Chinese children’s consumer behavior and their influence on the consumer behavior of their parents are examined in a manner that allows comparisons with major findings reported seven years ago. Most noticeable differences are that the children’s income has doubled and their spending has almost tripled during the time period. