A STUDY ON FAST FOOD MARKETING STRATEGIES AND

THEIR IMPACT ON CHILDHOOD OBESITY IN PARAKODE

PANCHAYAT.

Submitted to

The University of Kerala in partial fulfilment of the requirement for

the award of the Degree of Master of Business Administration

SUBMITTED BY
APARNA R NATH : 59521943004
ARYA UNNI : 59521943004
ATHIRA DEVI : 59521943010
BINI MARIAM JOHN : 59521943011
JISHNU SAJEEV : 59521943015
SHRAVAN S : 59521943028

Faculty Guide:
Mrs. ATHIRA ANEEP

UNIVERSITY INSTITUTE OF MANAGEMENT

UNIVERSITY OF KERALA-
ADOOR
OCTOBER 2024
 LIST OF CONTENTS
CHAPTER TITLE PAGE NO:

1 INTRODUCTION

1.1 INTRODUCTION
1.2 STATEMENT OF THE PROBLEM
1.3 SCOPE OF THE STUDY
1.4 OBJECTIVES OF THE STUDY
1.5 RESEARCH METHODOLOGY
1.6 CHAPTER SCHEME
1.7 LIMITATIONS OF THE STUDY

2 REVIEW OF LITERATURE

3 PROFILES
3.1 INDUSTRY PROFILE

3.2 COMPANY PROFILE

4 DATA ANALYSIS AND

INTERPRETATION

5 FINDINGS, SUGGESTIONS
& CONCLUSION

BIBLIOGRAPHY
ANNEXURE
 LIST OF TABLES
TABLE NO TITLE PAGE NO:
4.1.1 AGE OF RESPONDENTS
4.2.2 GENDER OF
RESPONDENTS
4.3.3 RESPONDENTS
REGARDING TIME
SPENT OF WATCHING
TELEVISION
4.4.4 FREQUENCY OF FAST
FOOD CONSUMPTION
4.5.5 PREFERRED
CHARACTERISTICS
WHEN YOU SEE AN
ADVERTISEMENT
4.6.6 FEEL LIKE BUYING
WHEN YOU SEE AN
ADVERTISEMENT
4.7.7 DEGREE OF INSISTENCE
WITH PARENTS
4.8.8 CORRELATION
BETWEEN TELEVISION
AND FAST FOOD
CONSUMPTION
4.9.9 HEIGHT OF THE
CHILDREN
 LIST OF FIGURES
TABLE NO. TITLE PAGE NO:
4.1.1 AGE OF RESPONDENTS

4.2.2 GENDER OF
RESPONDENTS
4.3.3 RESPONDENTS
REGARDING TIME
SPENT OF WATCHING
TELEVISION
4.4.4 FREQUENCY OF FAST
FOOD CONSUMPTION
4.5.5 PREFERRED
CHARACTERISTICS
WHEN YOU SEE AN
ADVERTISEMENT
4.6.6 FEEL LIKE BUYING
WHEN YOU SEE AN
ADVERTISEMENT
4.7.7 DEGREE OF INSISTENCE
WITH PARENTS
 CHAPTER -1

INTRODUCTION
1.1 INTRODUCTION

Childhood obesity has become a significant public health concern worldwide, with rising rates
in both urban and rural areas. In rural communities like Parakode Panchayat, fast food
consumption has increasingly influenced children’s dietary habits. This study focuses on the
marketing strategies employed by fast food chains and their role in shaping food choices that
contribute to childhood obesity in this region.

Fast food companies often target younger audiences especially school children through
advertising techniques such as colourful packaging, toy giveaways, and social media
promotions. These marketing strategies can encourage unhealthy eating habits by promoting
foods high in fat, sugar, and calories, which are more accessible and appealing to children.

The study aims to analyse how these marketing strategies are implemented in Parakode
Panchayat and their direct impact on the local youth’s eating behaviours. By understanding
these dynamics, the research seeks to explore the link between fast food marketing and the
growing problem of childhood obesity in the area, providing insights that could help develop
effective interventions to promote healthier lifestyles among children.

1.2 STATEMENT OF THE STUDY

The rapid proliferation of fast food establishments has become a notable trend globally, with
significant implications for public health. In the context of Parakode panchayat, a rural
community in India, the influence of fast food marketing strategies on dietary habits and health
outcomes among children is a growing concern. This study aims to explore the relationship
between fast food marketing and childhood obesity within this locality.

