The impact of inappropriate food advertising on consumer behavior

Authors

  • Zdenka Kádeková Slovak University of Agriculture in Nitra, Faculty of Economics and Management, Department of Marketing and Trade, Trieda A. Hlinku 2, 949 76 Nitra, Slovakia, Tel.: +42137 641 4171
  • Ingrida Košičiarová Slovak University of Agriculture in Nitra, Faculty of Economics and Management, Department of Marketing and Trade, Trieda A. Hlinku 2, 949 76 Nitra, Slovakia, Tel.: +42137 641 4171
  • Ľubica Kubicová Slovak University of Agriculture in Nitra, Faculty of Economics and Management, Department of Marketing and Trade, Trieda A. Hlinku 2, 949 76 Nitra, Slovakia, Tel.: +42137 641 4165
  • Mária Holotová Slovak University of Agriculture in Nitra, Faculty of Economics and Management, Department of Accountancy, Trieda A. Hlinku 2, 949 76 Nitra, Slovakia, Tel.: +42137 641 4171
  • Kristí­na Predanocyová Slovak University of Agriculture in Nitra, Faculty of Economics and Management, Department of Marketing and Trade, Trieda A. Hlinku 2, 949 76 Nitra, Slovakia, Tel.: +42137 641 4835 https://orcid.org/0000-0001-8867-1666

DOI:

https://doi.org/10.5219/1216

Keywords:

food, advertising, consumer, behavior, purchase, impact

Abstract

The impact of food advertising on consumer behavior is a matter of concern to psychologists, marketers, economists and the general public alike. It is well known that the consumer is not rational, and all the time does not carefully evaluate all available alternatives before purchase. There exist many stimuli influencing consumer behavior, which refers to the study of buying tendencies of consumers. There are several stages a consumer goes through before he finally picks up products available in the market. Various factors, be it cultural, social, personal or psychological, influence the buying decision of individuals. Submitted paper deals with the impact of inappropriate advertising on consumer behavior, namely the purchase of food. Related research was conducted at Department of Marketing and Trade, FEM SUA in Nitra, based on a questionnaire survey with a sample of 702 respondents from the Slovak Republic. We have used two research methods: Chi Square contingency test and Kolmogorov - Smirnov test. Obtained results proved that 38% of respondents have a personal experience with inappropriate food advertising and most respondents considered inappropriate food advertising as a deceptive, misleading and manipulative one. It was confirmed that the perception of inappropriate food advertising is not dependent on the age of the respondents and respondents do not avoid buying food previously seen in inappropriate advertising. They take into consideration more important characteristics and features of the food products such as quality, price, taste etc.

Downloads

Download data is not yet available.

Metrics

Metrics Loading ...

References

Andocsová, A., Géci, A., Kubelaková, A. 2017. The Impact of Online Marketing of Selected Retail Stores on Consumer's Behaviour of the Young Generation. In Proceeding from the conference: Marketing Identity, Trnava, Slovakia : University of st. Cyril and Methodius in Trnava. p. 116-125.

Andreyeva, T., Kelly, I. R., Harris, J. L. 2011. Exposure to food advertising on television: Associations with children´s fast food and soft drink consumption and obesity. Economics & Human Biology, vol. 9, iss. 3, p. 221-233. https://doi.org/10.1016/j.ehb.2011.02.004 DOI: https://doi.org/10.1016/j.ehb.2011.02.004

APA. 2019. The impact of food advertising on childhood obesity. Available at: https://www.apa.org/topics/kids-media/

Berčík, J., Palúchová, J., Vietoris, V., Horská, E. 2016. Placing of aroma compounds by food sales promotion in chosen services business. Potravinarstvo, vol. 10, no. 1, p. 672-679. https://doi.org/10.5219/666 DOI: https://doi.org/10.5219/666

Braun, K. A., Ellis, R., Loftus, E. F. 2002. Make my memory: How advertising can change our memories of the past. Psychology & Marketing, vol. 19, iss. 1, p. 1-23. https://doi.org/10.1002/mar.1000 DOI: https://doi.org/10.1002/mar.1000

Carlucci, D., Nocella, G., De Devitiis, B., Viscecchia, R., Bimbo, F., Nardone, G. 2015. Consumer purchasing behaviour towards fish and seafood products. Patterns and insights from a sample of international studies. Appetite, vol. 84, p. 212-227. https://doi.org/10.1016/j.appet.2014.10.008 DOI: https://doi.org/10.1016/j.appet.2014.10.008

Chou, S-Y., Rashad, I., Grossman, M. 2008. Fast-Food Restaurant Advertising on Televisio and Its Influence on Childhood Obesity. The Journal of Law and Economics, vol. 51, no. 4, p. 599-618. https://doi.org/10.1086/590132 DOI: https://doi.org/10.1086/590132

Džupina, M., Hodinková D., Kiková, H. 2016. Spoločensky zodpovedné podnikanie ako zdroj hodnoty značky (Corporate social responsibility as a source of brand value). Nitra : UKF. p. 84. (In Slovak).

