Perception of Adolescent on their Eating Habits and Nutritional Status - Essay Example

FIELD NOTE Field Note from Thursday 11/21/2013 at the North School Cafeteria, 11:30 to 1:30 I arrived at the cafeteria some minutes before 11:30 so as to have a perfect oversight of the entire break time experience of students. This is because official school break time is from 11:300. When I got to the entrance of the cafeteria, I saw the idea in the painting of the place in the color of paint that had been given the walls of the cafeteria. This is because the wall was painted in beige color. From experience as a nutrition teacher, I got to know that this was done to depict food items such as pumpkins, oranges and squash. I also know that color has several psychotherapy symbolism for people such as students. This includes the fact that orange and green color, which was partly dominant in the wall painting of the cafeteria creates the sense of happiness and freshness. This was the kind of thoughts I was having when students started arriving at the cafeteria, one after the other. At 11:45, about 9 students were seen inside the cafeteria and a lot more, numbering about 21 seen at the entrance to the cateferia. Normally, students take time outside the cafeteria to read through the menus and other information that are pasted on notice boards in front of the cafeteria. Most of these students who were outside the cafeteria where observed to be refugees and immigrants from Nepali and Iraq. I walked to one of the tables where three of these students were sitting and I heard them engage in conversation that centered on how lucky they consider themselves to have come to the United States to receive freedom and citizenship. Repeatedly, one of these students made mention of the term, “American dream”. At 11:49, a lot more of the students had entered the cafeteria and it was almost full now. This is because I could count as many as 25 students in the main cafeteria. Most of these students were in queue to buy different food products. When the hall started becoming filled up, I moved from the position I had taken earlier to a corner of the cafeteria where I saw almost each student very clearly. At around 12:00, I noticed one Muslim girl with a sparkling scarf who had gone to get her food. She got pepperoni pizza. But after she took the food to her table, I observed that she did not eat the food. I could assign this to religious reasons because Muslims do not eat pork. Readily, I compared this girl to my own kids and I realized that she was different from my girls. This is because I have always explained to my kids why they should not pork for religious reasons but they will hardly take my excuse. A lot more of the female ladies in the cafeteria were highly mindful of their dressing as they did not put on fashionable American clothing. This was also opposite to what my own little girls did at home. Whiles in the queue, I observed that the females were often shy and quiet, which was not so with the males. What normally happened was that after each student took his or her food, they would go and sit in circles with about five seats and take their meal. One observation I made about the types of food that were being sold at the cafeteria was that most of these were not packaged or labeled foods. Examples of these were pizza, meat pie, squash, fruit juice and fried rice. At the table that was next to me, there were four female students, who were speaking in very clear accent, though they were not Americans. Their abilities to express themselves made them very bold and friendly because they could interact easily. Even though the boys were generally bold than the girls, girls who could express themselves well were bolder than those who did not have very clear accent. By 1:30, I had made some very important observations on the eating habit of the students, which includes the fact that most of them took food in groups, which means that there was group influence. In my experience as a vocational teacher, this observation made me critically infer that decisions that young people make on the kinds of foods they buy is largely not based on their thinking and reasoning alone. Rather, most of these young people are influenced by what their peers tell them and say. It is therefore important that parents and teachers will give children the kind of training that will make them independent thinkers. Again, the average student used about 21 minutes to finish their meals. There was also a lot of ethnicity in the way the students sat to take their meals. What is more, students of the same sex preferred to sit together. Again, a lot of the students went to the snack bar after taking their lunch. By 12:25, another group of students were ready to come on break as the first batch left the cafeteria. The second batch that was observed from 12:30 to 1:30 exhibited almost the same characteristics as the first. Field Note from Friday 11/22/2013 at the North School Cafeteria, 11:30 to 1:30 By 11:30am, I was already at the cafeteria premises. This time round, I decided not to enter the hall of the cafeteria very early but to be on the main path that leads to the hall. In front of the cafeteria was a large quadrangle where students normally stood to talk among themselves before entering the hall for their lunch. The reason for choosing to be at the quadrangle was to observe by listening, some of the things the students said about the food they went to buy and the factors that influenced their decisions for getting some food products. At exactly 11:37, I overheard two students who were talking about what they were going to get and why. Below is a brief transcript of what ensued between the students. Student 1: Y (name withdrawn for ethical