THE EFFECT OF TOYS ON FAST FOOD PRODUCT PREFERENCES FAST FOOD ÜRÜN TERCİHLERİNDE OYUNCAK ETKİSİ

1. Prof. Dr., Hitit Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, sabihakilic@hitit.edu.tr, https://orcid.org/0000-0002-0906-4567 2. Dr. Öğr. Üyesi, Hitit Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, kmugedaldal@hitit.edu.tr, https://orcid.org/0000-0003-1272-5722 3. Doktora Öğrencisi, Hitit Üniversitesi, Sosyal Bilimler Enstitüsü, leyla.bezgin@hotmail.com, https://orcid.org/0000-0002-5667-9791


INTRODUCTION
Offering various toys to children with food is an increasingly popular marketing practice used by the fast food industry. This practice consists of cross promotions used with the entertainment industry, especially for the 10-14 age group. Toys are generally chosen from the TV programs and movie characters that children like (Cairns, Angus, Hasting, 2009). It is seen that such practices affect children's eating preferences (Leibowitz, Ramirez, Brill, Ohlhausen, 2012). According to the research conducted by the World Health Organization on food web pages, taste and flavour are highlighted as persuasive techniques. This is followed by the fact that the food is healthy and nutritious and the promotions to be gained in purchasing the product. In 26.5% of the web pages examined online, there are certain areas for children (Bosi, Bağcı, Ergüder, Breda, Jewell, 2018, s. 15). In this context, health organizations state that toys can be used as a tool to increase the diet quality of children. While parents support the use of toys in marketing healthy menus, they are uncomfortable with the use of toys in fast food marketing (McAlister and Cornwell, 2012, s. 198). In the following section, a literature review has been made on the effects of gifts on children's food consumption.

LITERATURE REVIEW ON THE EFFECT OF GIFTS ON CHILDREN'S FOOD CONSUMPTION
Gift distribution is giving something free of charge or at a low price due to the purchase of a product or service (Odabaşı and Oyman, 2005, s. 211). Gifts are an effective way to stimulate consumer reactions. It also helps businesses in gaining new customers and keeping existing customers (Sağlam, 2016, s. 15). Gift distribution can be in two different ways.
1. Direct Gifts: These are the studies aimed at direct and quick action of the consumer (Odabaşı and Oyman, 2005, s. 211). A gift can be given immediately with the purchased product. Or, as another method, a gift is provided in the product package. For example, businesses such as McDonald's and Burger King give a toy as a gift when a children's menu is bought (İlgün, 2006, s. 51).
2. Postal Gifts: Gifts are distributed as a result of sending a document (such as cover, name, brand) showing that the customers purchased the product by mail. The difference from direct distribution is that there is no instant rewarding, and a certain period of time is waited to receive the gift (Odabaşı and Oyman, 2005, s. 211).
The gifts to be distributed should be selected in accordance with the characteristics and expectations of the group to be addressed. Therefore, it is necessary to know the demographic and psychographic characteristics of potential customers (Odabaşı and Oyman, 2005, s. 211). Toy gifts that are effective in food marketing are widely used on children (Leibowitz et al., 2012). Fast food retailers have kids' menu options such as McDonald's' Happy Meal 'and KFCs' Chicky Meal', and their key element is a 'free' toy that is often part of their collection and therefore promotes many restaurants (Hawkes, 2002). These top fast food restaurant chains report spending $ 341 million on toys. Last year, these restaurants sold more than 1 billion meals with toys to children under the age of 12 (Leibowitz et al., 2012). Toys, especially those that support repetitive purchases and ensure the completion of a particular series, will also increase the focus on specific foods when paired with meals. Such repetitive behaviors will lead to an increased preference for these foods (McAlister and Cornwell, 2012, s. 195).
This strategy has been particularly successful in countries with a history of scarcity of toys produced. Hawkes (2002) stated that toys create an enormous purchasing activity and even purchases decrease when the supply of toys is exhausted (Hawkes, 2002). In the study by McAlister and Cornwell (2012), which examined whether toys affect food preferences, participants were shown fast food menus with and without toys and healthy food menus. It was concluded that toys were effective in the food (fast food and healthy food menus) preferences of preschool children, and as a result, it was argued that the use of toys in healthy food menus would increase the interest in these menus (McAlister and Cornwell, 2012, s. 198). Hobin et al., (2012) examined the effect of toy gifts on fast food eating preferences in a study conducted with children aged 6-12, and the toys offered were more attractive to boys than girls.
The study revealed that toy preferences may vary depending on gender and attractiveness of the toy (Hobin et al., 2012. s. 245). Fast food ads for children, on the other hand, contain toys more often than food. Fast food advertisements for children broadcast on national televisions emphasize toys rather than food products (Bernhardt et al., 2013). Themes used to promote children's food products to children focus on fun, fantasy, innovation and pleasure. On the other hand, marketing the same child-oriented product with the target of parents emphasizes nutrition and health themes (Cairns et al., 2009).

