The Effect which Nagging has on Fast Food Purchase Intent by Tweens in Pietermaritzburg Area, South Africa

Abstract

Tweens, are defined by Lindstrom (2004, 175) as pre-pubescent consumers who fit into the age category of 8 – 14 years old. Tweens are regarded as the richest generation of children to date, with an estimated personal expenditure of $28 billion in the United States in 2000 (Gunter, Oats, Blades, 2005: 2). However, it is the influence which tweens exert on parental consumption which potentially makes tweens a profitable niche market. Data collected by Gunter, et al. (2005) stated that tweens were responsible for an estimated $250 billion worth of parental expenditure due to the influence which they exert during the purchase decision making process. The research for this paper was based on a formulated questionnaire which was administered at 4 schools in the Pietermaritzburg area. The objectives of the research was: to determine how advertising appeals affect the consumption of fast food by children in the Pietermaritzburg area; to determine if any preconceived perceptions of fast food brands exist in the mindset of children; to determine the effect that age has on cognition of advertisements; and to determine the effect which the ‘Nag Factor’ has on consumption. Data was analysed utilising SPSS (Statistics Package for Social Sciences) and key findings were graphically represented. These findings are discussed and compared to literature. The findings of the study showed that the effects of nagging do not have a strong correlation with consumption frequency; Even though the majority of tweens (86%) were aware of adverts, respondents who were unaware of what an advert was requested fast food at a similar frequency; During the concrete operations phase age does not have a strong correlation with nagging, but in the formal operations stage as age increases the frequency of nagging decreases.

DOI: 10.5901/mjss.2014.v5n20p141