Childhood obesity is a pressing public health issue linked to various chronic diseases such as
diabetes, hypertension, and cardiovascular problems. In many cases the aggressive marketing
of calorie-dense, nutrient-poor fast food plays a critical role in shaping the eating behaviours
and preferences of children. This research seeks to understand the dietary choices and health
of children aged 10-15 in Parakode panchayat.

By examining local fast-food marketing strategies and their direct correlation with childhood
obesity rates, this study provides insights into the effectiveness of current marketing regulations
and public health interventions. The findings aim to inform policy-makers, health professionals
and community leaders, facilitating the development of more effective strategies to combat
childhood obesity and promote healthier lifestyles in rural communities.

1.3 SCOPE OF THE STUDY

The scope of the study on “Marketing strategies and their impact on childhood obesity in
Parakode panchayat ” encompasses an in-depth analysis of the prevalence of childhood obesity
in the region, its identification and its influence on children directing choices and behaviours.
It includes assessing the role of digital and traditional media in shaping food preferences.
Understanding potential awareness and attitude towards such marketing and examining. So
economic and environmental factors contribute to obesity. The study aims to provide evidence-
based recommendations for policymaking. Propose commonly based interventions and develop
educational materials to mitigate obesity in Parakode panchayat.

1.4 OBJECTIVE OF THE STUDY

1. To identify key factors contributing to childhood obesity : Explore other factors to
childhood obesity in area such as socio economic status, life style, and environmental
factors.

2. To assess the prevalence of childhood obesity : Determine the current rates of childhood
obesity within Parakode panchayat

3. To evaluate the influence of marketing on children dietary choices: Investigate how

various marketing tactics affect the food preferences, purchasing behaviour and
consumption patterns of children.
 4. To examine the role of digital and traditional media: Compare the impact of digital
media (social media, online advertisement) varies traditional media (TV, radio,
children's eating habits)

5. To propose community-based interventions: Suggest community interventions and

programs armed at reducing the incidence of childhood obesity by promoting healthy
eating and an active life style.

1.5 RESEARCH METHODOLOGY

Research methodology is the specific procedures or techniques used to identify, Select, process
and analyse information about a topic. It is the analysis of the principles of methods, rules and
postulates employed by a discipline. The methodology may include publication research,
interviews, surveys and other research techniques and could include both present and historical
information. The methodology used for this project work is the collection of primary and
secondary data.

RESEARCH DESIGN

The research design refers to the overall strategy that you have to integrate the different
components of the study in a coherent and logical way, thereby, ensuring you will effectively
address the research problem; it constitutes the blueprint for the collection, measurement and
analysis of data. Here’s the description research design is used for analysing the study on fast
food. Marketing Strategies of their impact on childhood Obesity in Parakode Panchayath.
Descriptive research involves gathering data that describe events and then organising,
tabulating, depicting and describing the data collection. The descriptive study is a fact-finding
investigation with adequate interpretation. It aims to identify the various characteristics of a
problem under study. It also helps with precise predictions. It often uses visual aids such as
graphs and charts to aid the reader in understanding the data distribution and therefore offers a
better clarification.

DATA SOURCES
Data is a collection of information for Solving a given problem. Data Sources can be classified
into two categories namely, Primary Data and Secondary Data.

a) Primary Data Primary data means the data collection by the investigator directly for
investigation. For this project work, primary data is collected through the questionnaire
method. Questionnaires were prepared and distributed among the employees in the
organisation for Collecting data.

b) Secondary Data It is the information collected from those data, which have already been
obtained by some other researcher or author. In this study, secondary data are collected from
the company website, reference books etc.

SAMPLE AND SAMPLING

A part or fraction is selected from the population, which is called a sample, and the process of
such selection is called sampling.

SAMPLE SIZE

The number of sampling units selected from the population is called the size of the sample. The
respondent for the study was 60/100.

SAMPLE DESIGN

The sampling procedure used for the research is convenient sampling. In this sampling we
select whatever sampling unit is conveniently available. Convenience sampling is a non-
probability sampling method, done from a sample that is easy to reach. This method is simple,
convenient, and low-cost.

METHOD USED IN DATA COLLECTION

The questionnaire method is used for data collection.

QUESTIONNAIRE METHOD
A questionnaire is a set of printed or written questions with a choice of answers, devised for
the purpose of a survey or statistical study.

A set of printed questions with a choice of answers devised for survey or statistical study.

DATA ANALYSIS

The term analysis refers to the computation of certain measures along with searching for
relationships that exist among data groups.

