The Impact of Food Advertisements on Buying Decisions and Consumption Patterns among University Students: An Analysis of Gender Differences and Overall Behavior

Abstract

This cross-sectional study examined the impact of food advertisements on buying decisions and consumption patterns among 130 university students (65 males, 65 females) aged 18-34 years from rural and urban areas, the majority being postgraduate students. The study focused on gender differences and overall behavior. Data were collected using a structured questionnaire and analyzed using descriptive statistics and chi-square tests. Results show that over 80% of students reported paying attention to food advertisements, primarily via social media (85.38%) and television (73.07%). Despite this high visibility, only 13.85% indicated that advertisements alone influenced their food choices. Taste (89.2%), price (81.5%), and healthiness (68.46%) were the most important factors guiding food selection. Gender differences were minimal, except that females showed a significantly higher preference for healthy snacks (p = .034). Beverages (45.38%) and snack items (24.62%) were most influenced by advertising, whereas home-cooked meals (80%) and desserts (73.84%) remained the most enjoyed. Eating-out behavior was generally infrequent, likely reflecting financial, lifestyle, and educational factors. In conclusion, food advertisements are highly visible and moderately valued but have limited direct impact on students’ consumption decisions. The observed preference for healthy snacks among females highlights potential for promoting nutritious options, and marketing strategies may be more effective when emphasizing taste, affordability, and health benefits via digital platforms.