An appeal of the consumers for ready to eat-RTE products is forecasted to grow fast in next five years because consumers are demanding more because of its convenient availability, premium quality, along with textural properties and exciting flavours (FMI, 2016). This sector achieves many milestones in recent years, for example, an extrusion technology was extensively used in producing RTE snacks or cereals because of operating ease and also the ability to create different shapes and texture that appeal to the eyes of consumers. However, several existing products of RTE are relatively higher in salt and sugar, hence, is considered as energy dense yet lack of nutrients in food. Nevertheless, some potential for manipulating exists in the nutritional status of RTEs through altering the potential of digestion of protein and starch, and also through the incorporation of some bioactive elements like dietary fibre. Thus, current observation and review of articles have explored many new types of research and studies in this area and illustrates many opportunities through which global industry of food could react actively to the requirements of consumers for the healthful snack of RTE products in future years. The consumer perceptions about the impact of advertisements on purchase behaviour are the vital field of research. The analysis will disclose the extent to which manipulative advertising is successful in portraying RTE foods as a healthy replacement of the home-cooked meal.
Table of Contents
Chapter I- Introduction
1.1 Introduction
1.2 Background
1.3 Problem Statement
1.4 Research Aim and Objectives
Research Questions
1.5 Significance of the study
1.6 structure of the Thesis
Chapter II- Literature Review
2.1 The importance of Advertising
2.2 Manipulative Advertising
2.2.1 Characteristics of manipulative Advertising
2.2.2 Manipulation in Food Advertising
2.3 Consumer perceptions of Advertising
2.4 The Consumer Buying Decision Process
2.4.1 Impact of Advertising on Consumer perceptions
2.5 Ready to Eat (RTE) market in UK
2.5.1 Key RTE Consumers’ trends
2.5.2 Competitive Landscape
2.5.3 Prospects of RTE in UK
Chapter 3: Methodology
3.1 Research Design
3.2 Research Philosophy
3.3 Research Approach
3.4 Research Strategy
3.5 Sampling
3.5.1 Respondents of the study
3.5.2 Sample Size
3.6 Data Collection
3.6.1 Secondary data
3.6.2 Primary Data
3.6.3 Questionnaire
3.7 Analysis of Data
3.8 Ethical Considerations
Chapter IV- Data Analysis
4.1 Analysis of collected data
4.2 Consumers Personal Information
4.3 Consumer trends of RTE Foods
4.4 Perceptions of RTE Advertisements
4.5 Summary of Research Findings
Chapter V- Conclusion and Recommendations
5.1 Conclusion
5.2 Recommendations
Research Objectives & Topics
The primary aim of this research is to investigate how manipulative advertising influences consumer perceptions and buying behaviors within the Ready-To-Eat (RTE) food sector in London, utilizing quantitative analysis to assess the impact of such marketing strategies.
- Analysis of consumer buying behavior in the UK RTE market.
- Evaluation of the influence of manipulative advertising techniques on consumer perceptions.
- Identification of key challenges and issues faced by consumers in relation to RTE food advertisements.
- Development of strategic recommendations for ethical advertising practices in the food sector.
Excerpt from the Book
2.2 Manipulative Advertising
Manipulative advertising is the type of persuasive advertising that involves in presentation of the product / service in the ultimate possible manner to the audience. The non manipulative advertising portrays the exact features and characteristics of the products, while manipulative form deals with exaggeration of positive features of the product and covering up the negative aspects. The advertisers use omission of details, lies, and intimidation of customers to the future decision making at the time of purchases. According to Viegas et al, (2011), non manipulative advertising is the true form as it provides convincing information to consumers in a logical and truthful ways. On the other hand, the emotional arguments observed in advertisements are based on the persuasion and information components. Therefore, the classification of persuasive and information a; advertising took place. In view of Keller (2012), the informative advertising provides facts and rational features of the brand, whereas emotional advertising influence the emotions of consumes through manipulation with their soft appeals. Another important element of manipulative advertising is the unethical behaviour of advertisers as the vested interests force these advertisers top use manipulation (Danciu, 2009). The persuasion becomes manipulative once role of ethics are denied. Therefore, ethics determine the decisions, behaviour, and practices of marketers and advertisers. Gray, (2011) asserted that ethics demand three principles to be enforced in advertising, these principles include law abidance, action in the mutual interest, and ethics conduct compliance.
Summary of Chapters
Chapter I- Introduction: Introduces the research topic, provides a background on the RTE food industry, and outlines the problem statement, objectives, and research questions.
Chapter II- Literature Review: Critically reviews existing theories and empirical evidence on manipulative advertising, consumer perception, and the RTE food market in the UK.
Chapter 3: Methodology: Details the research design, philosophy, approach, and data collection methods, justifying the use of a quantitative survey strategy.
Chapter IV- Data Analysis: Presents the primary data collected from survey participants, interpreting demographic findings and consumer responses regarding RTE advertisements.
Chapter V- Conclusion and Recommendations: Summarizes the key research findings and provides practical recommendations for food companies to adopt more ethical advertising standards.
Keywords
Manipulative Advertising, Ready-To-Eat Foods, Consumer Perception, Buying Decision Process, UK Market, Food Advertising, Ethical Marketing, Quantitative Research, Consumer Behavior, Brand Awareness, Emotional Appeals, Nutritional Information.
Frequently Asked Questions
What is the core focus of this research project?
The research focuses on evaluating the influence of manipulative advertising techniques on consumer perceptions and buying behaviors specifically within the ready-to-eat (RTE) food sector in London.
What are the central themes discussed in this study?
The central themes include the mechanics of manipulative advertising, consumer decision-making processes, the growth of the RTE food market, and the intersection of marketing ethics with consumer trust.
What is the primary objective of this thesis?
The primary objective is to determine the extent to which manipulative advertising campaigns successfully sway consumer perceptions and to suggest improvements for more transparent advertising practices.
What scientific methodology was employed?
The study adopted an explanatory research design, utilizing a quantitative approach. Data was collected through personally administered surveys and analyzed using statistical tools like MS-Excel and SPSS.
What topics are covered in the main body?
The main body covers the theoretical foundations of advertising, an analysis of the RTE market landscape, the methodology of consumer data collection, and an in-depth analysis of survey findings regarding food advertisement perception.
Which keywords best characterize this work?
Key terms include Manipulative Advertising, Consumer Perception, RTE Foods, Buying Decision Process, and Ethical Marketing.
How do companies use emotional appeals to influence consumers?
The study notes that food companies often use emotional appeals, vibrant visuals, and slice-of-life themes to create a sense of hunger or desire, often at the expense of disclosing detailed nutritional information.
What role does social media play in modern consumer complaints?
Social media allows consumers to share visual proof of their complaints regarding misleading packaging or ingredient information, making it increasingly difficult for companies to hide deceptive claims.
- Quote paper
- Muhammad Khurram (Author), 2018, Impacts of Manipulative Advertising on the Consumer Perceptions of Ready-To-Eat Foods Market in London, Munich, GRIN Verlag, https://www.grin.com/document/489410
