The use of Pester power by companies in food marketing & its impact on children’s health

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Bertho, Andrea
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BA of Business in Marketing
Dublin Business School
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This study is about Pester Power, a social trend affecting the majority of parents in Ireland. Children have become a prime target for Marketers. The research will focus on food marketing. Indeed, this sector can prompt a lot of consequences on children’s health. I chose this subject because I am preparing a Bachelor of Business in Marketing. It is very important for me to understand the strategy of brands. More precisely, I am looking for a block release training from September 2016 to August 2017 in France in the food-processing industry. The main question that will guide the proposed study is: “The use of Pester Power by companies in food marketing and its impact on children’s health”. To answer this question, I read some analysis and studies about Pester Power, Children Eating Habits, Food Marketing, Children’s Obesity, Children’s Health and Parents’ Purchase Behavior, exhibited in the Literature Review. Marketing affects children’s life, particularly their physical health. In Ireland, 1 out of 4 children is overweight or obese and this country is on course to become the most obese country in Europe. Parents need to learn how to say “no” to their children and brands have to reinforce their healthy eating messages. I interviewed parents by myself to know their opinion about Pester Power and the role of brands (and their ads) in food marketing. Moreover, I also interviewed a professional in Food Marketing. I used qualitative and quantitative methods to interview them. Author keywords: Pester power, children’s health, obesity, food marketing