Impact of Television Advertisements of Health Drinks on Mothers of Toddelrs Essay Sample

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Introduction of TOPIC

Summary

The impact of television advertisements on health drinks on mothers of toddlers in Pune city. From the review of literature provided above we can summarize the following information. A child milk intake should limit to about 16-24 ounces a day. For all the nutrition a toddler needs health drinks hardly provide for them. Many dietary recommendations include reduction of excessive intake of sugar-sweetened beverages (SSBs) .The study examines surveys of both individual dietary intake data and household food expenditures surveys to provide a picture of patterns and trends in beverage intake and purchases in Great Britain from 1986 to 2009.

The advertising created by health drinks for mothers has been sent o Advertising Council of India on number of occasions due to false claims. Television has become a great influence for people as well as entertainment. Advertisers use advertisement as a medium to influence people. A study shows us if a mother is very addictive to Television it could affect the relation she has with her child. The advertising of health drinks is mostly for mothers. With this we can conclude that no study has been done on impact of television advertisements on health drinks on mothers of toddlers in Pune city. General Objective:

(i) To understand how the energy drink advertisements (audio-visual) are affecting the behaviour of mother’s of Toddlers of Pune city.

Specific Objectives:

(i) To find the amount of time mothers’ of toddlers spend watching television. (ii) To know the television viewing pattern of mothers’ of toddlers in general and during commercial breaks. (iii) To access the effect of health drink commercials on mothers. (iv) To know the process followed by mothers’ of toddlers on seeing the advertisement. (v) To find out the opinion leaders/sources for mothers regarding their child’s health. (vi) To study the credibility of Television advertisements on energy drinks for mothers of Toddlers. (vii) To find out if the television advertisements motivates mothers’ of toddlers to buy the product. Research Questions

(i) What is the amount of time a mother of a toddler spend watching television in a day? (ii) What is the television viewing pattern of mothers’ of toddlers in general and during commercial breaks? (iii) What is the effect of health drink commercials on mothers? (iv) What is the process followed by mothers’ of toddlers on seeing the advertisement? (v) Who are the opinion leaders/sources for mothers regarding their child’s health? (vi) How credible are the television advertisements on energy drinks for mothers of Toddlers?

(vii) Do television advertisements motivate mothers’ of toddlers to buy the product? The researcher identified a few independent and dependent variables to gauge the impact of Television advertisements of health drinks on mothers of toddlers. Independent variables are the variables one has control over while dependent variables depend on independent variables. They are as follows: the researcher identified a few independent and dependent variables to gauge the impact of Television advertisements of health drinks on mothers of toddlers. Independent variables are the variables one has control over while dependent variables depend on independent variables. They are as follows: 1) Age:

Age is an independent variable as one has no control over them.

2) Occupation:
Occupation is also an independent variable.

3) Monthly Income:
Monthly income is an independent variable.

4) Age of the child:
Age of the child is a dependent variable.

5) Monthly expenditure on health drinks for children:
Monthly expenditure on health drinks is dependent variable on monthly income as well as father’s monthly income.

6) Time on an average spent watching television.
This is a partly dependent variable which depends on the occupation.

7) Behaviour during commercial breaks.
This is a independent variable.

8) The number of times one comes across health drinks advertisements. This is a dependent variable on time spent watching television and behaviour during advertisements.

9) Most preferred medium of information for child’s health. This is a partly dependent variable on age, occupation as well as monthly income.

10) Health practices followed by the child.
This is a partly dependent variable on their background and upbringing as well as medium of information. The researcher has used areas which has high population of young families of the sampling procedure. The areas used are as follows: 1) Vimanagar -014

2) Chinchwad -044

The assumptions made were that these families are locale of Pune and heir children are being bought up in Pune. Selective sampling was done of mothers whose children were only between age group of 1-3 years old.

3.9.4 Sampling Method / Scheme
Multi-stage sampling method was employed in 3 stages.
First stage: Assembly of various buildings, with young families in areas chosen along with schools and pediatricians
Second stage:Selection of families with young toddlers which also included schools and pediatrician ward where mothers waited for their children.