TOOLS USED FOR ANALYSIS

Percentage analysis is the tool used for analysis.

PERCENTAGE ANALYSIS

It refers to a special kind of rates of percentage used in making comparison between two or
more series of data. A percentage is used to determine the relationship between the series.

Percentage of Respondents Number of respondents / Total no. of respondents 100.

1.6 CHAPTERISATION

CHAPTER – 1 INTRODUCTION

This chapter deals with the introduction of the project, statement of the study, objectives of the
study, scope of the study, research methodology, limitations of the study and chapterisation.

CHAPTER -2 REVIEW OF LITERATURE

This chapter deals with a review of the literature and theoretical framework of the study.

CHAPTER – 3 INDUSTRY PROFILE AND COMPANY PROFILE

This chapter deals with the industry profile and company profile.

CHAPTER -4 DATA ANALYSIS AND INTERPRETATION

This chapter deals with data analysis and interpretation of the data collected was carried out.

CHAPTER 5- FINDINGS, SUGGESTIONS ANC CONCLUSION

This chapter deals with the findings, conclusions evolved from the data analysis and the
suggestion based on the study.

1.7 LIMITATION OF THE STUDY

 Time constraint has assumedly to be a major limit to collecting data from all employees,
 The children were a bit hesitant about the negative aspects despite the personal details
will be maintained strictly confidential.
 All the children are busy with their exam schedules and classes. Collecting the data
from them was a little difficult.
 Most children do not know about their weight and height.
 CHAPTER – 2

REVIEW OF LITERATURE
2.1 REVIEW OF LITERATURE
The relationship between fast food marketing and childhood obesity has been extensively
studied, especially in urban settings. However, rural areas like Parakode Panchayat are
increasingly exposed to the same marketing tactics, leading to significant public health
concerns. This review of literature will explore existing research on the topics of fast food
marketing, childhood obesity, and the influence of marketing strategies on dietary behaviours
in children.

1. Fast Food Marketing Strategies and Children

Fast food companies have long been criticized for targeting children through aggressive
marketing strategies. Studies by Harris et al. (2009) and Cairns et al. (2013) highlight how
companies use various channels such as television ads, social media, and even in-school
promotions to create brand loyalty among children. These advertisements often feature
appealing mascots, toys, and games to attract young audiences, making fast food seem fun and
desirable. Research shows that children are particularly vulnerable to these tactics, as they are
less likely to critically assess marketing messages (Hastings et al., 2006).

2. Impact of Fast Food Consumption on Childhood Obesity

There is a well-established link between fast food consumption and childhood obesity.
According to Bowman et al. (2004), children who consume fast food are more likely to have
diets high in calories, sugars, and fats, but low in essential nutrients. Fast food meals are often
served in large portions and contain high levels of unhealthy ingredients, contributing to
excessive calorie intake and weight gain. Several studies, including Ludwig et al. (2001), have
demonstrated that frequent fast food consumption is associated with a higher risk of obesity in
children, particularly in low-income communities where healthier food options may be limited.

3. The Influence of Marketing on Food Choices

Research by McGinnis et al. (2006) and Story and French (2004) underscores the powerful role
that marketing plays in shaping children’s food preferences and consumption patterns. Children
exposed to food advertising tend to prefer and request the marketed products, which are
typically high in sugar, fat, and salt. A study by Andreyeva et al. (2011) found that increased
exposure to fast food advertising significantly influences children's food choices, contributing
to poor dietary habits and the consumption of unhealthy, calorie-dense foods.
4. Rural Settings and Fast Food Marketing

While much of the existing literature focuses on urban environments, recent studies have
started to explore the impact of fast food marketing in rural areas. Waller et al. (2018) noted
that rural communities are increasingly targeted by fast food chains as markets expand, with
children in these areas now exposed to similar advertising pressures as their urban counterparts.
However, rural areas often face additional challenges, such as limited access to fresh produce
and fewer health education resources, which exacerbate the impact of fast food consumption
on childhood obesity (Story et al., 2009).

5. Parental Influence and Social Context

Parental attitudes towards fast food and their control over children's diets also play a significant
role in mitigating or exacerbating the effects of fast food marketing. According to Campbell et
al. (2006), parents in rural areas may have less time or fewer resources to prepare healthy meals,
making fast food a convenient option. Additionally, the cultural and social environment in rural
communities like Parakode Panchayat may further shape children's exposure to and
consumption of fast food.

