Impacts of Manipulative Advertising on the Consumer Perceptions of Ready-To-Eat Foods Market in London (PDF)

Research Paper (postgraduate) from the year 2018 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, BPP University, language: English, abstract: An appeal of the consumers for ready to eat-RTE products is forecasted to grow fast in next five years because consumers are demanding more because of its convenient availability, premium quality, along with textural properties and exciting flavours (FMI, 2016). This sector achieves many milestones in recent years, for example, an extrusion technology was extensively used in producing RTE snacks or cereals because of operating ease and also the ability to create different shapes and texture that appeal to the eyes of consumers. However, several existing products of RTE are relatively higher in salt and sugar, hence, is considered as energy dense yet lack of nutrients in food. Nevertheless, some potential for manipulating exists in the nutritional status of RTEs through altering the potential of digestion of protein and starch, and also through the incorporation of some bioactive elements like dietary fibre. Thus, current observation and review of articles have explored many new types of research and studies in this area and illustrates many opportunities through which global industry of food could react actively to the requirements of consumers for the healthful snack of RTE products in future years. The consumer perceptions about the impact of advertisements on purchase behaviour are the vital field of research. The analysis will disclose the extent to which manipulative advertising is successful in portraying RTE foods as a healthy replacement of the home-cooked meal.