The mothers of toddlers who were living in Pune formed the final sample of the present study. This type of sampling scheme was deliberately selected because of the characteristics of sample. These characteristics were:

1. Samples had to be mothers.
2. They should have children who were toddlers.
3. They should be residing in Pune city.

Table No. 3.9.4.1
The list of buildings where research was held.
Sr.No.| Building /schools/ pediatricians Address|
1.| Lunkad Gold Cost Survey No. 231, Vimanagar
Pune – 411014, Maharashtra|
2.| Symbiosis International School Survey No. 231, Vimanagar Pune – 411014, Maharashtra|
3. | Apollo Clinics Vimanagar-411014Maharashtra|
4.| Mather & Platt Pumps Ltd. F-2(D), IInd Floor Ltd. Pune Road, Chinchwad, Pune – 411019| 5.| Viman PrideVimanagarPune -411014|

The questionnaire design was the most crucial stage because the total process of quantitative data collection through Survey Method was based on this tool. Following were the considerations kept in mind while designing the questionnaire. a. It must be simple and must be self explanatory.

b. It must procure all the required data which would be useful to meet the general as well as specific objectives of this study. c. I must be able to relate to all mothers.
d. The language of the questionnaire must be simple.
e. It must maintain accuracy and flow to facilitate the respondent to answer quickly. f. It must be easy for digitization of data and most importantly, it must be eco-friendly i.e. it will be using less paper as compared to the usual questionnaires.

Thus with all these, the questionnaire was divided into three parts:

(i) Instructions to the respondents.
(ii) Multiple choice questions.
(iii) Demographics details
(iv) Perceived behaviour.
(v) Preferential ranking
The complete questionnaire was of four pages and it consists of 17 questions with first 6 questions on demographic details followed by perceived and observed behaviour questions. Page numbers 2, 3 and 4 was the actual questionnaire which was to be used and reused. In Pre-testing the same design was tested on the respondents of Pre-testing. 3.10.3 Pre-testing

The pre-testing for the questionnaire was conducted between 3rd March 2013-4th March 2013 on five mothers of toddlers. They were asked to respond to the questionnaire. After they submitted the questionnaire, the researcher had a personal interaction with the each mother in order to understand their opinions and suggestions .The suggestions from the mothers which were found important and necessary for this research were then incorporated into the questionnaire. A modified questionnaire was then ready for the research. There were many suggestions regarding the flow of questionnaire. 3.10.6 Data Collection Procedure

The researcher collected and digitized the data. The list of buildings mentioned in Table No. 3.10.4.2 was used for research. The researcher took a set of 100 copies of questionnaires for the various places to get them filled. The data collection was done by the researcher from 10th March 2013 to 17th March 2013. The data collected by the researcher was again scrutinized. The mothers who had completed the entire questionnaire were considered. Finally, a total of 100 mothers of toddlers were taken as sample to find out the impact of television advertisements on mothers of toddlers. 3.10.7 Digitization of data

Every questionnaire was given a code like 1 ,2 , 3 till 100. The researcher then digitized the data using the standard format of excel sheet provided by the guide. The excel sheet comprised of two data-sheets: 1) Demographic details and multiple choice questions

2) Preferential rating
The master sheet (Annexure 8) was examined by the researcher to facilitate the data analysis process.

3.10.8 Data Analysis
After digitization of the data frequency distribution the percentile was calculated. By manually entering the data and then futhur on analyzing the same. Each question was analyzed with the help of bar graphs for simplicity and then stated as to how different factors ar applicable and getting effected. 5.1 Demographic Details

5.1.1 Age:
In the first question the researcher finds the age of the respondent because the age of the respondent will play a crucial role in the child’s development. The age of respondent will define her maturity and experience in reactions to situations relating to a toddler. The age group will also define the various media the respondents are subjected to and how they interpret different situations. The age group will also define the kind of cultural aspects the mothers have been exposed to. It will also define the various criteria and aspects to take into consideration for the development of their child. The graph shows out of 100, 12 respondents were below the age group of 25, while 20 mothers were between the age group of 25-30, 20 respondents were between the age group of 31-35 years, 31 were between the age group of 36-40 years and 17 were above the age of 40.