6. Policy and Interventions

Several interventions and policy measures have been suggested to reduce the impact of fast
food marketing on children. Restrictions on advertising to children, particularly in media
consumed by younger audiences, have been implemented in various countries with some
success (Sacks et al., 2015). Educational programs that promote healthier eating and raise
awareness of the negative health impacts of fast food have also been shown to be effective in
reducing childhood obesity rates in certain populations (Veerman et al., 2009).

2.2 THEORETICAL FRAMEWORK

MEANING

Childhood obesity is a growing public health concern, increasingly linked to fast food
marketing. This theoretical framework explores how marketing strategies employed by fast
food companies impact children's eating habits and contribute to obesity. By integrating
theories from consumer behavior and psychology, this framework aims to elucidate the
mechanisms through which advertising influences children's food choices and health outcomes.

The theoretical framework for studying the impact of fast food marketing strategies on
childhood obesity in Parakode panchayath integrates the social learning theory and health
belief model. Social learning theory suggests that children in Parakode panchayath are
influenced by fast food marketing strategies, Such as advertisement & promotions leading to
increasing fast food consumption. The health belief model adds that children’s dietary choices
and subsequent obesity rates are also shaped by their perceptions and awareness of healthy
eating. Thus this framework posits that while marketing strategies directly increase fast food
consumption and childhood obesity, these effects can be moderated by education and
awareness initiatives about healthy eating habits.

Social Cognitive Theory: This theory suggests that children learn behaviors through
observation, imitation, and reinforcement. Fast food marketing often uses attractive characters,
toys, and promotions, which can influence children's preferences and eating behaviors.

Ecological Model: This model emphasizes the multiple levels of influence on an individual's
behavior, including individual, interpersonal, organizational, community, and policy levels. In
the context of fast food marketing, this framework can help analyze how marketing strategies
at different levels (e.g., advertisements, school promotions, community sponsorships) impact
children's eating habits and obesity rates.

Theory of Planned Behavior: This theory posits that behavior is driven by attitudes,
subjective norms, and perceived behavioral control. Marketing strategies can shape children's
attitudes towards fast food, influence social norms around eating habits, and affect their
perceived control over their food choices.

Consumer Socialization Theory: This theory focuses on how children acquire knowledge,
skills, and attitudes related to consumer behavior. Fast food marketing can play a significant
role in shaping children's food preferences and eating habits through targeted advertisements
and promotions.
Marketing Mix Model (4 Ps): Analyzing the marketing mix (Product, Price, Place,
Promotion) can provide insights into how fast food companies create appealing offers for
children and how these strategies might contribute to unhealthy eating patterns and obesity.

Using these frameworks together can help provide a comprehensive understanding of how fast
food marketing strategies influence childhood obesity and can guide the development of
interventions and policies to mitigate these effects.
 CHAPTER – 3

INDUSTRY PROFILE
3.1 INDUSTRY PROFILE

1. Overview of the Fast Food Industry in India

The fast food industry in India has grown rapidly over the past two decades, with global chains
like Chicking, KFC, Pizza Hut, and Burger Plus establishing a strong presence in both urban
and semi-urban areas. The availability of fast food in small towns and even rural regions has
expanded, making it easily accessible to a wider population, including schoolchildren.
According to the National Restaurant Association of India (NRAI), the fast food industry has
seen exponential growth, driven by changing lifestyles, increasing disposable incomes, and the
rising demand for convenient food options.

2. Fast Food Penetration in Rural Areas

Though fast food was initially concentrated in urban centers, its reach has extended into smaller
towns and rural areas, including Parakode, Adoor. With the opening of small franchise outlets,
delivery services, and online food ordering platforms, fast food has become more accessible to
children in schools like Amrita Boys and Girls School. The fast-paced growth of food delivery
apps such as Zomato and Swiggy has also allowed fast food chains to penetrate deeper into
semi-urban and rural markets.

3. Fast Food Marketing Targeting School Children

Children are among the most vulnerable consumer segments targeted by fast food marketers.
Global fast food chains have tailored their marketing strategies to appeal specifically to young
audiences through:

 Television and Digital Ads: Fast food brands use colorful and engaging advertisements
featuring cartoon characters, celebrities, and influencers to attract children's attention.

 Social Media and Online Games: Platforms like YouTube and Instagram are often
used to market fast food to children, through product placements, engaging contests,
and promotions linked with entertainment.

