A Study On School Children’s Perception Towards Frequency 0f Visits And Selection Of Junk Food Retail Chain Store

Abstract

In rising fast moving customer scenario in India, for the past one decade drastically changes in the market share and also positive trend change in consumer behavior consuming junk food habit during the cross-cultural. Due to work pressure and family nature the junk product consumable rate is slowly increased and consumer behaviour is changing today. In this respect the junk food product and various brands are slowly influenced Indian consumer mind to taste and eat very quickly without spending more time for cook and also hattrick working schedule. Present Indian junk food market turnover around $24 billion in the year 2017-18, it is predicted to enlarged 18%-20% in the year 2020-2022. The foremost key factor for annual turnover in fast moving consumer goods section in advertisement for the last 10 years. the role of advertisement in numerous media prejudiced the Indian teenage age customer and children’s mind to focus about the junk food products. Besides in Chennai metropolitan city, the middle and upper middle income group school children’s rate is staidly increased and their family habits highly influenced the school children’s to consume more junk food, the rate of junk food consumption is increased from 4% to 28% during the last seven years. On the basis of trend in the market and preference of children’s purchasing behavior to the junk food, the study has attempted to identify the food and consumer goods market is increasing on a day to day wise. The Fast-moving Junk Food Marketing Unit emphases on school-based children and adolescents as customers with the purpose of having an influence on their food choice, food preference and food consumption behaviour. Their impact on family purchases is mainly due to the choice of toys and cereals. School-going children have a substantial impact on the choice and disbursement of their parents'. In this study, we presume that population size is finite and unknown; the formula was applied to know the sample size, and found the sample size is 500. To investigate the data collected on factors impact of advertisement and its influence on school going student’s buying behavior of junk foods in Chennai city.