Development of consumer behavior patterns among Chinese children

Abstract

Explores the consumer behavior 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 behavior 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 behavior. Discusses some marketing implications.

Television Use and Snacking Behaviors Among Children and Adolescents in China

“…In 2004, food and drink were the most commonly advertised products (to all audiences) in China [10]. According to mothers surveyed in urban areas in China, many children as young as age four have their own spending money, and children often use this money to buy snack food and beverages [11]. Chinese children report using TV as a main source of information about snacks [8], and Chinese parents report that their children influence their purchases, especially of snack foods [11].…”

Obesity in China: What are the Causes?

“…According to mothers surveyed in urban areas in China, many children have their own spending money, and they often use this money to buy snacks and beverages [79]. Chinese children reported using TV as a main source of information about junk food [79], and Chinese parents stated that their children influenced most of their purchases, especially of snacks [80]. This can be witnessed in most Chinese cities with large supermarkets today.…”

“…Chinese teenagers were more likely to report buying advertized food, but less likely to request snacks from their parents. This group in general makes more independent purchases [80]. Low-income families spent more hours watching TV than their counterparts [88,89].…”

Food Addiction, Obesity and Neuroimaging

“…According to mothers surveyed in urban areas in China, many children have their own spending money, and they often use this money to buy snacks and beverages (Zhang & Harwood, 2004). Chinese parents stated that their children influenced most of their purchases, especially of snacks (McNeal & Yeh, 1997). This can be witnessed in most Chinese cities with large supermarkets today.…”