METHOD
The aim of the study is to examine the role of toys in 10-14 age group consumers being affected by fast food products. For this purpose, menu images with and without toys, which include Burger King gender-oriented Barbie and car toys, and a menu with and without toys, which include McDonalds' unisex toy, were used. It was analyzed whether there is a difference between the effects of the menus with and without toys according to the gender and fast food consumption habits of the consumers in the 10-14 age group participating in the experiment. The basic assumption of the study is that fast food consumption habits and gender are determinant in children's influence level with or without toys. The model developed within the scope of the aim and basic assumption of the study is as follows: The data of the study were obtained by using questionnaire and experimental technique. The survey consists of two parts to determine the gender and fast food consumption habits of the participants.
The expressions asked to the participants in order to determine their fast food consumption habits were created according to a 3-point Likert scale ranging from "Yes", "No" to "Unsure".
Galvanic Skin Response device and Eye Tracking Device, which are among neuro imaging techniques, were used to obtain data with the experiment technique. In the experiment, 30 volunteers, between menus with and without toys. Black visuals take place in the video for 3 seconds, and menu images with and without toys for 7 seconds. In this study, skin response analysis was conducted to determine the effect levels of menus with and without toys. Galvanic Skin Response (GSR) device is used to measure skin conductivity between two electrodes. Galvanic Skin Response (GSR) activity is a useful method for measuring arousal related to emotion, cognition, and attention (Critchley, 2002). The Galvanic Skin Response Sensor measures skin conductivity between two reusable electrodes attached to two fingers of one hand caused by a stimulus the sweat glands become more active, increasing moisture on the skin and allowing the current to flow more readily by changing the balance of positive and negative ions in the secreted fluid (https://www.shimmersensing.com/products/shimmer3-wirelessgsr-sensor). Whether there is a difference between the averages of the data obtained from the skin response device at the kiloohm level was analyzed using the Wilcoxon Sign Test. SPSS 17.0 package program was used to analyze the data. Post-hoc power analysis was used to test the significance of the experimental results of the study. Post-hoc power analysis was applied to numerical data obtained from galvanic skin response analysis. The aim is to calculate the ability of the data obtained from the sample volume to represent the main mass. The power of the study data was calculated as 72% by using the Statistika statistical package program. This value proves the significance and strength of the study results.
Another method used in the study is eye tracking technique. Eye tracking technique follows the pupil movements of the person and analyzes where the person is looking against visual stimuli. In a standard eye tracking study, data is generated that shows where, when (milliseconds) and for how long participants look at each element of the visual stimulus (Özdoğan, 2008). Within the scope of the study, the data on first view, re-view, number of views and focusing time were obtained from the 38-second video that was shown to the participants and the data will be examined in detail in the following sections.

Analysis Of The Survey Data
Percentage and frequency data regarding gender and fast food consumption habits of girls and boys in the 10-14 age group who voluntarily participated in the study are summarized in the table below: Analyzing the data of Table 1, it is seen that 58% of the participants in the 10-14 age group are girls, 81% like to consume Fast Food, 65% consume Fast Food once a month, 39% prefer the kids' menu with toys.

Analysis Results of the Experiment Performed with the Galvanic Skin Response
Device Images of McDonald's and Burger King menus with and without toys were shown to volunteers in the 10-14 age group. The numerical data in kiloohms (kohm) obtained from 26 people, 15 girls and 11 boys with valid data, are summarized in the tables below:  it is seen that boy participants (mean: 1,450E16) are more affected than girl participants (mean: 1,061E16) from Burger King's toy menu. It can be said that the menu with toys created a higher impact on boy participants. The tables below contain the data on different levels at which participants are affected by menu images with and without toys depending on whether they like fast food or not:   When the data of Table 6 is examined, it is seen that there is no statistically significant difference at p <0.05 between the levels at which participants who consume fast food once a week are affected by the menu visuals of both Burger King and McDonalds with and without toys. H9 and H10 are therefore rejected. When the data of Table 7 is examined, it is seen that there is no statistically significant difference at p <0.05 between the levels at which participants who consume fast food once a month are affected by the menu visuals of both Burger King and McDonalds with and without toys. H11 and H12 are therefore rejected. When the data of Table 8 is examined, it is seen that there is no statistically significant difference at p <0.05 between the levels at which participants who consume fast food twice and three times a month are affected by the menu visuals of both Burger King and McDonalds with and without toys. H13 and H14 are therefore rejected. When the data of Table 6, Table 7 and Table 8 are evaluated together, it can be said that the fast food consumption frequency of the participants in the 10-14 age group does not have an effect on the differences in the level of being affected by the menu images with or without toys.
The tables below contain data on the differences in the level of being affected by the menu visuals with and without toys, according to the participants' menu choices. When the data of Table 9 are examined, it is seen that there is no statistically significant difference at p <0.05 between the levels at which participants who prefer a kids' menu are affected by the menu visuals of both Burger King and McDonalds with and without toys. H15 and H16 are therefore rejected.  When the data of Table 10 are examined, it is seen that there is no statistically significant difference at p <0.05 between the levels at which participants who prefer an adult menu are affected by the menu visuals of both Burger King and McDonalds with and without toys. H17 and H18 are therefore rejected. When Table 9 and Table 10 are evaluated together, it can be said that there is no difference between the levels of being affected by the visuals of the menu with and without toys for the participants who prefer children's and adult menus.
The following table summarizes the acceptance/rejection status of the hypotheses developed according to the conceptual model of the study.  Table 11 is examined, it can be observed that in fast food products, gender-oriented toy menus affect fast food-loving consumers in the 10-14 age group more than those who do not. It can be stated that both boy and girl consumers are more affected by gender-focused toy menus than toy-free menus. In addition, boy consumers are more affected by gender-oriented toy menus than girl consumers.
However, it is observed that there is no difference between the consumers in the age group of 10-14 in terms of the level of being affected by gender-oriented or unisex menus with and without toys according to their menu preferences and fast food consumption frequency. Therefore, it can be said that the frequency of fast food consumption and children's or adult menu preferences do not have any effect on the level of being affected by the toys and non-toy menus.   Below are visuals of temperature and line maps obtained from the 38-second video.

