T. C. Istanbul Aydin University Institute of Social Sciences
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T. C. ISTANBUL AYDIN UNIVERSITY INSTITUTE OF SOCIAL SCIENCES IMPACT OF TV ADVERTISING ON CHILDREN’S FOOD CHOICES THESIS Ayda SABAGHZADEH TOUSI Department of Business Business Management Program Thesis Advisor: Assistant Prof. Dr. Zelha ALTIN KAYA June 2016 T.C. ISTANBUL AYDIN UNIVERSITY INSTITUTE OF SOCIAL SCIENCES IMPACT OF TV ADVERTISING ON CHILDREN’S FOOD CHOICES MASTER DEGREE THESIS Ayda SABAGHZADEH TOUSI (Y1112.130021) Department of Business Business Management Program Thesis Advisor Assistant Prof. Dr. Zelha ALTIN KAYA June 2016 ii To my spouse iii FOREWORD: There are many people associated with this thesis deserving recognition. I would like to thank my supervisor Assistant Prof. Dr. Zelha ALTINKAYA for her advice and help through my Research work also I would like to thank Assistant Prof. Dr. Fırat Bayır for his invaluable guidance, support and training. June 2016 Ayda SABAGHZADEH TOUSİ ii TABLE OF CONTENT Page FOREWORD: ............................................................................................................ ii TABLE OF CONTENT ............................................................................................ iii ABBREVIATION ...................................................................................................... v LIST OF TABLE ...................................................................................................... vi LIST OF FIGURES ................................................................................................... 0 ÖZET ........................................................................................................................... 1 ABSTRACT ................................................................................................................ 3 1. INTRODUCTION .............................................................................................. 4 1.1. Research Methodology .................................................................................. 5 1.2. Purpose of Thesis .......................................................................................... 6 1.3. Research Model ............................................................................................. 6 1.4. Data Collection Procedure ............................................................................. 8 1.5. Hypothesis ..................................................................................................... 9 2. LITERATURE REVIEW ................................................................................ 10 2.1. Advertising In Food Industry ...................................................................... 13 2.1.1. Necessity of advertising ....................................................................... 13 2.1.2. Aim of advertising................................................................................ 14 2.1.3. Types of advertising: ............................................................................ 17 2.1.4. Relation between different science and advertising: ............................ 21 2.1.5. Cost of advertising: .............................................................................. 24 2.1.6. Relation between economy and advertising:........................................ 26 2.1.7. Relation between presentation and advertising: ................................... 27 2.1.8. Role of advertising in improving a brand: ........................................... 27 2.2. Food Industry .............................................................................................. 28 2.2.1. Food types ............................................................................................ 30 2.2.2. Food industry ....................................................................................... 37 3. EFFECT OF FOOD ADVERTISING ON CHILDREN ............................... 45 4. CONSUMER CONDUCT THEORY.............................................................. 51 4.1. Family .......................................................................................................... 54 4.2. Family Life Style ......................................................................................... 54 4.3. Children as Consumer ................................................................................. 55 5. IMPACT OF TV ADVERTISING ON CHILDREN .................................... 56 5.1. Scale and Measurement ............................................................................... 56 5.2. Population .................................................................................................... 57 5.2.1. Income of people .................................................................................. 62 5.2.2. Education features of people ................................................................ 63 iii 5.2.3. TV feature ............................................................................................ 64 5.3. Sampling ...................................................................................................... 66 5.3.1. Probability and non-probability sampling ............................................ 67 5.3.2. Judgmental sampling ............................................................................ 67 5.4. Research Methodology ................................................................................ 68 5.4.1. Research steps ...................................................................................... 68 5.4.2. Methodology ........................................................................................ 69 5.4.3. Research model .................................................................................... 69 5.4.4. Population and statistical sampling ...................................................... 74 5.4.5. Survey .................................................................................................. 69 5.4.6. Data collection ..................................................................................... 75 5.4.7. Validity and reliability ......................................................................... 75 5.4.8. Demographics and socioeconomic characteristics of respondents ...... 76 5.5. Factor Analysis ............................................................................................ 78 5.6. Hypothesis Tests .......................................................................................... 79 6. CONCLUSIONS AND RECOMMENDATIONS ......................................... 82 REFERENCES ......................................................................................................... 85 APPENDIX A ........................................................................................................... 92 APPENDIX B ........................................................................................................... 95 RESUME iv ABBRE AMA American Marketing Association VIATIO CFAC The Coalition Food Advertising To Children N CDC Centers For Disease Control And Prevention CPA Cost Per Action CPM Cost Per Mille CPT Cost Per Thousand DEC Daily Effective Circulation EU European Union GDP Gross Domestic Product GPS Global Positioning System GRP Gross Ratings Points IOM Institute Of Medicine MITI Ministry of International Trade and Industry NIDA National Institute On Drug Abuse PPC Pay Per Click PR Public Relations PSA Public Service Advertisements SEO Search Engine Optimization TF Traditional Foods UNESDA Union Of European Beverages Association UNIDO United Nations Industrial Development Organization USDA United States Department Of Agriculture WFA World Federation Of Advertisers v LIST OF TABLE Page Table 2-1-The Graphic Artist performs ..................................................................... 24 Table 2-2- Positive and negative impacts of advertising on economies ................... 27 Table 2-3- Traditional food definition ....................................................................... 30 Table 2-4- definition of different kinds of food ........................................................ 32 Table 2-5- France. Denmark, Sweden different food culture comparing.................. 41 Table 2-6- Energy input for one person`s weekly consumption of food ................... 43 Table 5-1- Turkey’s population ................................................................................. 59 Table 5-2- The average size of household by provinces. .......................................... 60 Table 5-3-Household features ................................................................................... 60 Table 5-4- MERNIS report of population, birth and death by year. ......................... 61 Table 5-5- Avcilar population data ........................................................................... 61 Table 5-6- TV set information ................................................................................... 65 Table 5-7- TV channels ............................................................................................. 66 Table 5-8 Questionnaire ............................................................................................. 72 Table 5-9 Thesis hypothesis and related question numbers ...................................... 74 Table 5-10 Age, Gender and TV Viewing Hour Frequency ...................................... 76 Table 5-11 Value of Cronbach’s Alpha..................................................................... 77 Table 5-12 SPSS data ...............................................................................................