This shows that the least number of respondents were in the age group below 25 and maximum were in the age group 36-40 years followed by respondents between the age group 31-35 years and 25-30 years. Hence from thi

s we can infer that about 31% of people were between 36-40 years and next is between 31-35 years and

25-30 years. The above statistics also shows that the respondent’s age is in the higher bracket and hence it might be their second child. The researcher could also infer that respondents now prefer having children at a older age compared to earlier times. 5.1.2 Occupation:

From the 100 respondents none of them were from a government job , about 33% were in a private service, 22% of them were professional and 22% were self-employed.23% were home makers. Hence, maximum numbers of respondents were working in the private service sector followed by home maker and then professional and self employed. The researcher can infer that maximum respondents prefer working rather than being home makers.

5.1.3 Monthly Income

About 42% respondents said that they earn less than Rs 20, 000 and 34% earn between Rs 21,000 and Rs 40,000.Nearly 9% earn between Rs 41,000 and Rs 60,000.Nearly 15% earn more than Rs 60,000. This shows that the maximum percentage of respondents earns less than Rs 20, 000 which would mostly include respondents who are home-makers. Next is 34% who earn between Rs 21,000 to 40,000.15% of respondents earn more than Rs 60, 000 and only 9% earn between Rs 41,000 to Rs 60,000.The above research will help the researcher understand how much purchasing power parity a family will have to spend on health drinks for their children.

5.1.4 Age of the child

About 55% of respondents had children between age group 2-3 years old, about 28% had children above 3 years, about 17% had children between 1-2 years and none of them had children less than 1 year. Hence the complete demographic analysis shows us that the least number of respondents were in the age group below 25 and maximum were in the age group 36-40 years.

This shows more respondents had children at later age and maybe have two children Most of the respondents were working in the private service sector or were homemakers. Most respondents had monthly income less than Rs 20,000, which would mostly include respondents who are home-makers. Next is 34% who earn between Rs 21,000 to 40,000. About 55% of respondents had children between age group 2-3 years old, about 28% had children above 3 years, about 17% had children between 1-2 years and none of them had children less than 1 year. Hence 72% of respondents fell in the required parameters of research. 5.2 Expenditure on health drinks.

The price range for health drinks are as follows:
| 500 gms| 200 gms| 1 kg|
Complan| 218| 122| 368|
Bournvita| 181| 85| 315|
Horlicks| 171| 85| 285|

About 37% of the respondents spent between Rs 200-Rs 400.About 35% spend between Rs 400-Rs 600.22% spend less than Rs 200 and only 6% spend more than Rs 600 in a month. Hence we can infer from this that maximum spend between the brackets Rs 200 to Rs 600 a month which nearly one kg or more per month on health drinks. With this the researcher can calculate the amount of health drink being given to child monthly. If maximum respondents spend between Rs 200-Rs 400, we can approximately say that about 500+ gms of health drink is being consumed by the child on a monthly bases 5.3 Advertisement viewing pattern of mothers

5.3.1 The average amount of time spent by mothers watching television per day. About 41% of mothers spend 1-2 hours watching television, 28% of mothers spend 3-4 hours watching television, 23% spend less than 1 hour and only 8 % spend about more than 4 hours watching television. In one hour about 20 minutes worth of advertising is present . Hence from the above it can be inferred that the respondents spend nearly 20 to 40 minutes watching advertisements approximately. 5.3.2 The mother’s behaviour during advertisements.

About 30% watch the advertisement, 26% surf different channels while 20% do some other work in front of television.16% do some in another room mostly kitchen and 8% watch advertisement in mute. Hence, most of the respondents watch advertisement or surf other channels.

5.3.3 How often do they come across advertisements on health drinks for children on television? 67% of the respondents remember watching health drink advertisements about 2-3 times a day and 33% watch health drinks advertisements atleast once a day. None of the respondents feel that they watch the advertisement less than the frequency of once a day. Using the above data along with 5.3.1 and 5.3.2 it can be inferred that with apporoximately 40 minutes of exposure to advertising ,the respondents would be exposed to health drink advertisements by about 2 to 3 per day. 5.3.4 The mother’s behaviour post seeing the advertisement. About 30% say that they pay no attention to the advertisement; about 27% say they speak to their family/friends about the product before giving it to their child. About 20% say they read up about the product before giving to their child on seeing the advertisement. About 12% go buy the product on seeing the advertisement.

