ABSTRACT
The study examined the effect of television advertising on food consumption among children in Umuahia, Abia State. The specific objectives were to: examine the effect of television advertising jingle on food consumption among children; examine the effect of television advertising copy on food consumption among children; and examine the effect of television advertising setting on food consumption among children.. The study adopted survey research design; cluster and simple random sampling techniques. A population of 115,934 parents in Umuahia North and South Local Government Areas, Abia State, were used for the study. Taro Yamane formula was used to determine a sample size of 400 from the population. However, 366 copies of the questionnaire were returned from the respondents which formed the valid copies used for the study. Primary data were sourced from the distribution of the questionnaire to parents in Umuahia North and South Local Government Areas, Abia State. The instrument was properly validated and a test-re-test reliability conducted. The data were presented using simple percentage, frequency on a 5’point Likert scale. The hypotheses were tested using the simple regression model via SPSS (Version 20). Results from the study revealed that television advertising jingle has a significant effect on food consumption among children in Umuahia Abia State; television advertising copy has significant effect on food consumption among children in Umuahia Abia State; and television advertising setting has a significant effect on food consumption among children in Umuahia, Abia State. A major recommendation from the study (among others) is that parents should teach their children how to react to television advertising jingles as such relate to food consumption; as this will help to reduce the negative effect of jingles on children’s demand for sweeties.
Key Words: Television Advertising, Food Consumption, Children.
TABLE OF CONTENTS
Title Page i
Declaration iii
Certification iv
Dedication v
Acknowledgments vi
Table of Contents vii
List of Tables x
List of Figures xi
Abstract xii
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study 1
1.2 Statement of the Problem 3
1.3 Objectives of the Study 4
1.4 Research Questions 5
1.5 Research Hypotheses 5
1.6 Significance of the Study 6
1.7 Scope of the Study 6
1.8 Limitations of the Study 6
1.9 Definition of Technical Terms 7
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1 Conceptual Framework 9
2.1.1 The Concept of Television Advertising 9
2.1.2 Records of First Television Advertisements across Some Countries 10
2.1.3 Effect of Television Advertising Jingle on Food Consumption among Children 11
2.1.4 Effect of Television Advertising Copy on Food Consumption among Children 12
2.1.5 Effect of Television Advertising Setting on Food Consumption among Children 13
2.1.6 Effect of Television Advertising on Children’s Food Buying Behavior 14
2.1.7 Development of Advertising in Nigeria 16
2.1.8 New Trends in Advertising Practice in Nigeria 17
2.1.9 Challenges and Prospects of Advertising Practice in Nigeria 19
2.1.10 Summary of Review 20
2.2. Theoretical Framework. 21
2.2.1 The Elaboration Likelihood Model (ELM) of Persuasion 21
2.2.2 The Theory of Musical Fit 23
2.3 Empirical Review 24
2.4 Gap in Literature 25
CHAPTER THREE: METHODOLOGY
3.1 Research Design 26
3.2 Area of the Study 26
3.3 Population of the Study 26
3.4 Determination of Sample Size and Sampling Techniques 27
3.5 Research Instrument 28
3.6 Validity of the Instrument 29
3.7 Reliability of the Instrument 29
3.8 Data Analysis Techniques 29
3.9 Model Specification 30
CHAPTER FOUR: RESULTS AND DISCUSSIONS
4.1 Response to Questionnaire Administration 32
4.1 Analysis of Demographic Characteristics of Respondents 33
4.2 Analysis of Effect of Television Advertising on Food Consumption among Children 35
4.3 Test of Hypotheses and Discussion of Findings 39
CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND
RECOMMENDATIONS
5.1 Summary of Findings 43
5.2 Conclusions 44
5.3 Recommendations 45
5.4 Contribution to Knowledge 45
5.5 Suggestion for Further Studies 46
References 47
Appendices 50
UCHEGBULEM, C (2021). Effect Of Television Advertising On Food Consumption Among Children In Umuahia, Abia State, Nigeria. Repository.mouau.edu.ng: Retrieved Dec 24, 2024, from https://repository.mouau.edu.ng/work/view/effect-of-television-advertising-on-food-consumption-among-children-in-umuahia-abia-state-nigeria-7-2
CHIAMAKA, UCHEGBULEM. "Effect Of Television Advertising On Food Consumption Among Children In Umuahia, Abia State, Nigeria" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 02 Jun. 2021, https://repository.mouau.edu.ng/work/view/effect-of-television-advertising-on-food-consumption-among-children-in-umuahia-abia-state-nigeria-7-2. Accessed 24 Dec. 2024.
CHIAMAKA, UCHEGBULEM. "Effect Of Television Advertising On Food Consumption Among Children In Umuahia, Abia State, Nigeria". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 02 Jun. 2021. Web. 24 Dec. 2024. < https://repository.mouau.edu.ng/work/view/effect-of-television-advertising-on-food-consumption-among-children-in-umuahia-abia-state-nigeria-7-2 >.
CHIAMAKA, UCHEGBULEM. "Effect Of Television Advertising On Food Consumption Among Children In Umuahia, Abia State, Nigeria" Repository.mouau.edu.ng (2021). Accessed 24 Dec. 2024. https://repository.mouau.edu.ng/work/view/effect-of-television-advertising-on-food-consumption-among-children-in-umuahia-abia-state-nigeria-7-2