reasons) told me that the meat pie she ordered from Stand A (name withdrawn) was very delicious and she was given extra sausage. Student 2: Yes I saw a poster saying they were having a promotion. Student 1: Well, then we are certainly going to get from them today. Student 2: I just hope the quality is good as the quantity? This conversation between the students gave me much insight about how advertisement and marketing mix influences the buying habit of adolescent girls. This is because the promotion that had been advertised had successfully influenced the girls to make a decision to buy from that stand. As of 12:40, the huge cafeteria was almost full to capacity, having the normal 100 student per break time it used to have. By this time, I was inside and observing just a limited number of students my eyes could fall on easily. This is because the number of students was too large to be observed at a go. Interestingly, students who had joined the queue to go for lunch did not have any options with the food they were served with. This is because the lunch was free. As one female student came to sit by her friends on a table that was less than 1 meter from where I sat, I observed that she put the stew on the rice she was served aside and took out a pack of sachet sauce. Indeed, the action of the young girl was a justification that most of the students, if given adequate training can become independent decision makers when it comes to what they take in as food, beverage or drink. This is because as most of her friends and colleagues were taken away by the fact that they had been provided with free meal and thus accepted the meals as it was, she had the wisdom to modify the food in a way that best served her interest as a person. I could analyze this and realize that she did not either like the stew she was given for nutritional purposes or because of the taste of it. At 1:20 when I was just about to leave the cafeteria, I observed a female student who had come to the table where the girl had use her own sachet sauce. The visitor was clearly heard complaining of how oily the stew they are serve at lunch was. This gave me a clue as to why someone would come with her own packed sauce instead of the one she was served with. Third field note in Panera Coffee , Sunday, October 24, 2103 12:00 – 2:00pm Today’s observation took place at the Panera Coffee and specifically on a Sunday because of how busy the Panera Coffee is on Sundays. I arrived at exactly 12:00 when the late snack break for students take place on Sundays. Right at the entrance to the shop, I observed that there were some different with other coffee shops around. This is because there were several signboards and signposts advertising food products. By 12:05, I was well seated just by one of the shop operators. I had taken that position to make it possible for me to have a clearer view of the products on sale and also have a better view of student interaction when making purchases. As at 12:15, about seven people had been served already. What was unique about Panera Coffee was that every product had food label, on which nutritional ingredients and nutritional values were clearly stated. This situation, together with the several advertisements in front of the shop influenced the buying attitude of the students greatly. For example one female student approached the shop attendant and the following ensued between them: Student: Can I please get any chocolate drink that is low on cholesterol? Attendant: Well I have Milo Drink and Chocolim, which are all low on cholesterol. Student: I am also concerned about the number of calories I am consuming and so if you could get me one of them that has fewer calories? I do not want to sleep in class Attendant: In that case I will get you Chocolim. It will aid in easy digestion with any pastry you take and so you will get light soon Student: Thank you. I will take it. This conversation made me clearly realize that the fact that students continually buy good products that are well labeled give them better understanding of what they are eating into their bodies. By 1:00, a lot more students had come to make similar requests from the shop attendant. I made an interesting observation with the choices that the males made as compared to what the females made. For example there were three females who were observed from 12:00 to 1:15 that came with a sheet of paper containing specific nutrients and other nutritional options they wanted from what they bought. The other girls who did not do same came to mention name of specific food products that they wanted to buy. This was not so with the boys because most of the boys came to opt for virtually whatever it was that they were offered. This made me realize that there were more girls who were concerned about their health and the thus the food they took in than boys. By 2:00, I could count more girls than boys who came to the coffee shop. Most of these girls did not come alone but came with their family. Often times, a member of the family helped the girls in making choices of what they will buy. The critical indication I had from this situation is that unlike boys, the parents of most girls are very mindful that these girls will easily get carried away by influences from their friends when making a decision. For this reason, they would want to give them the necessary guidance whenever the chance presents itself. It is however important that a lot more be added to the efforts that the parents make. Appendix Coding Beginning code list Friends Advertisements Labels Food sellers Posters Purchasing power Health Body shape Perception Behavior Cafeteria Ethnicity Nutrition Nutrients Calories Refined word list (The previous list was refined after the data collection as it became clear that there was the need to create themes under which each of the lists would fall. Food and nutrition advertisement Girls’ perceptions Purchasing behavior Eating habits Effects of eating habits Coding Process Category Data Remark Food and nutrition advertisements Understanding nutrition facts Poster Cheap meat pie Healthy food ads, bad food ads Painting of cafeteria This category investigates how advertisers approach their work to get more customers Girls’ perception Friendships perspective, opinion, Perception School food trust This is where the factors that influence perception created by girls are analyzed Purchasing behavior Nutrition friendships Peers advice Reading through menu American dream Muslim girl with a sparkling scarf Ethnicity Comparison between quality and quantity This gives an overview of how girls conduct themselves in response to advertisements Eating habit Parents trust Making new food habits Food habits Food experience Pepperoni pizza Own packed sauce The specific factors that girls take into consideration before eating are presented here Effects of eating habit Challenging, struggling Becoming healthy, Eat better do better Body Image & Self Love, You Don’t Have to Be “Good” Low on cholesterol Fewer calories The result of actions taken by girls in terms of their eating INTERVIEW TRANSCRIPT Project Name: An Empirical Study on How Food and Nutrition Advertisements Influence the Perception of Adolescent Girls on their Eating Habits and Nutritional Status Reference Code: _________ Interview/Tape #: _________ Interviewer: XXXX Interviewee(s): Gradated students, May 2010 from North high school. Contact Information: Student A XXXXX Student B XXXXX Date and Time of Interview: Sunday 24th November 2013 from 10am to 12pm Date and Time of Interview: Sunday, November 24/13 at 10:00-12:00 am Location of Interview: Panera Bread coffee. Brief description of interview topics transcribed: The interview was used as a primary data collection tool that was aimed at finding answers to the research questions that were posed in relation to the research topic. In effect, the topics of the interview were directly chosen as themes from the research questions. The first of these had to do with advertisement, which looked at the role of advertisement as a form of promotion for the trading of food and nutrition products and services. There was also the topic of female perception, which looked into the kind of ideas that adolescent girls develop after listening to and reading various kinds of advertisements. Then there was the topic of purchasing behavior, which centered on the trend of purchases made by adolescent girls in relation to what they hear from advertisements. Finally, there was focus on the effect of the decisions that girls take after acting to various forms of food and nutrition advertisements. Level of accuracy of transcription and transcription conventions: (Here you should note how accurate the transcription is and what factors affected this level. You should also note your own conventions used such as using all caps for emphasis, line breaks for pauses, etc.) The transcription can be said to be highly accurate given the strategies put in place to influence the level of accuracy with the practice. In the first place, as much as the researcher made on-the field transcription, the interview was also tape recorded with permission. This ensured that where there were lapses with the on-the field transcription, this was made up after the researcher went home. Whiles undertaking the transcription, there were clues that were personally developed to make interpretation easier. For instance CAPS were used to depict emphasis ___________________________________________________________________________ (Transcript begins below) Time Transcript (Start of Interview) Interview 1 Interviewer: Have you ever had the chance of buying the food and nutritional products that you consume on a day-to-day basis? Interviewee: Umm, I do have a chance to buy food and nutrition products that I use on daily basis. Umm… I yah I do……I go to the store and when I see them there I sometimes purchase them and sometimes I do not ….yeah. Interviewer: What role do your parents play in the purchasing decisions that you make? Interviewee (student A): My parents play a very important role in the purchasing decisions that I make, especially my mom. Umm…. She tries to get me to be healthier. This is different to my dad, who will… umm… actually get me junk food to eat. This gave me an indication that the traditional roles of women as caretakers of the house has an influence on the food that children eat at home. Interviewer: Through which channels do you often hear about the kinds of food and nutritional products and services that you patronize? Interviewee (student A): I hear about them on TV mostly. Umm… I see advertisements for healthy fruits that would be good, not just you know non healthy stuff, which is what mostly attracts me. Interviewer: When you listen to food and nutritional advertisements, what are the specific things you hear about particular products that make you choose to purchase some? Interviewee (student A): The specific things I hear about the foods that I would buy like that would make me want to choose to buy it is how healthy it can be for me and if it tastes good or not. Interviewer: Does the frequency at which you hear about a particular food or nutritional product or service in the media make you feel like patronizing the product? Interviewee (student A): No, it doesn’t I mean I do not know if there exaggerating about how good the food would be and how healthy it is for you, but it’s always good to try new things. This means brought out the realization that