Abstract:
This study was conducted to examine the influence of T.V advertising on food and beverage preferences of children in urban and rural areas of Goa. A sample of 1000 children of 6-12 years of age across Goa was selected. It was found that children in urban as well as rural areas were influenced by television advertisements and purchased most of the advertised food products. Products of Dominos, McDonald and KFC which were expensive and available only in the city outlets had more demand in urban areas as compared to rural areas.
