TY  - JOUR
AB  - Driven by the needs of global marketers, a new programme is
assessing the beginnings of consumer behaviour among young people of all
industrialised nations of the world. The initial effort reported here
was a study conducted among Taiwanese children. It measured the
children′s income, savings, expenditures, frequency of store visits for
purchasing, and determined the objects of their spending. These data
were compared with similar data for US children in order to provide
global marketers with a relative measure of Taiwanese children′s
consumer maturity. Overall, the study showed that children of Taiwan
behave very much like American children as consumers. They spend less,
save more, and shop as often as American youngsters. Differences in the
two groups are explained by cultural differences that are centuries old.
Global and domestic marketing implications of these findings are
presented.
VL  - 24
IS  - 10
SN  - 0309-0566
DO  - 10.1108/03090569010002861
UR  - https://doi.org/10.1108/03090569010002861
AU  - McNeal James U.
AU  - Yeh Chyon‐Hwa
PY  - 1990
Y1  - 1990/01/01
TI  - Taiwanese Children as Consumers
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 32
EP  - 43
Y2  - 2024/04/19
ER  -