A detailed research on INFLUENCE OF ADVERTISEMENTS ON CONSUMER’S FOOD CHOICES with a sample size of 242 respondents through the IBM SPSS software includes Reliability, Correlation, and regression analysis with and without moderators.

1. BUSINESS
ANALYTICS
AND
RESEARCH
Submitted by
Gurvinder Singh

2. INFLUENCE OF
ADVERTISEMENTS
ON CONSUMER’S
FOOD CHOICES.

3. • Variables Used
• Hypothesis
• Conceptual Model
Introduction
01
• Questionnaire
• Demographic and Sample details
• Reliability Testing
Pilot Testing.
02
• Data collection details
• Reliability testing
• Regression Analysis
• Moderation Analysis
Final Testing
03
Interpretations and
Findings
04
Table
of
Content

4. FC - Consumer Food Choices
DEPENDENT VARIABLE
01
BI - Brand image/ Brand Awareness
SM - Social media platforms
HA - Health Awareness
TC - Television Commercials
INDEPENDENT
VARIABLES
02
Age
Gender
MODERATORS
03
Variables
Used

5. Hypothesis 3
Health Awareness has a strong influence on
consumer’s food choices.
Hypothesis 2
Social Media Platform has a strong influence
on consumer’s food choices.
Hypothesis 1
Brand Image/ Brand Awareness has a
strong influence on consumer’s food choices.
Hypothesis
Hypothesis 4
Television Commercials has a strong
influence on consumer’s food choices.

6. Conceptual Model
Food
Choices
Children
Adult
Male
Female
Brand Image/
Brand
Awareness
Social Media
Platform
Health
Awareness
Television
Commercials
Age
Gender

7. = bo + b1(Brand Image/ Brand Awareness) + b2(Social Media Platforms ) + b3(Health
Awareness ) + b4(Television Commercials )
Consumer’s food choice Decision

8. Pilot Testing

9. Questionnaire for Pilot testing
Section 1: Demographics or Non-Likert Scale questions
Name
Email
Age
Gender
Occupation
Monthly Expenditure on Consumer Products
Do you work in any of these fields – Health, Nutrition, Agriculture, Environmental
Sciences?
What Social media platform do you use the most
Which of the following factors influenced your purchase
How do you prefer to see the advertisement
Food Choices: Why
Do we Eat What We
Eat ?

10. Questionnaire for Pilot testing
Section 2: Research or Likert Scale questions
I often use Social media platforms
I am often exposed to food related advertisements
I pay close attention to food advertisement
I quickly influenced by the commercials showcasing food items on Television
Fast food advertisement on social media platforms influenced me to snack on fast food
Does food advertisements impact on obesity on children’s behavioral and mental health
I ordered the food after look on the advertisement
I often prefer fast food over healthy food even when I have choice
In this COVID situation, I usually avoid eating outside
Due to this pandemic, I become more conscious about the safety measures for any food item
I prefer buying food items endorsed by celebrities
The food commercials provide sufficient information regarding the nutrition value of an item
I often try to verify and research the claims made by the food advertisements
I prefer brand upon the price of the food item
I prefer buying food items from brands to demonstrate others
I prefer buying food items from brands the regularly contribute to society
I prefer the same brand due to it’s celeb advertisements even when the others giving discount on the similar products
I often get influenced by advertisements promoting healthy lifestyle and food items
I prefer buying products that do not have a very good brand image
I find junk commercials are more creative than the healthy snacks advertisements
Videos & photographs used in food advertisements shows the content just the way they are in real life
Age is one of the factors the influences the type of food advertisements preferred by the audience
The type of advertisement selling food and drinks high in fat, sugar, and salt should not be allowed during Children TV shows
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2
3
4
5
6
7
8
9
10
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12
13
14
15
16
17
18
19
20
21
22
23

11. Snapshot of Pilot testing Data

12. 23
136
17
APR
Number of scaled questions in
the questionnaire
Number of Responses
collected
Date of Last Response

13. Distribution based on Demographics
70%
26%
4%
0%
Age
Below 25
25-40
41-55
Above 55
0
20
40
60
80
100
120
Yes No
Work Exp.
Work Exp.

