Custom writings on Vegemite of consumer research (Advertising)
Advertising of foodstuff has become an integral part of our everyday life. Some people like the proverb “We are, what we eat”. Partially this is correct, healthy food plays a vitally important role in our lives, however very often people don’t have time, don’t have wish or simply don’t have enough knowledge for improving their eating habits and passions. Studies, conducted in the Scripps Research Center, showed, that junk food has even some addictive properties, which is close to drugs (Choueka, 2005). A rat, which had been eating junk food for several days, becomes dependant on this food pleasure, thus there are changes in its brain and as soon as junk food is replaced by other healthy foods, the animals refused to eat at all and preferred starving. Situation with people is probably not so pitiably, however serious enough. However, the fact is that this type of food still remains popular and demand for it grows. Probably it is possible due to well worked out advertising campaigns and the correct combination of the advertising techniques used. Still, after making a brief research of customers’ satisfaction, it is clear, that there is always a place for improvements. custom writings
People, who like junk food, especially children and teenagers are often not aware of all the hazards of this type of food, they just don’t think, that junk food has so much fat in it, that such loads of saturated fats would absolutely negative influence their figure and weight. Especially a great problem in case of unhealthy food is caused for children and teenagers. I have a great example under my very nose – this is my cousin, who is a teenager and is a real fan of junk food. Her daily food allowance consists mostly of hamburgers, pizza, cola, ice, bars of chocolate and so on. Having communicated with her about what she finds useful or special about these products, I could point out several reasons of this. First of all there is always a good example of her friends – eating the same type of food. When they go out together or celebrate any holiday – junk food is the best choice for them. She is young and inexperienced and thus not able yet to cook herself, that’s why, if she is alone at home – the quickest and the easiest way for her is to call pizzeria. And finally the most important reason is advertising. “Fast food advertising is the promotion of fast food products and ventures through a variety of media. Fast food advertising campaigns are not as highly regulated as some other products, such as those imposed on alcohol advertising, but there are often public calls for their promotion to be minimized” (Caroline, 2006).
Specialists, who work out the advertising programs for junk food realize, that the major target audience for such type of advertising consists of children and teens, who are the most frequent buyers of this food. They mostly do not consider the risks for health at their age and are not much interested in the problems and issues, related to healthy nutrition. What are their needs and expectations about such kind of food? Consumers care for the price, for the taste and for the availability of the product first of all. Besides there are other ruses, used by the fast food advertisers, like for example the well known Happy Meal from McDonald’s contains toys, which can not be purchased without this food. Thus obtaining of these toys is another argument for junk food for children and makes this food customer centered. The clown-like symbol of McDonald’s is also a catchy step for attraction attention of children. Special advertising campaigns were worked out for young people as well – “advertising towards a different demographic – young teenage and college-age men – with trendy, often sexualized, imagery and messages that target men’s supposed desire for large, meat-filled burgers and rich, satisfying food” (Hein, 2005). Thus we could conclude here, that customer perception of fast food includes bright symbols, attractive offers (Big Mac Menu), new products or modification of the old products, additional services, including for example separate room for children and so on.
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