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Article
Publication date: 19 December 2016

Jyoti Vohra and Pavleen Soni

The undesirable effects of TV advertisements and general parenting responsibility propel mothers to monitor and control the eating habits of children through meal time actions and…

165

Abstract

Purpose

The undesirable effects of TV advertisements and general parenting responsibility propel mothers to monitor and control the eating habits of children through meal time actions and feeding practices. The purpose of this paper is to identify feeding practices used by Indian mothers through the Comprehensive Feeding Practices Questionnaire (CFPQ) developed by Musher-Eizenman and Holub (2007) and to investigate differences in the use of feeding practices across demographic variables.

Design/methodology/approach

Using a cross-sectional design, a structured and pre-tested questionnaire was used to collect data from 473 mothers of children aged four to 11 years from Punjab (India). Data were analysed using exploratory factor analysis, confirmatory factor analysis (CFA) and ANOVA.

Findings

The present study confirms the validity and reliability of the nine-factor model through CFA with 28 items in the Indian context than original CFPQ. Further, significant differences exist in the responses of mothers for feeding practices followed with children across age and gender of child, mother’s education status and monthly family income.

Practical implications

Parents may understand the nature of feeding practices to mediate unhealthy food consumption habits of children. The government should formulate codes or regulations to sufficiently monitor food marketing activities directed at children. The food marketing companies should also act responsibly to protect well-being of children.

Originality/value

This piece of research is important as no such study (to the best of researchers’ knowledge) has already been conducted in India even though dietary patterns of children are transforming tremendously.

Details

Journal of Children's Services, vol. 11 no. 4
Type: Research Article
ISSN: 1746-6660

Keywords

Available. Open Access. Open Access
Article
Publication date: 17 December 2024

Pavleen Soni, Jyoti Vohra, Mandeep Kaur Ghuman and Pia Polsa

Growing concern about sustainability, which focuses on the triple bottom line, namely people, planet and profits, must integrate with local culture to ensure inclusive growth…

70

Abstract

Purpose

Growing concern about sustainability, which focuses on the triple bottom line, namely people, planet and profits, must integrate with local culture to ensure inclusive growth. Localized advertising themes adapted to suit a country’s culture borrow from that country’s culture. Global advertising themes, on the other side, influence and modify the existing culture of a nation. The present study looks at the potential of using traditional Indian sustainable themes to promote sustainability as a way of life, which can be used to craft advertising messages that contribute to the achievement of sustainable development goals (SDGs).

Design/methodology/approach

A content analysis of 395 advertisements displayed on Indian television during primetime has been done. Data have been analyzed using descriptive statistics.

Findings

The findings reveal that 4 SDGs (achieve gender equality, ensure affordable and clean energy, ensure good health and well-being and promote industry, innovation and infrastructure) out of a total of 17 SDGs find a place in 395 advertisements. They mostly appear for beauty and personal care products and automotive. Depictions of a frugal lifestyle, natural/green surroundings and women empowerment in advertisements “together” exemplify opportunities to use culture creatively in crafting advertising messages.

Research limitations/implications

As the multinational companies embrace the trends towards globalization in advertising, they can also extend the traditional cultural values and lifestyle from a country like India, which tremendously and conspicuously contribute to sustainability to appeal “differently” to buyers. It would offer an opportunity to synergize the growth outcomes in a thoughtful manner.

Originality/value

This is an original piece of research, as no such study has already been conducted in India (to the best of researchers' knowledge).

Details

Business Analyst Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0973-211X

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Article
Publication date: 4 July 2022

Pavleen Soni and Jyoti Vohra

Generation Z (Gen Z) is particularly influenced by digital technologies as this cohort is found to have grown up with technology forming the pivot of most of their routine…

819

Abstract

Purpose

Generation Z (Gen Z) is particularly influenced by digital technologies as this cohort is found to have grown up with technology forming the pivot of most of their routine activities. Owing to the huge potential of this market, online retailers are keen to build and sustain their loyalty. Shopper’s loyalty varies across age, gender, income, service quality perceptions, etc. of customers. This study aims to show that it is necessary to identify distinct consumer segments of these shoppers which can enable online retailers to fine tune their marketing programs and increase program effectiveness.

Design/methodology/approach

Using a sample of 700 students pursuing Masters in Business Administration (553 usable responses) from two state universities in North India, data have been collected with reference to accessories, clothes, books and electronic goods. SPSS and AMOS have been used to analyse data using cluster analysis and multinomial logit (MNL) regression analysis.

