A influência do marketing nos hábitos e consumo alimentar de alunos do ensino fundamental, de escolas públicas do Município de Cuité - PB.

Abstract

The maintenance of good eating habits is of paramount importance in all phases of life including school age, because it is at this stage that eating habits are formed and will last for a lifetime. However, eating habits and consumption are influenced by cultural, social, advertising, and marketing strategies. Thus, the present study has the objective of evaluating the influence of advertising and marketing on the eating habits of elementary school children in the public school of Cuité-PB. The sample of the present study found in 238 students aged 2 to 5 years, aged 6 to 14 years, enrolled in public schools in the urban area of the city of Cuité-PB, randomly chosen from both sexes. A questionnaire consisting of 16 questions was applied, assessing the perception of healthy eating by schoolchildren, the consumer profile, eating habits, and factors influencing food choices. The results show that the students have a good perception about what are considered healthy and unhealthy foods, considering beans (72.3%), rice (60.3%) and fruits (87%) as "very healthy" ". Stuffed biscuit (85.7%), sweet (89,1%) and soda (89.9%) were considered "unhealthy" foods. It was observed that 8% of schoolchildren usually ask their parents to buy food / beverages advertised on TV, while 51% never ask. In food purchasing behavior, it was observed that "sometimes" (60%) and "always" (34%) are able to convince parents to fulfill their desire to buy food and beverages advertised on TV. Of the total sample, 54% of schoolchildren reported that food packaging influences the purchasing decision. On the habits that influence food choices, the length of time spent on TV was observed, 31% stayed less than 1 hour, 30% had 1 to 2 hours, 20% had 3 to 4 hours and 12% remained over 4 hours watching TV during the week. For the favorite TV show 39.6% reported prefer cartoons and 21.2% novels. As for television channels, they said they prefer SBT (71%), disney (34%) and the globe network (28%). According to the feeling aroused when watching advertisements, 24% "feel nothing", 42% "happiness" and 21% "curiosity". On the most viewed products in advertisements 33% said toys, advertising of other programs (23%) and cars (20%), consumed some food that has seen in advertising "sometimes" (54%) "never" and "always" (9%). About the food bought by advertising influence, 28% said they did not buy any, 18% fruits and 16% chocolates. 50% of schoolchildren dine in front of the television and 51% said they did not watch the advertisements presented in the intervals between programming. In the present research it was evident that the product packaging influences the purchase decision where it is clear that marketing has influence in the children's food choices, since marketing uses strategies to convince them. It is important to involve parents of students along with health professionals in food and nutrition education activities so that they stimulate a critical sense in them and create autonomy to make healthy food choices.