The Effects of Promotional Tool on Consumer’s Eating Behavior

Vol.3, No.1B

Abstract

In the real world, advertisements have the power to reach a wide range of people and age levels through various sources and platforms. Products advertised on television or other platforms are more patronized than non-commercial products that appeal to the audience. Traditional promotional tools include television, radio, print (magazines and newspapers), and billboards. But in the age of digital media, advertising is done on websites like Facebook, YouTube, and Twitter. Many food advertisements portray their products as superior to others regarding their qualities, nutritional content, and packaging.

This paper presents the most advanced thinking on the selection, repeatedly showing that food advertisement affects an individual's eating behaviour. Since most food advertisements promote unhealthy, palatable, and rewarding food products, it significantly contributes to the current obesity epidemic. The researchers aim to find the effects of promotional tools on consumers' eating behaviour. They will examine whether the effects on eating behaviour are simply due to exposure to thoughts and images of palatable foods or whether the product benefits presented in advertising differentially affect consumption.

This study employed the descriptive design to determine and analyze the effects of promotional tools on consumers' eating behaviour. The researchers gathered data using a survey questionnaire administered via Google Forms to fifty (50) target respondents. The proponents chose randomly from 4th-year students of BSHM who are classified as students, employed, and unemployed.

The instrument used by the proponents is an online survey to administer and gather the data. It is divided into three parts using a Likert scale consisting of the demographic profile; the second consists of questions regarding the food advertising that influences the eating behaviour of the respondents. Lastly, it consists of questions on the effects of advertising on the consumption of unhealthy foods via sending it through emails and messenger.

The survey results show that the majority of the respondents are within the age group of 22 years old, with 46 percent. Females got 74 percent of respondents when it comes to the selection of gender, together with employment status. Most of the respondents are students, with 90 percent. Lastly, most parents' monthly income was 24 percent on the average of ₱5,000 to ₱9,000.

According to the result of the survey on food advertising that influences the eating behaviour of the respondents, social media, television, printed media, and radio, we got the total results of "Effective" in influencing the behaviour of the respondents in the way of influencing the consumers by those satisfying images and irresistible products that are being advertised.

As the last part of the survey, the effects of advertising on the consumption of unhealthy food got a total result of "Effective" regarding obesity, behavioural, mental health, and physical health. It shows that the effects of advertisements can barely affect the consumption of unhealthy foods, which can cause consumers to suffer from obesity, for instance.

The primary purpose of this study was to examine the effects of promotional tools on consumers' eating behaviour. Based on the gathered data and conclusions drawn, proof that food advertisement influences eating behaviour was examined and proven by the survey result. Exposure to palatable food advertisements' sensory properties increased the desire for subjective consumption.