BUSINESS RESEARCH METHODOLOGY
THE EFFECTS OF FAST FOOD ADVERTISEMENTS ON YOUNG CHILDREN’S EATING HABITS – AN EXPERIMENTAL AT KINDERGARTEN STUDENTS OF SUPERKIDS SCHOOL MEDAN IN ACADEMIC YEAR 2014/2015

Name : Jennifer Tandratama
ID : 130010056
Class : Lyon
THE EFFECTS OF FAST FOOD ADVERTISEMENTS ON YOUNG CHILDREN’S EATING HABITS – AN EXPERIMENTAL AT KINDERGARTEN STUDENTS OF SUPERKIDS SCHOOL MEDAN IN ACADEMIC YEAR 2014/2015

1.1 Background of Study

Over the last three decades, the fast foods industry has infiltrated every nook and cranny of the Indonesian society. An industry that began with a handful of modest hot dog and hamburger stands in Medan, Jakarta, Bandung, and other cities has spread to every corner of the nation, selling a broad range of foods wherever paying customers could be found.
Erik Schlosser (American investigative journalist) states that:

“Fast food is now served at restaurants and drive-throughs, airports, zoos, high schools, elementary schools and universities, on cruise ships, trains and airplanes, K-marts, gas stations and even hospital cafeterias.”

This trend is sustained by the innovative ways in which marketers target the ever growing sector of the food market. Twenty five years ago, only a handful of Indonesian companies directed their marketing at children. Today children are being targeted by phone companies, clothing stores and restaurant chains as well. The growth in children’s advertising has been driven by efforts to increase not just current but also future consumption.
The ever growing large number of fast food restaurants, has become a way of life for many consumers – young and old. Consumers, particularly children, find it tough to resist the temptation not to notice these advertised products as a result of the persuasiveness of the advertising. Advertisements on television (TV) are favoured by fast food