Géci, A., Nagyová, Ľ., Rybanská, J. 2017. Impact of sensory marketing on consumer´s buying behavior. Potravinarstvo Slovak Journal of Food Sciences, vol. 11, no. 1, p. 709-717. https://doi.org/10.5219/835 DOI: https://doi.org/10.5219/835

Guziy, S., Šedík, P., Horská, E. 2017. Comparative study of honey consumption in Slovakia and Russia. Potravinarstvo Slovak Journal of Food Sciences, vol. 11, no. 1, p. 472-479. https://doi.org/10.5219/784 DOI: https://doi.org/10.5219/784

Harris, J. L., Bargh, J. A:, Kelly, D. 2009. Priming effects of television food advertising on eating behaviour. Health Psychology, vol. 28, no. 4, p. 404-413. DOI: https://doi.org/10.1037/a0014399

Horská, E., Orémus, P. 2008. Processes and problems of the marketing management adaptation at the EU market: The case of the Slovak meat processing industry. Agricultural economics, vol. 54, p. 392-398. https://doi.org/10.17221/295-AGRICECON DOI: https://doi.org/10.17221/295-AGRICECON

Hupp, O., Groppel-Klein, A., Dieckmann, P., Walter, K. 2008. Yearbook of Marketing and Consumer Research, vol. 6, p. 72-99.

Kádek, P. 2018. Právna zodpovednosť v medicíne a zdravotníctve. (Legal responsibility in medicine and healthcare). 2nd edition. Bratislava : Wolters Kluwer SR. p. 222. ISBN 978-80-8168-651-1. (In Slovak)

Kelly, B. et al. 2010. Television Food Advertising to Children: A Global Perspective. American Journal of Public Health 100, no. 9, p. 1730-1736. https://doi.org/10.2105/AJPH.2009.179267 DOI: https://doi.org/10.2105/AJPH.2009.179267

Koprda, T. 2014. Teoretické konštrukty spotrebiteľského správania v marketingovej komunikácii. (Theoretical constructions of consumer behavior in marketing communication). In Proceeding from the conference: Nové výzvy masmediálnej a marketingovej komunikácie IV (New challenges of mass media and marketing communication IV) : recenzovaný zborník príspevkov zo 4. ročníka vedecko-odborného seminára. Nitra, Slovakia : UKF. p. 5-11. (In Slovak)

Kozelová, D., Matejková, E., Fikselová, M., Dékányová, J. 2014. Analysis of consumer behavior at chocolate purchase. Potravinarstvo, vol. 8, no. 1, p. 62-66. https://doi.org/10.5219/325 DOI: https://doi.org/10.5219/325

Kozelová, D., Mura, L., Matejková, E., Lopašovský, Ľ., Vietoris, V., Mendelová, A., Bezáková, M., Chreneková, M. 2011. Organic products, consumer behavior on market and european organic product market situation. Potravinarstvo, vol. 5, no. 3, p. 20-26. https://doi.org/10.5219/96 DOI: https://doi.org/10.5219/96

Lichtlé, M.-Ch., Plichon, V. 2014. les émotions ressenties dans un point de vente : Proposition d´une echelle de mesure. Recherche et Applications en Marketing (RAM), vol. 29, iss. 1, p. 3-26. https://doi.org/10.1177/0767370113505952 DOI: https://doi.org/10.1177/0767370113505952

Lobstein, T., Dibb, S. 2005. Evidence of a possible link between obesogenic food advertising and child everweight. Obesity Reviews, vol. 6, iss. 3, p. 203-208. https://doi.org/10.1111/j.1467-789X.2005.00191.x DOI: https://doi.org/10.1111/j.1467-789X.2005.00191.x

Matejková, E., Pietriková, M., Poláková, Z. 2014. Praktikum zo štatistiky A. (Practice in Statistics A). Nitra, Slovakia : SPU. 199 p. ISBN 978-80-552-1050-6. (In Slovak).

