Assignment Brief: This assignment requires a critical literature review examining the effects of advertising on the consumption of junk food by Generation Z in the UK. Analyze relevant studies, journal articles, and case studies to explore how advertisements influence Gen Z’s buying behavior, the impact of junk food consumption on their health, and the marketing strategies that shape these consumer habits. Use Greggs UK as a case study to contextualize these findings and evaluate the role of food marketing in influencing consumer behavior. Assignment Tasks: 1. Introduction and Background Provide an introduction to the topic, highlighting the relevance of advertising in shaping junk food consumption among Gen Z. Give a brief overview of Greggs UK as a case study and the objectives of this literature review. 2. Literature Review • Impact of Advertising on Consumer Behavior: Analyze how advertising affects the buying behavior of consumers, especially in the context of Gen Z and junk food. • Health Implications of Junk Food Consumption: Discuss the impact of junk food consumption on the health of Gen Z in the UK, referencing recent studies and health statistics. • Marketing Strategies in the Food Industry: Explore the marketing strategies used to target Gen Z, including social media marketing, pricing strategies, and packaging design, and how these strategies influence consumer behavior. 3. Conclusion Summarize the main findings of the literature review, emphasizing the relationship between advertising and junk food consumption among Gen Z, and suggest areas for future research or policy recommendations. Formatting and Submission Guidelines: • Word Count: 1,500 – 2,000 words • Format: 12-point font, Times New Roman, double-spaced • Referencing: APA style • Submission: [University Submission Portal] by the due date Learning Outcomes Assessed: • Critically evaluate the impact of advertising on consumer behavior within the food industry. • Analyze literature on the health implications of junk food consumption among Gen Z. • Apply critical thinking to assess the effectiveness of marketing strategies targeting young consumers.

University/Course: MS70105E

Uploaded: October 28, 2024

Files: 1

✓ Solution:

Introduction 

This report is associated with the examination of the effects of advertising and its impact on the consumption of junk food by Gen Z in the UK. In addition, Literature on the respective topic has been designed which includes significant information gathered from UWL library and Google Scholar with peered-reviewed journal papers ranging from the year 2012-2022. Comprehensive studies of case studies and articles pertinent to surveys have been studied which as a result helped in understanding the impact of consuming junk food by Genz Z in the UK. In this concern, practices of Greggs UK have been considered for the case analysis.

Background  

Exposure to junk food advertising increases food intake in children, affects their health, and creates other major problems. Greggs UK is the most renowned company that delivers bakery food to people (Priporas, et al., 2017). It is a British bakery chain that specialises in bakes, sausage rolls, sandwiches, and sweet items (Greggs, 2023). The main problem arises that the organisations are advertising the consumption of unhealthy junk food in the UK which encourages people to consume it over healthy food products of food industry. Advertising over several media platforms helps organisations in attracting targeted customers. Food marketing promotes the sales of specific food products which can become responsible for health diseases. However, the company has been implementing such practices to retain its customers and follow Gen Z for attaining a competitive edge in the food industry of the UK (Herforth and Ahmed, 2015). Additionally, people have shifted to healthier lifestyle and concerned about the negative effects of junk foods on health. 



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