Development of Consumer Behavior Patterns Among Chinese Children  

Oleh:

McNeal, James U. ; Yeh, Chyon-Hwa

Jenis: Article from Bulletin/Magazine
Dalam koleksi: The Journal of Consumer Marketing (lihat ProQuest Online) vol. 14 no. 1 (1997), page 45-59.
Topik: CONSUMER BEHAVIOUR; children; china; consumers; marketing

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ124.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

Explores the consumer behaviour patterns of urban Chinese children as a primary and an influence market. Examines, as primary consumers, their income, spending and saving patterns. Finds that they have two different types of income, save over half of it, and spend the rest on snack items, play items, and the largest portion on school - related items. Analyzes their influence on the spending behaviour of their parents and grandparents among 25 product categories and the results reveal that they influence around two - thirds of parents’ purchases. Also considers role of age and gender on children’s consumer behaviour. Discusses some marketing implications.

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