Impact of Various Food Advertising Campaign Channels on Consumer Behavior in France

Abstract

The number of food advertising campaigns has continued to grow across the various distribution channels for several years. Companies need to reinvent themselves to adapt to new trends constantly. Nevertheless, knowing whether the increase in these ads has led to an increase in consumer purchase intentions was a key issue for the companies in France. The French have a close relationship with food, deeply rooted in their traditions. 267 respondents answered an online quantitative survey among French generations. Targeting as many respondents as possible was one objective, to find out the impacts of advertising on three main channels, social media platforms, television, and billboards. The research questions were structured by Entertainment, Interaction, Trendiness, Word-of-Mouth, Purchase Intention, and Loyalty, and each was linked to the three advertising channels. The results show that food advertising campaigns statistically impact consumers' purchase intention and brand loyalty. The significance level was around 0.001 for 31 out of 32 tested hypotheses. The insignificant one was about the impact of Entertainment on social media on Purchase Intention, where the significance level was 0,365. The results show that marketing channel activities impact consumers' purchasing behavior and loyalty to the company or brand. Future studies could focus on interviews with marketing managers for food companies.