Findings

The results of cluster analysis reveal that these shoppers can be clustered into three segments, namely disloyal shoppers (DS), staunch loyals (SL) and vacillating shoppers (VS) on the basis of their online retail loyalty. The odds ratio reveals that less frequent online shoppers are less likely to be VS or DS than being SL shoppers. People who experience flow while surfing online shopping websites are 3.260 times more likely to be VS than being SL. Further, service quality decreases the odds of a shopper acting as a VS in comparison to SL shopper by 0.113.

Research limitations/implications

These findings would help marketers identify strategies that can transform the VS or the disloyal ones into loyal and profitable segments. The present study is limited to Gen Z shoppers and so results may vary for customers belonging to other age groups.

Originality/value

The study contributes to existing literature by understanding the antecedents which contribute to online retail loyalty of distinct segments of young shoppers.

Details

International Journal of Productivity and Performance Management, vol. 72 no. 9
Type: Research Article
ISSN: 1741-0401

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Article
Publication date: 1 February 2016

Jyoti Vohra and Pavleen Soni

Marketers try to influence food shopping behaviour of children through various in-store food promotional strategies (FPS). These in-store FPS comprise of attractive packaging…

957

Abstract

Purpose

Marketers try to influence food shopping behaviour of children through various in-store food promotional strategies (FPS). These in-store FPS comprise of attractive packaging, accessibility, availability of foods in wide varieties and presence of helpful and friendly sales personnel. However, little is known about how children buy and the extent to which these marketing strategies are successful. Hence, the purpose of this paper is to investigate food shopping behaviour of children in retail stores and to study the effectiveness of in-store FPS and demographic factors (age and gender of child and monthly family income) on food shopping behaviour of children.

Design/methodology/approach

Data have been collected from 473 mothers of children in age category four to 11 years. Data have been analysed through descriptive statistics (means and standard deviations), bivariate correlations, exploratory factor analysis, confirmatory factor analysis and hierarchical regression analysis.

Findings

The study explores and validates four factor structure of food shopping behaviour of children in retail stores in Indian settings. These factors include children’s active assessment of foods, impact of availability and variety on children’s purchases, influence of TV food ads on children’s purchases and influence of packaging on children’s food purchases. Further, the findings also reveal that in-store FPS are truly effective in influencing food shopping behaviour of children.

Practical implications

Marketers may highlight packaging attributes in food advertisements as they can help escalate food purchase requests of children in retail stores. In addition to this, food advertising is strongly associated with assessment of foods in retail stores and looking for availability of advertised foods in retail stores. This suggests that food advertising as a medium of communication should not be ignored. However, sales personnel can also be used more effectively as they are seen to help children in identifying availability and variety of foods in retail stores.

Originality/value

As no such study has been conducted so far (to the best of researcher’s knowledge), this study potentially helps in bridging gaps in literature.

Details

British Food Journal, vol. 118 no. 2
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 10 June 2014

Pavleen Soni and Jyoti Vohra

This paper aims to identify the nature of themes/appeals used in food commercials shown on children’s networks in India. Marketers use various themes/appeals in TV advertisements…

951

Abstract

Purpose

This paper aims to identify the nature of themes/appeals used in food commercials shown on children’s networks in India. Marketers use various themes/appeals in TV advertisements to influence food consumption habits of children. Children are also found to focus on these appeals while selecting foods rather than using nutritional value as a criteria to select foods.

Design/methodology/approach

For the present study, a content analysis of 114 discrete food commercials broadcast on children’s networks was done. These were further analysed to collect data on themes/appeals used in them. SPSS 19.0 was used to record the data and descriptive statistics were used for data analysis.

Findings

A majority of food advertisements which were broadcast during children’s programmes included confectionery, ice creams and dairy products, baked products and ready-to-cook food items. Grazing was found to be the most frequently used appeal in these food advertisements. This was followed by taste/flavour/smell/texture, fun/happiness, being “cool”, adult approval/disapproval, family ties and so on. However, a majority of these advertisements did not feature any health-related message.

Practical implications

The study highlights the need for strategic actions by all stakeholders interested in protecting well-being of children. Taking account of the promotional tactics used by food marketers, parents as well as governmental agencies must strongly take steps to check these practices.

Originality/value

As no such study has already been conducted in India (to the best of researcher’s knowledge), this study potentially helps in abridging gaps in literature.

Details

Young Consumers, vol. 15 no. 2
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 17 August 2015

Jyoti Vohra and Pavleen Soni

The purpose of this study is to comprehensively uncover antecedents of food shopping behaviour of children in retail stores in India. Children form the pivot of food marketing…

709

Abstract

Purpose

The purpose of this study is to comprehensively uncover antecedents of food shopping behaviour of children in retail stores in India. Children form the pivot of food marketing. They accompany parents on food shopping trips and assist food purchases. Their extent of participation varies with the frequency with which they accompany parents, the presence of food promotions and other demographic variables. The present paper attempts to comprehensively uncover the variables that help in cumulatively predicting food shopping behaviour of children in retail stores.

