Impact Of Celebrity Endorsements In Tv Commercials On Children's Food Choices: A Study With Reference To Fast-Food Products In Gujarat State

Abstract

This study explores the impact of celebrity endorsements in TV commercials on children's food choices, with a specific focus on fast-food products in Gujarat. The research aimed to determine whether these endorsements significantly influence children's preferences and consumption behavior. Data were collected from 100 respondents, primarily parents, using a structured questionnaire designed to measure perceptions and concerns regarding the role of celebrity endorsements in shaping fast-food choices. The results revealed that a significant majority of parents believe celebrity endorsements make fast food more appealing to children, with many acknowledging that their children prefer brands promoted by famous celebrities. Statistical analysis using a one-sample t-test confirmed a significant relationship between celebrity endorsements and children's fast-food choices, leading to the rejection of the null hypothesis (p < 0.05). The study also highlighted parental concerns about the influence of such advertisements, with many advocating for regulatory measures to limit celebrity endorsements targeted at children. These findings underscore the need for more responsible advertising practices to promote healthier food choices among young consumers in Gujarat.