The Parents’Demographics and perception of children’s reactions to noodles advertisements in Uyo Municipality, Akwa Ibom State, Nigeria

Abstract

Background: Children are among the major targets of fast-food producers but parents are the ones who pay for the purchase of such products. Therefore, it is essential to understand how parents perceive children’s reactions to fast food advertisements. Objectives: The general objective of this study was to ascertain the contributing role of parents’ demographics on their perception of children’s reactions to noodles advertisements in Uyo municipality in Akwa Ibom State of Nigeria. Methodology: The survey research design was used for the study while a structured questionnaire was employed to collect data. A sample size of 400 respondents were drawn from the population while purposive sampling technique was adopted for the administration of the research instrument. The data were presented in tables and analysed using Likert Scale. The null hypotheses were tested using independent t-test and one way analysis of variance (ANOVA). Results: Parents perceive that exposure to advertisements on noodles elicits a high level of excitement from the children. It was also found that parents perceive that noodles advertisements influence children’s preference of food items. However, parents’ demographics (gender, marital status and educational qualifications) have no significant influence on their perception of children’s reactions to noodles advertisements. Conclusion: The study concludes that exposure to noodles advertisements has a significant influence on children which leads to their demands for the product. Unique contribution: This study has offered empirical evidence regarding parents’ perception of advertisements that appeal to children.

Keywords

• Demographics, Parents, Perception, Persuasion, Preference