CONCLUSION
It is thought that gifted products increase product sales and help repetitive purchasing behavior.
Therefore, big brands distribute gift promotions alongside their products. Fast food brands are one of the sectors that use gifts to increase sales and influence the target audience. Fast food brands offer gift toys along with children's menus as sales promotions in order to impress children consumers, increase their sales and create loyal customers. In this study, it is aimed to examine the role of toys in 10-14 age group consumers being affected by fast food products. It is assumed that giving toys in fast food menus affects children consumers. Galvanic skin conductivity and eye tracking techniques, which are neuroimaging techniques, were used in the study to determine the effect of fast food products' toys. The questionnaire technique, one of the traditional research methods, was used to determine the gender and fast food consumption habits, which are among the demographic characteristics of the participants. The In the study, the data obtained with the Galvanic skin conductivity device was tested with the help of Wilcoxon analysis in order to determine whether there is a difference between the levels of being affected by the toy and non-toy menus according to the gender and fast food consumption habits of the consumers in the 10-14 age group. When the analysis results are examined, it can be stated that menus of fast food products with gender-oriented toys affect consumers who like fast food in the 10-14 age group more than those who do not. Both boy and girl consumers are more affected by gender-oriented toy menus than toy-free menus. In addition, boy consumers are more affected by gender-oriented toy menus than girl consumers. However, it is observed that there is no difference between the consumers in the age group of 10-14 in terms of the level of being affected by gender-oriented or unisex menus with and without toys according to their menu preferences and fast food consumption frequency.
Therefore, it is possible to say that the frequency of fast food consumption and children's or adult menu preferences do not have any effect on the levels of being affected by the toy and non-toy menus. When the data obtained with the eye tracking device are examined, it can be said that the participants' focus times on cars and Barbie doll toys that can be associated with gender are at a higher level compared to the unisex toy, and therefore their level of influence is higher.
According to the results of the analysis, it can be said that the gender of the consumers and whether they like fast food or not have an effect on the level of being affected by the toy menus in the 10-14 age range. Therefore, it can be said that it is important for brands that want to influence their consumers at an earlier age and turn them into loyal customers of the future, to analyze their target audience correctly and to determine sales promotions by focusing on the characteristics that affect them.
It is very important for fast food brands to choose the toys in their gift toy promotions considering the gender of consumers in terms of influencing their target audience. In addition, creating healthy menus for potential customers who do not like fast food and parents who find it harmful, or conducting various branding studies to make existing menus more attractive may contribute to increase sales.
As a result of the study, it was concluded that child consumers were affected by promotions which appropriate for their age. Based on this result, it can be said that gift promotions that can be given not only in fast food menus but also with healthy menus can change the eating habits of children and help them choose healthy menus. For families who do not prefer fast food restaurants and find fast food harmful, restaurants that offer children's menus and meals by preparing child-specific presentations can be preferred by parents. According to 2019 obesity data, in Japan, which is the country with the lowest obesity rate in the world with a 3% obesity rate, (https://www.internethaber.com/) in order to make children love food and eat food specific to Japanese cuisine, rice figures are prepared to attract children consumers. Considering the fact that the rate of obesity in our country is increasing day by day and  The study has a unique value since it is the first study in the literature to determine the effect of toys in fast food menus in terms of determining the effect of sales promotions on product preferences of consumers between the ages of 10-14.