact of fast food advertisements on consumers’ buying behavior. There are two main objectives of the paper which i) to examine the influence of fast food advertisements on IIUM students’ purchase decision and ii) to investigate the media preferences of IIUM students. The convenience sampling method used to collect data and 105 questionnaires distributed to IIUM students. The finding shows a positive relationship between fast food advertisements and consumers’ buying behavior. Besides, the finding reveals that, TV advertisement is the most preferable media among IIUM students. Keywords: fast food advertisements, consumers’ buying behavior The Impact of Fast Food Advertisements on Consumers’ Buying Behavior Introduction Background of the study For the past several years, the pattern of fast food consumption increasing tremendously among the young generation in Malaysia. The increase in the number of fast food outlets around Malaysia is proven as the growth of the Malaysian fast food industry. Among popular fast food restaurants in Malaysia are MC Donald’s (McD), Kentucky Fried Chicken (KFC), Subway, Pizza Hut and many more. According to......

Words: 3323 - Pages: 14

Premium Essay

Consumer Behavior

...CONSUMER BEHAVIOR PART ONE CONSUMER BEHAVIOR INTRODUCTION As the twentieth century has come to a close and we have moved into the third millennium, we can see many developments and changes taking place around us with all the industries and firms within each industry trying to keep pace with the changes and diverse needs of the people. Though for decades together, marketers have regarded ‘customer’ as the king and evolved all activities to satisfy this concept is gaining more momentum and importance today. This can largely be attributed to the prevailing market situation. Not only competition has become intense but over an above with the market being flooded with many products. The challenge before the marketers is to understand the diversity of consumer behavior and offer goods and services accordingly. Today the company image is built and made known by its customers. Thus the success of the firm will be determined by how effective it has been in meeting the diverse consumer needs and wants by treating each customer as unique and offering products and services to suit his needs and creating a life time value and relationship with him. (Nair 2004; 3) Marketers have come to realize that their effectiveness in meeting consumer needs directly influences their profitability the better they understand the factors underlying consumer behavior, the better able they are to develop effective marketing strategies to meet consumer needs. (Assael 2001; 3) Today, the digital......

Words: 37134 - Pages: 149

Premium Essay

Fast Food Effects

...perspective statesthat there are three correlating factors that contributes to the rising trend in obesity which are:socio economic, geographical and individual attitude or perception on feeding. FAST FOOD RESTAURANT The fast food in the world today is a growing business, Bender and Bender (1995) defined fastfood as a general term which is used for limited food menu that are used in the production linetechniques where suppliers specialize in products such as Ham-burgers, sandwiches, pizzas orchickens.Fast food critics have revealed that fast food frequent visitors are less active and lazier inhandling home chores while the other individual that eat home cooked meals is more energetic, proactive and handle chores better. They also pointed out several reasons why fast food may beless healthy than other type of restaurant food; these include capital, time, costs and signatorydishes (Spurlock, 2004 and Schlosser, 2002). But in the actual context, this may not be so for allfast food restaurants as more restaurants are going into more healthy meals for their customersand the public in general. In fact; evidence linking fast food and obesity is not strong enough andmuch of it is based on studies in small sets of data. 2 ted from parents. Consumers have conflicting reports on how much fatthe body needs and burns and all about metabolism are still not clear to some consumers. Thereis need for adequate and concise information to get to the consumer from a source they have noreason...

Words: 420 - Pages: 2

Premium Essay

Consumer Behavior

...CAP talk What is “consumer”? Consumer can be those who consume basic or necessary goods with various behavior and attitude. According to Investor Words, consumer refers to an individual who buys products or services for personal consumption. A consumer also is someone who can make the decision whether or not to purchase an item at the store, and someone who can be influenced by marketing and advertisements. Any time someone goes to a store and purchases a toy, shirt, beverage, or anything else. They are making that decision as a consumer. Consumer Association of Penang (CAP) is established since 1970 with a slogan “giving a voice to the little people”. CAP is a consumer organization with a difference. Fighting for fair prices and good quality products and services is just one of their many activities. Their main concern is ensuring the right of every consumer to basic needs such as food, housing, health care, sanitation facilities, public transport, education and a clean environment. CAP want to encourage within the people, especially the poor whose needs often go unnoticed and represent their case to government, to the public and to the private companies that oppress them. CAP’s objective emphasized in advice individual consumers and protects their right. Besides, they are in charge to educate consumers, balance consumer needs and degree of protection and to provide relevant consumer rights and entitlements. CAP always ensures prices of goods are fair and appropriate with...