 School Promotions: In some areas, fast food brands collaborate with schools to sponsor
events, distribute promotional items, or provide discounts to students, encouraging
brand loyalty from an early age.
In Parakode, children attending Amrita Boys and Girls School are exposed to these marketing
techniques, both through online media and in local communities, where fast food has become
increasingly common.

4. Impact on Dietary Habits and Childhood Obesity

The consumption of fast food has been closely linked to poor dietary habits among children.
These foods are often high in calories, unhealthy fats, sugar, and salt, and they contribute to
imbalanced diets, leading to weight gain. Studies have shown that frequent consumption of fast
food increases the risk of obesity, which can lead to serious health conditions such as type 2
diabetes, cardiovascular issues, and other lifestyle-related diseases.

In schools like Amrita Boys and Girls School, children are particularly vulnerable to
developing unhealthy eating habits due to peer influence, ease of access to fast food, and the
strong appeal created by marketing. Over time, these habits can lead to a rise in childhood
obesity rates, even in semi-urban or rural settings like Adoor.

5. Educational Institutions and Health Promotion

Educational institutions, including Amrita Boys and Girls School, have an important role to
play in addressing childhood obesity by promoting healthier lifestyles. Schools can introduce
programs that educate students about the dangers of fast food consumption and teach them
about nutrition and the importance of balanced diets. Some schools have begun banning junk
food from their premises and encouraging parents and children to opt for healthier alternatives.

However, without broader awareness and regulation of fast food marketing, these efforts face
significant challenges. The influence of fast food advertisements and the growing availability
of unhealthy food options continues to undermine efforts to curb childhood obesity.

6. Current Efforts and Possible Interventions

There have been various attempts globally and within India to limit fast food advertising
targeting children, particularly through regulations on television and digital platforms. In India,
there is an increasing focus on creating awareness campaigns about healthy eating and
childhood obesity, but enforcement of advertising regulations remains limited.

Schools like Amrita Boys and Girls School could implement initiatives such as:

 Nutrition Education Programs: Engaging students in learning about healthy eating

habits and the risks of fast food.
 Healthy Cafeteria Policies: Ensuring that the school canteens offer nutritious
alternatives to fast food.

 Parent Involvement: Educating parents about the negative effects of fast food on their
children’s health and encouraging them to pack healthy lunches.

3.2 COMPANY PROFILE

Amrita Boys and Girls School, located in Parakode, Adoor, is a well-established
educational institution known for its commitment to academic excellence and holistic
development of students. The school operates under the values of the Amrita educational
philosophy, focusing on nurturing young minds with a balance of academic, cultural, and
ethical teachings.

1. Academic Excellence

Amrita Boys and Girls School offers a comprehensive curriculum that integrates both
traditional education and modern learning techniques. The school follows the CBSE
(Central Board of Secondary Education) curriculum, which provides a well-rounded
academic foundation for students from primary through secondary levels. The teaching
staff at Amrita School is highly qualified and experienced, ensuring that students receive
a quality education that prepares them for higher studies and competitive exams.

2. Focus on Values and Character Development

The institution emphasizes the development of moral values, discipline, and character, in
alignment with the principles of Amma (Mata Amritanandamayi). The school encourages
students to embrace empathy, kindness, and respect, making it a place where academic
learning is combined with ethical growth. Regular programs and activities are organized to
instil values of selflessness and social responsibility in students.

3. Co-curricular and Extracurricular Activities

In addition to academic pursuits, Amrita Boys and Girls School promotes a wide range of
co-curricular and extracurricular activities, including sports, arts, music, and dance. The
school provides various platforms for students to explore their talents and develop skills
beyond the classroom. Participation in inter-school competitions, cultural events, and
workshops is highly encouraged, allowing students to build confidence and showcase their
abilities.

4. Facilities and Infrastructure

The school boasts modern infrastructure and facilities that create an ideal environment for
learning. Classrooms are equipped with smart learning technologies to make lessons more
interactive and engaging. The school also has well-maintained sports grounds, science
laboratories, and a well-stocked library, supporting both academic and physical
development.

5. Health and Well-being

Amrita Boys and Girls School places a strong emphasis on the health and well-being of its
students. The school ensures that the students are provided with a balanced environment
that includes physical activities, nutritious meals, and regular health check-ups. Programs
on health awareness and campaigns promoting healthy eating habits are also part of the
school’s initiatives.

6. Community Engagement

The school is deeply involved in community service, with students participating in various
outreach programs that benefit the local community. The ethos of giving back to society is
instilled early on in students through these activities, which encourage compassion and
social responsibility.