Only 9 % cannot say anything about their decision on seeing the advertisement which varies every time. Only 2% consult the doctor about the product on seeing the advertisement. Hence maximum respondents pay no attention to an advertisement on seeing it. 5.3.5 Opinion about the information, provided by advertisements. About 40% of the respondents do not believe the content about the advertisement.31% of the respondents think the advertisement is factual but still needs to be checked upon.15% believe that the advertisement information needs to be checked by the doctor.10% believe that the advertisement content is factual and must be followed.4% are not sure about the content.

Hence, most respondents feel that the advertisement content on health drinks should not be believed while some also believe that the information maybe factual but needs to be checked. Hence from these questions the researcher can conclude that mothers mostly watch television from 1-3 hours of television. Most of the respondents watch the advertisements or just surf around other channels.

All the mothers surveyed come across advertisements on health drinks atleast once a day and most mothers mostly ignore the advertisements and some consult their friends/family about the product on seeing the advertisement. Using the above data along with 5.3.1 and 5.3.2 it can be inferred that with apporoximately 40 minutes of exposure to advertising ,the respondents would be exposed to health drink advertisements by about 2 to 3 per day. Many mothers feel that the advertisement content on health drinks should not be believed while some also believe that the information maybe factual but needs to be checked.

5.4 Opinions about child’s nutrition.
5.4.1 Preferred mediums for child’s information.
1) Television: An electronic apparatus that receives such signals, reproducing the images on a screen, and typically reproducing accompanying sound signals on speakers. (http://www.thefreedictionary.com/television)

2) Radio: Communication of audible signals encoded in electromagnetic waves. (http://www.thefreedictionary.com/radio)

3) Newspaper: Printed media usually distributed weekly or daily in the form of a folded book of papers. The publication is typically sectioned off
based on subject and content. The most important or interesting news will be displayed on the front page of the publication. Newspapers may also include advertisements, opinions, entertainment and other general interest news. (http://www.businessdictionary.com/definition/newspaper.html#ixzz2Owy9WufW)

4) Magazine: A periodical containing a collection of articles, stories, pictures, or other features. (http://www.thefreedictionary.com/magazine)

5) Internet: A means of connecting a computer to any other computer anywhere in the world via dedicated routers and servers. When two computers are connected over the Internet, they can send and receive all kinds of information such as text, graphics, voice, video, and computer programs. (http://www.businessdictionary.com/definition/internet.html#ixzz2Owz60Bkd)

6) Relatives/Friends

7) Doctor

8) Books: A set of written, printed, or blank pages fastened along one side and encased between protective covers. (http://www.thefreedictionary.com/book)

19% of the respondents feel that it is important to talk to relatives/friends and take their advice about child’s health.20% of mothers feel doctor is the most important for their child’s health.19 % feel internet features are important for their child’s health.15% trust magazines and 12% believe television is a good source. 85% believe that Radio is least important and some believe books and internet is least important source for their child’s health.

5.4.2 Importance of health drink in child’s nutrition.
49% of the respondents were neutral about health drinks being a part of child’s nutrition. 18% believe that the health drinks are important for a child’s nutrition and 12% strongly believe that the health drinks are important for child’s nutrition.15% believe that the health drinks are not important for a child’s nutrition and 6% strongly believe that the health drinks are not important for a child’s nutrition.

5.4.3 Heath practices important for a child’s nutrition.

All the respondents agreed that balanced diet is most important for child’s health and all the mothers also agreed that sports/exercise is very important. 60% respondents believe that the medication is important and 97% respondents give health drinks to their children. Hence we can infer that the most respondents trust mediums such as doctors, relatives/friends, internet for information about their child’s health. Most respondents believe balanced diets and exercise has to follow for child’s nutrition.97% give health drinks to their child. While most respondents give health drinks to their child but were neutral about health drinks being important for a child’s nutrition.