Words: 1699 - Pages: 7

Premium Essay

The Effects of Fast Food

...1.06 Assessment Explain how freedoms for African Americans were socially, politically, and economically limited from 1865 to 1900? Even after the 14th Amendment was ratified, African Americans still faced a large amount of segregation and discrimination all around the country. African Americans faced many social limitations. They were not allowed to serve on juries, not allowed to testify in court against whites, not allowed to marry whites, and also not allowed to travel without certain permits to allow travel. African Americans were able to be arrested if they were unemployed, poor, or even for having a lack of money or a home. Many political issues also affected African Americans. Although the 13th Amendment and the 14th Amendment were passed, this didn’t stop states from making black codes. The South made a requirement for African Americans to take literacy tests to be able to vote. This also leads into many other segregation laws and discrimination laws. Due to these new laws in the South, many African Americans were out of luck when it came for looking for new jobs. Of course, many of them did not want to return to plantations, as many of them would still be under the same conditions with or without slavery laws. Even though African Americans had a very hard time finding new jobs in other places of the country, it still lead to many, many banks and businesses going out of business due to African Americans not working under slavery. Debts from the Federal......

Words: 290 - Pages: 2

Premium Essay

Effects of Fast Food on Personal Health

...Shaunta Eskridge Word count: 496 What effects does fast food have on personal health and our social psyche? Fast food just the thought of it cringes my soul. I’ve worked in this industry for about five or six years off and on. There is absolutely nothing healthy about the way they store and prepare this food. Some items are boiled in a plastic bag then transferred into a metal pan. Meat patties are charbroiled and stored in sturdy plastic containers and are supposed to be tossed out in fifteen minutes or less, if not used. However from experience I can honestly say some employers demand that you restart that clock and don’t waste their food. By all means this is a lucrative business and they need to profit there is no room for loss profit or food shortages. That’s just a glimpse inside of what went on at my work place. It is at its most just convenience food. The fact that in some homes both parents work or that there are single parent homes; whereas the parent works and doesn’t have the time or patience to prep a home cooked meal and that fast food so to speak is easier to come by. It teaches us impatience we need our food now and it better look just as enticing as the picture. We as a society wonder why our kids love to binge eat on convenience food because we as parents are teaching them this learned behavior. We are so much in a rush that in our minds we just don’t have time to sit and ensure that our children’s health and ours are in jeopardy. We teach our......

Words: 500 - Pages: 2

Premium Essay

Effects of Fast Food

...The Effects of Fast Food Gaining weight, high cholesterol, increased heart risks, headaches and depression are only a couple of the many effects of eating McDonalds for a month. This is exactly what Morgan Spurlock went through in his documentary, “SuperSize Me”, when he challenged himself to eat nothing but McDonalds for breakfast lunch and dinner while also supersizing his meal whenever asked. The harm done to his body in just one month was shocking. How fatigued he always felt, the vomiting and especially the drastic weight gain were obvious. This just goes to show that fast food is something that Americans do not know enough about when consuming it. Fast food restaurants have become nothing but a negative influence on our lives socially and physically. It has become too available and convenient to a point where Americans would rather eat out and eat for cheap at a fast food chain near them. It is impossible to go somewhere without seeing a fast food place often, that is why people eat it so much. There are currently over 200,000 fast food restaurants in America alone, have we let this go too far? I believe that fast food is the reason for America’s obesity issue because of its availability, cheap prices, and quick service which make people choose the easy way out rather than cook a healthy meal. Some people may argue that, fast food places offer healthier choices like salads and water and people make their own choice to supersize their meal. They say that fast food is......