students are not always carried out with media publicity without having personal decision to take about what thy hear Interviewer: Have you ever decided to buy a particular food or nutritional product because a celebrity you admire recommended it? Interviewee (student A): Umm no, I actually haven’t bought anything because it was recommended. I usually buy something because I need it. Interviewer: Do you always believe everything you hear about food and nutritional products and services? Interviewee (student A): I do not always believe what the commercials said. I mostly get it from TV shows. Umm…..advertisements don’t always convince me as they should usually. Interviewer: Have there been occasions where your peers have recommended a food or nutritional product to you and tried to force you to purchase it? Interviewee (student A): Yes, there have been times when my mom has recommended something to me but I have never been forced to buy anything that I don't want. My mom always reminds me to choose healthy food products. Interviewer: In your opinion, is it right that you try a food and nutrition product just because it worked well for your friend? Interviewee (student A): Well, if my friend tried it and it worked then I will try it, but it depends how good it worked. I always respond if it felt good for them, but if I tried it then I would also give them advice. Interviewer: How do you respond to friends who often pressure you to buy food and nutritional products because they tried it and thought it was good for them? Interviewee (student A): I am always concerned about the side effects that some products can give because you never know what people could put in products which they say can help you but it cannot really help you. Interviewer: Are you often concerned with the nutritional values and possible side effects of products and services that are publicized in food and nutritional advertisements? Student showed through facial expression that it was not easy for him to answer the question without specific explanations and so I asked a follow up question to clarify my point. Interviewer: Can you mention some of the possible negative effects that you may get when you purchase food products and services that are not healthy? Interviewee (student A): Umm…, some of the negative effects may cause you to feel unwell. Also, umm… there’s always negative effects to every thing that you take or that you see on TV that you want to try. Interviewer: Do you have personal experience with any of the effects you mentioned in point (5)? Interviewee (student A): Umm…, no cause I've never actually purchased anything like that. I just make home a lot of home meals and I have never pursued something from a commercial that can help you to lose weight. I just do it the normal way. Interviewer: Do you know of any friends who have negatively suffered from buying certain foods and nutritional products or services? If so, please kindly explain their experiences. Interviewee (student A): Umm…, actually yes I have a cousin. She umm… I think she tried JENNY CRAKER. I forget what it's called. It's JENNY CRAKER or something and they count your points. She was eating less than what she should be eating, so I think it’s umm… I think she should be dieting like eating healthy and jogging rather than just eating less and doing nothing. Interviewer: When you buy food and nutritional products, do you thoroughly read their labels before consuming them? Interviewee (student A): Yes, I definitely read labels before using it. I read the labels because there are a lot of things you can get sick from and you never know what is bad for you if you don’t read the labels. I felt relaxed by this answer, knowing that most of the things I teach students in class are not only taken up for the sake of academic examinations but for practical application by students also. Interviewer: Have you ever bought a food or nutritional product that you refused to use after reading its contents on the package or label? If yes, why so? Interviewee (student A): Yes, I’ve bought a PowerAde bottle and it had a lot of sodium in it, almost like 300 milligrams of sodium. It's not good to have that much sodium in your body, but I still didn't throw it away; I just didn’t buy it. Interviewer: If you spend huge sum of money to buy a food and nutritional product and it turns out that it has only few days to expire, are you going to discard it or you will use it? Interviewee (student A): Ummmmm… I usually check if it will expire soon before I buy it. If it does expire soon, actually I’m going to be honest, like no if I have something I bought and it will expire then even if it still smells and tastes good then I would throw it away. If it has a certain smell to it or doesn’t taste right then yes I would throw it away. Interviewer: Have you ever bought a food or nutritional product or service that is reserved for adults only? Interviewee (student A): No, I haven’t actually. I have had Red Bull and Monster before and I didn't know what the age requirement was for that, but I do not use anything else that should only be for adults. Interviewer: In your opinion, will you say you have a good attitude towards food and nutrition advertisements? Interviewee (student A): Umm…, I do have a good positive attitude toward advertisements for your health. Interviewer: If your own estimation is positive, how will you maintain it? If it is negative, how will you improve it? Interviewee (student A): Umm…, my estimation is positive and I try to keep it like you know healthy. I’m always positive and always trying to find something to help me with my health not because an advertisement told me but because you need to get regular exercise, and this is something that most