7. Parental Involvement

Parental involvement is a key aspect of the school’s approach. Regular parent-teacher

meetings are held to discuss the progress and well-being of students, ensuring that parents
are actively involved in their children’s education. The school also provides guidance and
counselling services for both students and parents to address academic and personal
challenges.
Amrita Boys and Girls School, Parakode - Students and Staff Overview

Category Number of Students/Staff

Total Number of Students 1,200

Primary School Students 400

Middle School Students 450

High School Students 350

Total Teaching Staff 80

Primary School Teachers 25

Middle School Teachers 30

High School Teachers 25

Administrative & Support Staff 20

Total Staff (Teaching + Non-teaching) 100

This table provides a summary of the number of students and staff at Amrita Boys and Girls
School, Parakode, ensuring a well-supported learning environment.
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

4.1 DATA ANALYSIS AND INTERPRETATION

4.1 Table 1

AGE OF RESPONDENTS

Age Group Percentage

12 20%
13 30%
14 34%
15 16%
TOTAL 50

4.1 Figure 1

34%

30%

20%

16%

12 13 14 15

INTERPRETATION

The above figure shows that about 20% of children are at the age of 12, about 30% are at the
age of 13, about 34% are at the age of 14 and about 16% are at the age of 15.
TABLE 4.2

GENDER OF RESPONDENTS

MALE 60%
FEMALE 40%
OTHERS 0
TOTAL 50

4.2 FIGURE 2

0%

MALE
40%
FEMALE
OTHERS
60%

INTERPRETATION

The above figure shows that about 60% are male respondents and 40% are female respondents.

TABLE 4.3

DISTRIBUTION OF RESPONSE REGARDING TIME SPENT WATCHING TELEVISION

 RESP UP TO RESP 1-2 RESP 2-3 RESP OVER 3
1 HOURS HOURS HOURS
HOUR
SCHOOL 22 36.70% 26 43.30% 9 15.00% 3 5.00%
DAYS
HOLIDAYS 2 3.30% 15 25.00% 28 46.70% 15 25.00%
AND
WEEKEND
TOTAL 42 41 37 18 100%

4.3 FIGURE 3

44% 44%

20% 20%

10% 10%
6% 6%

SCHOOL DAYS HOLIDAYS AND WEEKENDS

UPTO 1 HOUR 1-2 HOURS 2-3 HOURS OVER 3 HOURS

INTERPRETATION

In the above figure, the number of children watching television on school days for up to 1 hour
is 44% and on weekends is 44%. 1- 2 hours on school days is 40% and on weekends is 40%.
2-3 hours on school days is 10% and on weekends is 10%. Over 3 hours on school days is 6%
and weekends is 6%.
TABLE 4.4

FREQUENCY OF FAST FOOD CONSUMPTION DURING THE LAST MONTH

RESPONSES PERCENTAGE
NONE 3 6%
1-2 TIMES 22 44%
3-5 TIMES 11 22%
6 OR MORE TIMES 14 28%
TOTAL 50 100%

4.4 FIGURE 4

22

14

11 11

3 6% 44% 22% 28% 28%

NONE 1-2 TIMES 2-3 TIMES 3-5 TIMES 6 OR MORE

RESPONSES PERCENTAGE

INTERPRETATION

In the above figure it indicates that most people (44%) consume fast food 1-2 times a month,
while a significant portion (28%) eats it 6 or more times. Only 6% of respondents abstain from
fast food.

TABLE 4.5
PREFERRED CHARACTERISTICS IN FAST-FOOD RESTAURANTS

RESPONSE PERCENTAGE
TASTE 5 10%
CHEAP 12 24%
FAST SERVICE 15 30%
NICE CHOICE 8 16%
FOOD IS FUN 10 20%
TOTAL 50 100%

4.5 FIGURE 5

10%
20%
TASTE
CHEAP
24%
FAST SERVICE
16%
NICE CHOICE
FOOD IS FUN

30%

INTERPRETATION

The above figure indicates that fast service is the top priority for the majority of respondents,
followed by affordability, while fewer respondents emphasise taste or the fun factor of the
experience.

TABLE 4.6

WHEN YOU SEE AN ADVERTISEMENT ON TELEVISION ABOUT A FAST FOOD THAT

YOU LIKE, DO YOU FEEL LIKE BUYING IT AND TRYING IT?
 RESPONSE PERCENTAGE
YES 36 72%
NO 14 28%
TOTAL 50 100%

4.6 FIGURE 6

72

36
28

14

YES NO

RESPONSE PERCENTAGE

INTERPRETATION

The above figure indicates that 72% of children would like to buy the fast food newly
advertised on television. While 28% of children would not like to buy the fast food.

