Consumo de alimentos por crianças sob a ótica do macromarketing: uma investigação em cantinas particulares do Rio de Janeiro

Abstract

This research studies food consumption through an optical scope of macromarketing, aiming at identifying the influence of marketing system in food consumption by children in private school Canteens. Thus, the objectives of this study was to understand the influences of food consumption System in order to examine governmental actions to support the development of effective public policies that have repercussions also in the private sphere. In this sense, the theoretical framework addressed themes related to enlarged view of marketing, outlining this research in a perspective of macromarketing and marketing systems, in a scenario of food consumption of obesogenes products for children, if proposing doing a research about children's consumption in Canteens of private schools of Rio de Janeiro. From a qualitative approach, the method used was the interview with semistructured in-depth itineraries, applied to main agents mapped in this marketing system. For this, 17 interviews were made with several agents in order to identify distinct visions of fonts that are part of the phenomenon, looking up experiences of the greatest possible number of agents present in the market. Some of the interviews were conducted with directors of schools, canteens, food companies that serve schools, food advertising company, retailers, parents, teachers and health professionals, as well as different actors of the public sphere as regulatory agencies, trade unions and civil society movements linked to child protection. Through the transcription of the interviews and systematization, the lines of the interviews were organized according to the pre-defined categories to which the data analysis could be performed. In this analysis, one can relate the theories raised in the theoretical framework of this study with the lines of the respondents who are very representative, showing a scenario aggravating food consumption by children, relating this overconsumption of calories, fats and sugar the alarming disease like obesity and others that will be discussed in this study. In General, the family is an extremely important agent to work the eating habits of children, however still suffers great influence of advertising and marketing where it is inserted. In school everything that is marketed has a seal of quality and also requires a greater effort by the school to supervise what is offered because currently there is only the work of visit by the organs for complaint and no more routine visits and guides. The role of the nutritionist in school environment must also be assessed because many schools do not have this professional actively. There is also a big difference in the practices of The Public schools and the private network. A great example would be public policy, that there are so active in public and not on the private network. Among many other issues observed, rebound the importance of clear laws and a change in the industry to improve the quality of infant feeding, thus increasing their quality of life.