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