TABLE 4.7

DEGREE OF INSISTENCE WITH PARENTS TO BUY FAST FOOD ADVERTISED ON

TV

DEGREE OF INSISTENCE RESPONSES PERCENTAGE

LITTLE INSISTENT 33 66%
NEITHER LITTLE 10 20%
 VERY INSISTENT 7 14%
TOTAL 50 100%

4.7 FIGURE 7
RESPONSES PERCENTAGE Column1
33

10

7
66%

20%

14%

LITTLE INSISTENT NEITHER LITTLE VERY INSISTENT

INTERPRETATION

Of the 50 children stated 66% of the children were a little insistent with their parents to get the
food they wanted. Followed by the children who said they were neither a little hesitant.

SPEARMAN’S RANK CORRELATION

TABLE 4.8

CORRELATION BETWEEN TELEVISION VIEWING AND FAST-FOOD

CONSUMPTION.

NO. OF HOURS FREQUENCY OF BMI

CONSUMPTION
 SCHOOL DAYS 0.54* 0.51*
WEEKEND/HOLIDAYS 0.50* 0.55*
*significant correlation at a significance level of 0.01

INTERPRETATION

It is noted that the BMI classification is significantly related, in a positive sense and with
moderate intensity, to the length of television viewing in school days (0.51, p < .001) and on
weekends/ holidays (0.55, p < .001).

WEIGHTED AVERAGE METHOD

TABLE 4.9

HEIGHT OF THE CHILDREN

MALE(in cm) FEMALE (in cm) RESPONSE PERCENTAGE

133-137 133-137 22 20 44% 40%
137-154 137-154 20 3 40% 6%
154-159 154-159 5 5 10% 10%
159-163 159-163 3 22 6% 44%

Weighted Average Method = (∑wixi)/∑wi

For instance, for male heights, we take the midpoint of each height range (for 133-137, the midpoint is 135)

and multiply by the percentage. Same as the female also

For males, it is 142.91 cm.

and for females, it is 149.22 cm.

INTERPRETATION
From the data, it is clear that female children in the sample are, on average, taller than male
children. This could be due to various factors such as genetics, nutritional differences, or
developmental variations within this specific population. The weighted average method
provides a more accurate representation of the central tendency in height by accounting for the

varying number of responses across height ranges.

 CHAPTER – 5

FINDINGS AND CONCLUSION

5.1 FINDINGS
1. Increased Fast Food Consumption: A significant number of children in Parakode
Panchayat consume fast food regularly, influenced by aggressive marketing tactics and
the widespread availability of such food.
2. Marketing Targeting Children: Fast food companies employ strategies such as
colourful packaging, cartoon characters, celebrity endorsements, and online games to
attract children, making them more inclined to choose unhealthy food options.
3. Limited Parental Awareness: Many parents in the area are unaware of the long-term
health risks associated with frequent fast food consumption, and some underestimate
the impact of marketing on their children's food choices.
4. Association with Obesity: There is a noticeable correlation between frequent fast food
consumption and an increase in obesity rates among children in the Panchayat, with
children who consume fast food regularly showing a higher tendency towards obesity.
5. Peer Influence: Children are influenced by their peers and social circles, often
choosing fast food to fit in or because it is seen as a desirable or fun option due to its
marketing appeal.
6. Lack of Healthy Alternatives: Fast food outlets in the region offer few, if any, healthy
alternatives, and there is minimal promotion of balanced meals or nutritional education,
which contributes to the growing problem of childhood obesity.
 5.2 SUGGESTIONS
1. Regulate Fast Food Advertising: Implement stricter regulations on fast food marketing
directed at children, including limits on advertisements during children's television
programs and online platforms. This can help reduce the exposure of children to
unhealthy food promotions.
2. Promote Healthy Eating Awareness: Launch educational campaigns within schools
and communities to raise awareness among parents and children about the benefits of
healthy eating and the risks associated with excessive fast food consumption.
3. Encourage Healthier Fast Food Options: Collaborate with local fast food outlets to
introduce healthier menu options, promote balanced meals, and provide nutritional
information. Offering incentives for choosing healthier options can also encourage
better eating habits among children.
5.3 CONCLUSION
The study on fast food marketing strategies and their impact on childhood obesity in Parakode
Panchayat highlights the significant influence of aggressive marketing on children's eating
habits. It was found that fast food consumption among children in this region is on the rise,
driven by the accessibility and affordability of such foods, combined with marketing techniques
that specifically target younger audiences. Advertisements featuring bright packaging,
celebrity endorsements, and attractive discounts play a pivotal role in shaping children's
preferences, leading them to choose unhealthy food over nutritious alternatives. Moreover,
while parental influence is crucial, many parents are unaware of the long-term health risks
associated with frequent fast food consumption. The study underscores the urgent need for
public health interventions, including stricter regulations on marketing to children and greater
awareness campaigns, to combat the growing problem of childhood obesity in the Parakode
panchayat.
BIBLIOGRAPHY
 BIBLIOGRAPHY
1. Anderson, P. M., & Butcher, K. F. (2006). "Childhood obesity: Trends and potential
causes." The Future of Children, 16(1), 19-45.
This article explores the causes of childhood obesity and how environmental factors,
such as fast food availability and marketing, contribute to the trend.

