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Kids in China 2007: Children As Consumers & Lifestyle Trends
Access Asia Ltd., Sep 2007, Pages: 168
This report covers consumer behaviour amongst children (aged 0-14) in China, with regard to parental care and relationships, parental consumer influence, eating habits, media awareness, how they play, their living and learning environment. Areas of key interest include:
- Patterns of consumer behaviour among children;
- Their purchasing power on products and activities;
- Their awareness of brand, self-image and current fashions/trends;
- The size of the retail and service markets aimed at children;
- Who the major brands selling to children are, and who is selling them;
- Children’s exposure to advertising/marketing channels and media;
- Children’s awareness of and interest in sports and leisure activities;
- The role of education in children’s lives.
The report aims to define the product and service sectors that thrive off the children’s market in China, at each key age-level segment, and how these markets interact with children, either directly through the media, or through children’s relationships with family, friends and their education.
The report also looks at how the rapid pace of change in China over recent years has affected China’s children, and how it has made them very different from the generations of Chinese who preceded them.
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