การสื่อสารการตลาดอาหารในโรงเรียนประถมศึกษา

Abstract

                   Changes in dietary habits are comprised of a various factors. The environment in the school is a factor that has influenceson eating behavior of children. The objective of this study is to explore marketing communication strategies of food companies in primary school.
                   The study employs qualitative research by using an observation technique. Personal observation and photographs are used inside of the schools in order to understand marketing communications and conducted in primary school in five provinces of Thailand.
                   The study found that food industry uses 3 main marketing communications strategies in primary school, that is, (1) advertisements (banners, posters) (2) sales promotion (giveaways, free product sample), and (3) branded (an umbrella, a tissue box, drinks or ice cream vending machines. For a content analysis, we found that school food marketing communication creates an illusion or myth that distorts children’s reality.
                   Food marketing communication in school creates myths in order to misrepresent children. Therefore, the government should seriously develop the law and should be prepared or updated regulations or guidelines to control school food marketing communication in order to protect the health of children and youth.