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Title: Identification and analysis of factors influencing food advertisements on buying behaviour of children in emerging consumption markets: the case study of Afghanistan

Authors: Jawad Azimi; Jimbo H. Claver; Takeru Suzuki; Jesus Pascal

Addresses: Japan International Cooperation Agency (JICA), Country Headquarter, Kabul, Afghanistan ' Department of Science and ICT, American University of Afghanistan, BICT Building, Kabul, Afghanistan ' Department of Applied Statistics, Waseda University, Shin Okhubo, Shinjuku-Ku, Tokyo, Japan ' Department of Science and ICT, American University of Afghanistan, BICT Building, Kabul, Afghanistan

Abstract: This study assessed impact of food advertising on purchasing behaviour of children in emerging consumption markets. A case study was conducted in Kabul, Afghanistan. In this research, we considered a system where children's buying behaviour was the output and food advertising and moderator variables namely age, siblings, gender, parent's influence and media type were considered as inputs. The study relied on primary data collected from 385 children aged between 5 and 15. Data were analysed with STATA 2013. The data and statistical models were tested for validity and reliability; the tests included Cronbach's alpha, Jarque-Bera, Bruesch-Pagan/Cook-Wisberg, Winsorization, Skewness and Kurtosis, Akaike information criterion (AIC), and variance inflation factor (VIF). The study found that television advertisements had the most influence on purchasing behaviour of children directly or indirectly through their parents. The study also found that the magnitude of advertising outcome on children varied based on moderator variables mentioned above.

Keywords: children's buying behaviour; food advertisement; TV advertising; parents' influence; quantitative analysis; reliability; multiple regression; business statistics; AIC and systems.

DOI: 10.1504/IJBSR.2020.104142

International Journal of Business and Systems Research, 2020 Vol.14 No.1, pp.1 - 32

Received: 12 Dec 2017
Accepted: 01 May 2018

Published online: 16 Dec 2019 *

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