14. Distribution based on Demographics

15. Distribution based on Demographics

16. Reliability analysis of Pilot Testing
Social Media Platform (SM)
Brand Image (BI)

17. Reliability analysis of Pilot Testing
Health Awareness (HA) Television Commercial (TC)

18. Reliability analysis of Pilot Testing
Food Choices (FC)

19. Final Testing

20. 23
242
1
MAY
Number of scaled questions in
the questionnaire
Number of Responses
collected
Date of Last Response

21. Distribution based on Demographics

22. Distribution based on Demographics

23. Distribution based on Demographics

24. Snapshot of Final testing Data

25. Final Reliability
Analysis

26. Reliability analysis of Final Testing
Social Media Platform (SM)
Brand Image (BI)

27. Reliability analysis of Final Testing
Health Awareness (HA) Television Commercial (TC)

28. Reliability analysis of Final Testing
Food Choices (FC)

29. INTERPRETATION
• With problems resolved after pilot testing, Cronbach Alpha
Value for final data collected came out to 0.878 for all the
variables.
• While individual dependent and independent variables
improved with increase in number of responses leading to
a Cronbach Alpha of above 0.7 in each of the cases.
• Thereby, indicating a high level of internal consistency for
our scale and simply providing an overall reliability
coefficient for our set of questions
Reliability
Analysis

30. Moderation
Analysis

31. Moderation Analysis
Dependent
Variable Modertor
Independent
Variable
P-
Value
Significance
(Y or N) Conclusion Coefficient Interpretation
FC
Age
BI
0.008 Y
Age has a significant moderating impact on the
relationship between BI ( independent variable) and FC
(dependent variable) because the p-value < 0.05 (0.008) -0.242
Since the value is -0.242 (-ve sign), Age has a
negative moderating impact on the relationship
between FC and BI.
SM
0.004 Y
Age has a significant moderating impact on the
relationship between SM ( independent variable) and FC
(dependent variable) because the p-value < 0.05 (0.004) -0.284
Since the value is -0.284 (-ve sign), Age has a
negative moderating impact on the relationship
between FC and SM.
HA
0.534 N
Age has insignificant moderating impact on the
relationship between HA ( independent variable) and FC
(dependent variable) because the p-value > 0.05 (0.534) -0.045
TC
0.333 N
Age has insignificant moderating impact on the
relationship between TC ( independent variable) and FC
(dependent variable) because the p-value > 0.05 (0.333) -0.071
Gender
BI
0.034 Y
Gender has a significant moderating impact on the
relationship between BI ( independent variable) and FC
(dependent variable) because the p-value < 0.05 (0.034) -0.239
Since the value is -0.239 (-ve sign), Age has a
negative moderating impact on the relationship
between FC and BI.
SM
0.546 N
Gender has insignificant moderating impact on the
relationship between SM ( independent variable) and FC
(dependent variable) because the p-value > 0.05 (0.546) 0.078
HA
0.495 N
Gender has insignificant moderating impact the
relationship between HA ( independent variable) and FC
(dependent variable) because the p-value > 0.05 (0.495) -0.057
TC
0.852 N
Gender has insignificant moderating impact the
relationship between TC ( independent variable) and FC
(dependent variable) because the p-value > 0.05 (0.852) -0.016

32. Linear
Regression
Analysis

33. Linear Regression Analysis
Here the linear regression
analysis is performed without
taking moderators AGE,
GENDER into consideration

34. Linear Regression Analysis

35. Linear Regression Analysis

36. Linear Regression Analysis

37. The scale was found to be reliable as the
Cronbach’s alpha turns out to be 0.878
The variation in the consumer food choices is 8%
and this variation arises due to Brand Image/ Brand
Awareness, Social media platforms, Health
awareness and television commercials.
The Social Media Platform have the highest impact
on the consumer food choices.
Advertisements governed by the various attributes
such as Brand Awareness, Brand Image, Social
media platform, Health Awareness and television
commercials have different significant impact on
the consumer food choices
Findings and
Interpretations

38. Validation of
Hypothesis H0: Advertisements with all the given attributes have
significant impact on Consumer Food Choices
H1: Brand image influence Consumer Food Choices.
H2: Social Media Platforms influence Consumer Food Choices.
H3: Health Awareness influence Consumer Food Choices
H4: Television Commercials influence Consumer Food
Choices
For validating the hypothesis we did the linear regression
analysis on the relationship between independent variables
and dependent Variables and Moderating Analysis.
Hypothesis H0 will be Accepted for the alternative hypothesis
H1, and H2 because the level of significance for these
variables are less than 0.05 and H0 will be Rejected for the
alternative hypothesis H3, and H4 because the level of
significance for these variables are more than 0.05

39. THANK YOU