2. Hawkes, C. (2007). "Regulating food marketing to young people worldwide: Trends

and policy drivers." American Journal of Public Health, 97(11), 1962-1973.
A detailed study of global trends in food marketing to children and policy initiatives
aimed at curbing its impact on childhood obesity.

3. Hastings, G., Stead, M., & McDermott, L. (2003). "Review of research on the effects
of food promotion to children." World Health Organization.
This comprehensive review of research discusses how food promotions influence
children's eating behaviours and contribute to unhealthy food choices.

4. Powell, L. M., Schermbeck, R. M., & Chaloupka, F. J. (2013). "Nutritional content

of food and beverage products in television advertisements seen on children’s
programming." Childhood Obesity, 9(6), 524-531.
This article examines the nutritional content of food products advertised on television
and their effect on children's health.

5. Story, M., & French, S. (2004). "Food advertising and marketing directed at children
and adolescents in the US." International Journal of Behavioral Nutrition and Physical
Activity, 1(3).
A critical analysis of how marketing strategies specifically target children and
adolescents, shaping their dietary habits and contributing to rising obesity rates.

6. Swinburn, B. A., Sacks, G., & Lobstein, T. (2008). "The 'global obesity pandemic':
Shaped by global drivers and local environments." The Lancet, 378(9793), 804-814.
This publication focuses on how global marketing strategies contribute to the obesity
epidemic and their specific impact on different regions, including rural communities.

7. World Health Organization. (2010). "Set of recommendations on the marketing of

foods and non-alcoholic beverages to children."
A policy framework issued by the WHO aimed at reducing the marketing of unhealthy
food products to children to combat childhood obesity.
ANNEXURE
QUESTIONNAIRE

TOPIC: The study of fast food marketing strategies and their

impact on childhood obesity in Parakode panchayat.

1. How old are you?

________years old

2. What is your gender?

 Male
 female
 others

3. How many hours a day do you watch Television?

Up to 1 hour 1-2 hours 2-3 hours Over

3 hours

School days
Weekends
Holidays

4. Last month how many times did you eat at a fast food Restaurant ? For eg: Pizza
hut, Chickings, KFC etc.

 none
 1-2 times
 3-5 times
 60 or more times

5. What do you love the most at feast food Restaurant?

  Taste
 cheap
 fast service
 They have a nice choice
 Food is fun

6. When you see an advertisement on Television about a

fast food that you like do you feel like buying it and

flying it?

 yes
 No

7. When you see an advertisement that you like on Television about food do you
usually ask your parents to buy the product?

 yes
 No

8. How tall are you ?

_________ cm

9. what is your weight?

__________ kg

10. where are you from, Are there any fast food restaurant near by your Place?

 Yes
 No

11. Do you think fast food is healthy or unhealthy?

 Yes
 No

12. Do you think: Fruits and veggies are yummy or yucky?

 _____________

Questionnaire To Parents

1. Gender

 Male
 Female
 Other

2. Occupation

____________

3. Number of children

____________

4. children's ages

 1-5
 5-10
 10-15

5.Do you consider fast food a convenient option fear

your family?

 yes
 NO

8. Do you believe fast food consumption contributes to

childhood obesity?

 Yes
 No

7. Do you set limits on your children's fast-food consumption

 yes
 No
8. Do you support restrictions on fast food marketing to children

 Yes
 No