5.5 Health drinks consumption pattern

5.5.1 If the mother does give health drink to the child and for what reasons, does she give it for health reasons or for taste. 30% give their children health drinks for health reasons, 62 % give their child health drinks for taste and not health.5% give health drinks to their children sometimes and three not give it at all. Hence from 97% mothers who give health drinks to their children only 30% believe it is for health reasons, 62% give it for taste while other 5% give it sometimes.

5.5.2 Frequency of giving the health drink to the child.
80% respondents give the health drink to their child twice a day.12% give health drinks once a day. 5% give the health drinks sometimes.The above data helps understand even though mothers do not consider health drinks integral for diet , they still give it for twice a day for taste.

5.5.3 Brand health drink.

Out of the 97% of respondents ,74% give Bournvita to their child, another 18% use Horlicks and 5% use Boost. Hence most of the children like chocolate flavour.

Hence from these the researcher can infer that most mothers give health drinks to their child but some give it for health reasons and some for taste. Most respondents give it twice a day and most of them use Bournvita.

From all the data the researcher has gathered the conclusions would be most of the mothers interviewed were in the age group 36-40 years. Most of the mothers were working in the private service sector or were homemakers. Most mothers had monthly income less than Rs 20,000, which would mostly include mothers who are home-makers. Next is 34% who earn between Rs 21,000 to 40,000.Most of the mothers interviewed had children between 1-2 years old. Most of them spend Rs 200 to Rs 600 on health drinks per month because 80% of mothers give health drinks twice a day to their child ,chocolate being most preferred. Hey give nearly 500+ gms of health drink in a month to their child.Most mothers claim that the advertising content on health drinks does not affect them at all and they don’t believe it and most of them ignore the advertisement or find out more about them.

The mohers are exposed to 2 to 3 adverisements on health drinks per day.Most mothers trust friends/family, doctors and internet for their information on their child’s nutrition and about 97% give their children health drinks. The reason for giving health drinks is mostly taste and health reasons though advertisements according to them do not play a major role in the buying decision. Most mothers are neutral towards the requirement of health drinks to complete a child’s nutrition. Most mothers just give for taste but do not even talk to the doctor before giving these products hence we can say more than advertisements, the reference of friends play an important role in buying. It can be concluded that mothers do not find health drinks important for diet but give it only for taste. According o them advertisements do not play a role in making them buy but references from family do.

Conclusion
From the above discussion the research could reach following findings

1) From the above we can conclude that From all the data the researcher has gathered the conclusions would be most of the mothers interviewed were in the age group 36-40 years. Most of the mothers were working in the private service sector or were homemakers. Most mothers had monthly income less than Rs 20,000, which would mostly include mothers who are home-makers. Next is 34% who earn between Rs 21,000 to 40,000.Most of the mothers interviewed had children between 1-2 years old. 2) Most of them spend Rs 200 to Rs 600 on health drinks per month because 80% of mothers give health drinks twice a day to their child ,chocolate being most preferred. Hey give nearly 500+ Gms of health drink in a month to their child. Most mothers claim that the advertising content on health drinks does not affect them at all and they don’t believe it and most of them ignore the advertisement or find out more about them.

The mothers are exposed to 2 to 3 advertisements on health drinks per day. 3) Most mothers trust friends/family, doctors and internet for their information on their child’s nutrition and about 97% give their children health drinks. The reason for giving health drinks is mostly taste and health reasons though advertisements according to them do not play a major role in the buying decision. Most mothers are neutral towards the requirement of health drinks to complete a child’s nutrition. 4) Most mothers just give for taste but do not even talk to the doctor before giving these products hence we can say more than advertisements, the reference of friends play an important role in buying. It can be concluded that mothers do not find health drinks important for diet but give it only for taste. 5) According to them advertisements do not play a role in making them buy but references from family/friends those.

Limitations
1) As my study was limited to Vimanagar I could get variations among thinking as most people came from same background and income group and hence had similar pattern of thinking and same answers.

Scope for Future study
1) A futhur study can be done and how health drink consumption would vary among various income groups and various backgrounds of people as well as the reason for same.

Utility of study
1) He study could be utilized by various health drink companies as to what mothers think about their advertisements and consumption of health drinks.

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