Design/methodology/approach

Data have been collected from 473 mothers of children in the age category 4-11 years. For the aforesaid purpose, a structured, pre-tested and non-disguised questionnaire has been prepared. Binary logistic regression has been applied to analyse the data through SPSS 19.

Findings

Shopping behaviour of children in retail stores significantly depends upon food promotions in retail stores, frequency with which children accompany mothers on shopping trips and demographic variables such as age of mother and father and education status of mother.

Practical implications

This study attracts attention of parents, food retailers and policy makers towards impact of food promotional strategies on food buying behaviour of children in retail stores.

Originality/value

This piece of research is important as no such study (to the best of researchers’ knowledge) has been conducted in India even when food retailing is an important component of total retail in India and also growing tremendously.

Details

Management Research Review, vol. 38 no. 8
Type: Research Article
ISSN: 2040-8269

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Article
Publication date: 4 August 2014

Pavleen Soni and Jyoti Vohra

A large number of food advertisements are broadcast during children ' s programs which influence their food consumption habits. Globally, consumption of these foods is…

2140

Abstract

Purpose

A large number of food advertisements are broadcast during children ' s programs which influence their food consumption habits. Globally, consumption of these foods is linked to increased incidence of obesity and other health-related disorders in children. Therefore, the purpose of this paper is to explore the nature and extent of food advertising directed at Indian children.

Design/methodology/approach

Data were collected by recording programs and advertisements aired on five popular children ' s networks from 9:00 am until 9:00 pm for ten weekdays and weekends each. On an average, total recording of 242 hours for both weekdays and weekends was done. All data were screened and both program and non-program content (advertisements) were identified and analyzed. Data were further analyzed through descriptive statistics.

Findings

Out of 4,219 and 4,750 television advertisements broadcast on children ' s networks during weekdays and weekends, 43.33 and 47.62 percent are food advertisements, respectively. “Confectionery” and “sugared and salty snacks” comprise half of total foods advertised during weekdays. Whereas, advertisements for “health drinks and supplements” are most frequently aired during children ' s programs on weekends. A classification of all food advertisements into healthy and unhealthy categories according to “Food Pyramid” given by National Institute of Nutrition (NIN), India in 2010 shows that almost all the advertised foods are unhealthy.

Practical implications

This study will benefit the parents by helping them understand the media content (food advertisements) offered to their children. They may then control television viewing by children, monitor food purchase behavior and take some mealtime actions to control eating habits of their children. Such awareness is critical to force the food marketers to recognize the need to self-regulate food advertising directed at children. Government may also feel the need to formulate a suitable policy for placing time and content restrictions for advertising foods to children.

Originality/value

As no such study has already been conducted in India (to the best of researcher ' s knowledge), this study potentially helps in abridging gaps in literature.

Details

Marketing Intelligence & Planning, vol. 32 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Available. Content available
Article
Publication date: 4 August 2014

Ramendra Singh

152

Abstract

Details

Marketing Intelligence & Planning, vol. 32 no. 5
Type: Research Article
ISSN: 0263-4503

Available. Content available
Article
Publication date: 10 June 2014

Brian Young

172

Abstract

Details

Young Consumers, vol. 15 no. 2
Type: Research Article
ISSN: 1747-3616

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Book part
Publication date: 4 August 2021

Jyoti Bawane

The role and performance of a teacher is central to the teaching and learning process in any educational system, but they are often misinterpreted in the context of educational…

Abstract

The role and performance of a teacher is central to the teaching and learning process in any educational system, but they are often misinterpreted in the context of educational monitoring and quality assurance. Although efforts to relate teacher quality to educational quality are rarely challenged, establishing linkages between teacher quality and student performance have proven to be complex and inconclusive. This holds true especially in the Indian context wherein teachers experience diverse working conditions that may make traditional measures of teacher quality seem impractical and speculative. Teacher roles and performance, apart from being subjected to contrasting realities in schooling systems, are influenced by cultural capital, systemic forces, and teacher education programs. This chapter attempts to unravel the complexities of an Indian school teacher and highlight some of the issues that teachers are likely to face and grapple within their work situations. Nevertheless, the role of a professional and humane teacher will stand paramount in building the future of India.

Details

Building Teacher Quality in India: Examining Policy Frameworks and Implementation Outcomes
Type: Book
ISBN: 978-1-80071-903-3

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