Advertising, Consumer Behavior & Obesity - Case Study Dudley High School

2012

Research Project: Advertising,

Consumer Behavior & Obesity:

Case Study – Dudley High School

Course Title:

AF435 Business Research Methods

Researchers:

Doras Traill – S87043170

Deepti Kumar – S11012406

Ashmeeta Sharma – S11040444

Shalend Anand – S00006636

Reshika Chandra – S11023002

Duration of Project – 1 month

Table of Contents

1.0 INTRODUCTION

1.1

Background

1.2

Research Problem Statement

1.3

Justification of Research

1.4

Research Questions

1.5

Objectives

1.6

Sources of Data/Information (Primary/Secondary)

1.7

Methodology and Methods

1.8

Significance of Theme for Research

1.9

Structure of Write Up

3

3

3

3

4

5

5

5

8

8

2.0 CONCEPTUAL FRAMEWORK & LITERATURE REVIEW

2.1

Concepts, Theories and Framework

2.2

Literature Review

9

9

11

3.0 CASE STUDY BACKGROUND

3.1

History

3.2

Size

3.3

Charter

3.3

Location

3.4

Resources

3.5

Network

3.6

Information on Structural Factors

26

26

27

27

28

28

29

30

4.0 RESEARCH FINDINGS AND ANALYSIS

4.1

Extent of Obesity

4.2

Causes of Obesity

4.3

Advertising influences consumer behaviour giving rise to obesity

4.4

Impacts of obesity

4.5

Support from school and family

31

31

32

35

38

39

5.0

40

CONCLUSIONS AND RECOMMENDATIONS

REFERENCE

APPENDIX

Group 9

43

48

2

1.0

1.1

INTRODUCTION

Background

A substantial body of researches indicate that obesity in young people is increasing. On the same note

other research conducted on advertising as a cause of obesity show that most teenagers spend their

time in front of the television and are frequently exposed to a wide range of television advertisements

that create and appeal to viewers in favor of the products being advertised. Previous study conducted

in Fiji through the The Pacific OPIC Project (Obesity Prevention In Communities) focused on

prevalence of obesity and the introduction of an intervention program to reduce it. This research will

look at...