Mokrý, S., Birčiaková, N., Slováčková, T., Stávková, J., Nagyová, Ľ. 2016. Perception of wine labels by generation Z: eye-tracking experiment. Potravinarstvo, vol. 10, no. 1, p. 524-531. https://doi.org/10.5219/647 DOI: https://doi.org/10.5219/647

Moutinho, L. 1987. Consumer Behaviour in Tourism, European Journal of Marketing, vol. 21, no. 10, p. 5-44. https://doi.org/10.1108/EUM0000000004718 DOI: https://doi.org/10.1108/EUM0000000004718

Nagyová, Ľ., Horská, E., Kubicová, Ľ., Turčínková, J., Vaňová, A., Neomániová, K., Košičiarová, I., Kádeková, Z., Souček, M., Berčík, J., Holienčinová, M., Rybanská, J. 2014. Marketingová komunikácia. (Marketing Communication) Nitra, Slovakia : SUA. 381 p. ISBN 978-80-552-1270-8 (In Slovak).

Nagyová, Ľ., Holienčinová, M., Kádeková, Z., Košičiarová, I., Récky, R., Stávková, J., Šugrová, M. 2018a. Marketing I. Nitra : SUA. 253 p. ISBN 978-80-552-1840-3 (In Slovak).

Nagyová, Ľ., Berčík, J., Džupina, M., Hazuchová, N., Holienčinová, M., Kádeková, Z., Koprda, T., Košičiarová, I., Récky, R., Rybanská, J. 2018b. Marketing II. Nitra : SUA. 453 p. ISBN 978-80-552-1943-1. (In Slovak).

Nagyová, Ľ., Andocsová, A., Géci, A., Zajác, P., Palkovič, J., Košičiarová, I., Golian, J. 2019. Consumers´ awareness of food safety. Potravinarstvo Slovak Journal of Food Sciences, vol. 13, no. 1, p. 8-17. https://doi.org/10.5219/1003 DOI: https://doi.org/10.5219/1003

Polakevičová, I. 2015. Aplikácia transakčnej analýzy do oblasti marketingovej komunikácie. (Application of transactional analysis into the field of marketing communication). Nitra : UKF. 192 p. (In Slovak) ISBN 978-80-558-0892-5.

Rybanská, J. 2015. Selected personality characteristics as predictors of emotional consumer behaviour. European Journal of Business Science and Technology, vol. 1, no. 2, p. 128-136. https://doi.org/10.11118/ejobsat.v1i2.26 DOI: https://doi.org/10.11118/ejobsat.v1i2.26

Story, M., French, S. 2004. Food Advertising and Marketing Directed at Children and Adolescents in th US. International Journal of Behavioral Nutrition and Physical Activity, https://doi.org/10.1186/1479-5868-1-3 DOI: https://doi.org/10.1186/1479-5868-1-3

Šugrová, M., Šedík, P., Kubelaková, A., Svetlíková, V. 2017. Customer satisfaction: The impact of products quality and services on the brand and corporate image. Economics, management, finanace and social attributes of ekonomic system (EMFSA 2017). 1. ed. EMFSA 2017. Považská Bystrica : BCSS L.L.C., 71 p.

Ubrežiová, I., Urbánová, M., Kozáková, J., Kráľová, T. 2019. Gender defferences in consumer preferences when buying dairy products in Slovakia and Russia. Potravinarstvo Slovak Journal of Food Sciences, vol. 13, no. 1, p. 720-729. https://doi.org/10.5219/1157 DOI: https://doi.org/10.5219/1157

Vivek, D. S., Beatty, E. S., Morgan, M. R. 2014. Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice, vol. 20, no. 2, p. 122-146. https://doi.org/10.2753/MTP1069-6679200201 DOI: https://doi.org/10.2753/MTP1069-6679200201

Vukmirovic, M. 2015. The effects of food advertising on food-related behaviours and perceptions in adults: A review. Food Research International, vol. 75, p. 13-19. https://doi.org/10.1016/j.foodres.2015.05.011 DOI: https://doi.org/10.1016/j.foodres.2015.05.011

Published

2019-12-28

How to Cite

Kádeková, Z., Košičiarová, I., Kubicová, Ľubica, Holotová, M. ., & Predanocyová, K. (2019). The impact of inappropriate food advertising on consumer behavior. Potravinarstvo Slovak Journal of Food Sciences, 13(1), 1034–1039. https://doi.org/10.5219/1216

Most read articles by the same author(s)

1 2 > >> 

Similar Articles

1 2 > >> 

You may also start an advanced similarity search for this article.