Food advertising and health issues: a perceptual analysis of Y generation

Generation Y is a large, fast-growing segment of the consumer audience and one of the most coveted segments because of its spending power, ability to be trendsetters, receptivity to new products and tremendous potential for becoming lifetime customers. Food industry is relying on advertising using varied appeals such as feelings of being grown-up, power, peer popularity, humour, sports and action-adventure to attract, purchase and cultivating loyalty. The primary data were obtained from 300 students of University of Jammu in J&K State. The results revealed that advertising moderately makes people health conscious and influence their purchase decision. Students perceive foods to be high in fat/sugar are soft drinks, confectionery and fast food and unhealthy most by female whereas confectionery by male. Diabetes, tooth decay, heart diseases and malnutrition are reported to be the undesirable outcome from consuming unhealthy food.