Words: 2291 - Pages: 10

Premium Essay

Consumer Behaviors

...Consumer Behavior Models in Tourism Analysis Study Muhannad M.A Abdallat, Ph.D. Assistant Professor Hesham El –Sayed El - Emam, Ph.D. Assistant Professor Department of Tourism and Hospitality, Faculty of Tourism and Archeology King Saud University ABSTRACT The theories of consumer decision-making process assume that the consumer’s purchase decision process consists of steps through which the buyer passes in purchasing a product or service. However, this might not be the case. Not every consumer passed through all these stages when making a decision to purchase and in fact, some of the stages can be skipped depending on the type of purchases. The reasons for the study of consumer’s helps firms and organizations improve their marketing strategies by understanding issues such as: • The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); • The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); • The behavior of consumers while shopping or making other marketing decisions; • Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; • How consumers’ motivation and decision strategies differ between products, that differ in their level of importance or interest that they entail for the consumer; and • How marketers can adapt and improve their marketing campaigns and marketing......

Words: 8162 - Pages: 33

Premium Essay

Advertisement Design Consumer Behavior

...ASSIGNMENT OF CONSUMER BEHAVIOUR | ASSIGNMENT NO 2 | | SECTION-RQ1002 | REGISTRATION NO -11004178 | SUNNY PANDEY | SUBMITTED TO : Mr. MITHILESH PANDEY | | WHAT IS COGNITION? Act or process of knowing. Cognition includes every mental process that may be described as an experience of knowing (including perceiving, recognizing, conceiving, and reasoning), as distinguished from an experience of feeling or of willing. Philosophers have long been interested in the relationship between the knowing mind and external reality; psychologists took up the study of cognition in the 20thcentury.  Cognition is the scientific term for mental processes. These processes include attention, remembering, producing and understanding language, solving problems, and making decisions. Cognition is studied in various disciplines such as psychology, philosophy, linguistics, and computer science. Usage of the term varies in different disciplines; for example in psychology and cognitive science, it usually refers to an information processing view of an individual's psychological functions. It is also used in a branch of social psychology called social cognition to explain attitudes, attribution and groups dynamics. ADVERTISEMENT NO 1 I F U ARE SUFFERING FROM BACK PAIN, ENJOY AGAIN YOUR LIFE IN SECONDS JUST PUT A BALM WHICH WILL KICK YOUR PAIN FROM YOUR WAY. APPLY Cognitive part in the advertisement is that it just wants to create......

Words: 445 - Pages: 2

Premium Essay

Consumer Behavior

...Consumer Behaviour Contents 1. Nature, Scope and Importance of consumer behaviour. 2. Consumer Research. 3. Consumer Learning 4. Consumer Perception 5. Consumer Involvement 6. Attitude, Culture, Lifestyle and Socialism 7. Consumer Motivation 8. Consumer Decision Making 9. Consumerism 1. Nature Scope and Importance of Consumer behaviour. :  Consumer behaviour is defined as “The dynamic interaction of affect and cognition, behaviour and the environment b which human beings conduct the exchange aspects of lives”. IT means that the buying habits of the consumer are greatly affected by their thought process and their feelings experienced. Human beings are greatly influenced in their buying actions by various factors like opinion of others, marketing stimuli like product, advertising, packaging and product appearance. Importance of Consumer behaviour:  • Ever increasing intensifying competition. • More aggressive competitors emerging with greater frequency. • Changes basis of competition. • Geographic sources of competition are becoming wider. • Niche attacks are becoming frequent. • Pace of innovation is rapid. • Price competition becoming more aggressive • Product differentiation is declining. As a principal, the marketing concept involves understanding the needs of the consumers and translating these needs into products or services to satisfy these needs. The basic objective in marketing is to achieve the goal of profit making......

Words: 11201 - Pages: 45

Jane C. Ginsburg | Bracciale LOVE MAKES A FAMILY Argento 925 Lui Lei Bimbo Bimba Made in Italy | Oordeel te Neurenberg