FAST FOOD ÜRÜN TERCİHLERİNDE OYUNCAK ETKİSİ

Sabiha Kiliç,Kübra Müge Çakaröz,Leyla Bezgi̇n Edi̇ş

doi:10.30798/makuiibf.834397

Sabiha Kiliç, Kübra Müge Çakaröz + Show 1 more

Open Access

https://doi.org/10.30798/makuiibf.834397

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Abstract

The aim of the study is to examine the role of toys in 10-14 age group consumers being affected by fast food products. For this purpose, menu images of Burger King with toys, which include gender-oriented Barbie and car toys, and without toys, and menu images of Mc Donald's with toys, which include McDonalds' unisex toy, and without toys, were used. It was analyzed whether there is a difference between the effects of the menus with and without toys according to the gender and fast food consumption habits of the consumers in the 10-14 age group participating in the experiment. Galvanic Skin Response and Eye Tracking devices, which are neuro imaging techniques, were used in the study. Participants were shown a 38-second video consisting of Burger King and McDonalds' menu images with and without toys, and numerical data at the level of seconds and kiloohms (kohm) were obtained. Wilcoxon Sign Test was used to analyze the data. As a result of the analysis, it was determined that the participants were affected by the menus with and without toys according to their gender and fast-food liking. It was determined that there was no difference in the level of being affected by the toy and non-toy menus according to the fast-food consumption frequency and menu preferences of the participant

Highlights

Offering various toys to children with food is an increasingly popular marketing practice used by the fast food industry
When the data are examined, it can be said that the level at which girl participants are affected by Burger King's menu visuals with toys is higher than the level at which girl participants are affected by menu visuals without toys
When the data are examined, it can be said that the level at which boy participants are affected by Burger King's menu visuals with toys is higher than the level at which boy participants are affected by menu visuals without toys

Summary

Introduction

Offering various toys to children with food is an increasingly popular marketing practice used by the fast food industry. This practice consists of cross promotions used with the entertainment industry, especially for the 10-14 age group. According to the research conducted by the World Health Organization on food web pages, taste and flavour are highlighted as persuasive techniques. This is followed by the fact that the food is healthy and nutritious and the promotions to be gained in purchasing the product. A literature review has been made on the effects of gifts on children's food consumption

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