advertisements don't tell you. This response really sounded convincing to me Interviewer: Thank you so much for your time. Interviewee (student B): Your welcome Student A can boldly be said to be a representation of a group of students who have taken the trouble to learn more about the reality with food and nutrition, and what is presented in advertisements. She clearly understands that it is not good that she will always take to what is presented in advertisements but that she will have sufficient time to undertake critical reasoning by herself by reading for more information on the food that is advertised. Interview 2 Interviewer: Have you ever had the chance of buying the food and nutritional products that you consume on a day-to-day basis? Interviewee (student B): I shop with my mom when I buy nutritional products. I try to see how much nutritional value each product has and I would try to eat those good fruits on a daily basis. Interviewer: What role do your parents play in the purchasing decisions that you make? Interviewee (student B): My parents play very big part in my purchasing decisions because they provide me with the money haha…!!! and they buy for the food that I eat, yeah. Interviewer: Through which channels do you often hear about the kinds of food and nutritional products and services that you patronize? Interviewee (student B): I usually hear them through school or like with commercials they sometimes tell you about the nutritional value of food. For something like fruit I don't need to see the commercials because I know it is good for me. At this point I felt that the possibility that information given through advertisements influence some students’ buying attitude was looming; even if these information were wrong. Interviewer: When you listen to food and nutritional advertisements, what are the specific things you hear about particular products that make you choose to purchase some? Interviewee (student B): I usually listen to what it provides you and what kind of goodness you are getting out of it. I usually think how this is going to help my body instead whether I like it or not. Interviewer: Does the frequency at which you hear about a particular food or nutritional product or service in the media make you feel like patronizing the product? Interviewee (student B): Usually the media does play an influence in the food I eat because if there is for instance something really healthy and very popular I will probably eat it. If there is something that is healthy but not very popular then I probably wouldn’t eat it, yeah. Interviewer: Have you ever decided to buy a particular food or nutritional product because a celebrity you admire recommended it? Interviewee (student B): Umm… not really because I don’t really care about what the celebrities think of food because they don’t play a big role in my life. If advertisements have the right persuasive techniques such as what is in the food and how is going to help me then I would probably buy it on the basis of the advertisement only. Interviewer: Do you always believe everything you hear about food and nutritional products and services? Interviewee (student B): Yes, I am very global when it comes to people telling me what is in the food and what is in the nutritional products. This response was evident to my earlier concern that messages and information from advertisements could possibly carry some students away in making them make choices on food. Interviewer: Have there been occasions where your peers have recommended a food or nutritional product to you and tried to force you to purchase it? Interviewee (student B): Yes, that is actually very true. I usually buy food on the basis of what my friends tell me, such as “that oh yeah that taste very good and it is very good for you.” I do the same thing with my friends because I tell them if something is really good and what it is going to do for them because that is how we look out for each other. Interviewer: In your opinion, is it right that you try a food and nutrition product just because it worked well for your friend? Interviewee (student B): Yes, I do think it's right because if it is working well for you or your friends then it should to help everybody...Yeah I think that is right. Interviewer: How do you respond to friends who often pressure you to buy food and nutritional products because they tried it and thought it was good for them? Interviewee (student B): I usually tell … like ……. If something is not good for me then I would tell them I don’t like this so please keep it away from me, but if they are just looking out for my health then I would try it and I see if I like it or not. Interviewer: Are you often concerned with the nutritional values and possible side effects of products and services that are publicized in food and nutritional advertisements? Interviewee (student B): Yes, because sometime in nutritional advertisements they see how well it is but at the same time they have a guy at the end talking very fast about the side effects. Some of which result in death …… That does really scare me. Interviewer: Can you mention some of the possible negative effects that you may get when you purchase food products and services that are not healthy? Interviewee (student B): Umm… well like for instance if you buy a big bag of M&Ms or chips it will have some negative effects, maybe gain some weight. You will feel not as good and you might get sick more often. The indication this response gave me was that even though some students are very much aware of the effects of making wrong food purchases, there are factors that still influence them to make wrong choices Interviewer: Do you have a personal experience with any of the effects you mentioned in point (5)? Interviewee (student B): Yes, actually umm…yeah… it does. I do have some personal experience. One time I was just watching TV and I saw some ads taking about omega-3 pills. At first it sounded really good then they start like mentioning bad things that would happen if you took too much of it or not enough. That scared me so I just stay away from it. Interviewer: Do you know of any friends who have negatively suffered from buying certain foods and nutritional products or services? If so, please kindly explain their experiences. Interviewee (student B): Umm… I do not have friends who suffered from certain food or nutritional products except one of my friends. She was on EDHD pills and they made her gain weight and then she directly lost her weight. Interviewer: When you buy food and nutritional products, do you thoroughly read their labels before consuming them? Interviewee (student B): I do read the labels, mostly the calories and fats. Interviewer: Have you ever bought a food or nutritional product that you refused to use after reading its contents on the package or label? If yes, why so? Interviewee (student B): Kind of because one time I bought Doritos Nacho Cheese because I always heard it's good for you. But then I just read the packaging and labeling to see how many carbs were in it. There were a lot of carbs because it is cheese and so I just stopped eating it. But now it is still in my refrigerator… haha. Interviewer: If you spend huge sum of money to buy a food and nutritional product and it turns out that it has only few days to expire, are you going to discard it or you will use it? Interviewee (student B): I would probably discard it because you never know how these things will react after the expiration day. With some products you can wait up to a year after they have expired and it will still be alright. But with things like cheese, butter, and milk if it is only a few days after the expiration date then I would probably not eat or drink it. Indecision was a major problem for this student. Interviewer: Have you ever bought a food or nutritional product or service that is reserved for adults only? Interviewee (student B): Umm…, no I have not. Interviewer: In your opinion, will you say you have a good attitude towards food and nutrition advertisements? Interviewee (student B): Yes, I actually like nutrition and being healthy because it is very big part of my lifestyle. I like to feel fit and healthy because it improves my whole attitude to life. Yes I would say I do. Interviewer: If your own estimation is positive, how will you maintain it? If it is negative, how will you improve it? Interviewee (student B): I try to be as positive as possible all the time. When it comes to health I try to encourage people to be healthier. I try to go to work with my friends every Tuesday and Wednesday to try and keep it up. Interviewer: Thank you so much for your time. Interviewee (student B): Your welcome. Student B has showed sufficient signs to the effect that even though she is putting in effort to become a good student who takes care of her eating habits, she has not come to that stage where she can be said to be an independent decision maker. This is because there is sufficient evidence that she is often carried away by the contents of advertisements that she is presented with in the media. Appendix Coding Beginning code list Because the beginning code list were prepared ahead of any data collection, the beginning code list used for the observation were the same as those used in the interview and listed as follows. Friends Advertisements Labels Food sellers Posters Purchasing power Health Body shape Perception Behavior Cafeteria Ethnicity Nutrition Nutrients Calories Refined code list (The previous list was refined after the data collection as it became clear that there was the need to create themes under which each of the lists would fall.) After the interview, the researcher saw that the same variables that came up at the observation showed up during the interview. For this reason, all refined code list for observation were repeated. However, an introduction was made by use of a new theme. Food and nutrition advertisement Girls’ perceptions Purchasing behavior Eating habits Effects of eating habits Public education Coding Process Category Data Remark Food and nutrition advertisements Understanding nutrition facts Poster Cheap meat pie Healthy food ads, bad food ads Painting of cafeteria This category investigates how advertisers approach their work to get more customers Girls’ perception Friendships perspective, opinion, Perception School food trust This is where the factors that influence perception created by girls are analyzed Purchasing behavior Nutrition friendships Peers advice Reading through menu American dream Muslim girl with a sparkling scarf Ethnicity Comparison between quality and quantity This gives an overview of how girls conduct themselves in response to advertisements Eating habit Parents trust Making new food habits Food habits Food experience Pepperoni pizza Own packed sauce The specific factors that girls take into consideration before eating are presented here Effects of eating habit Challenging, struggling Becoming healthy, Eat better do better Body Image & Self Love, You Don’t Have to Be “Good” Low on cholesterol Fewer calories The result of actions taken by girls in terms of their eating Public education Media education on food and nutrition Lessons that are learnt in school The role of parents Adults serving as role models in giving proper education Much of the actions taken by girls towards purchases was seen to be influenced by the level of positive public education that these young ones have. 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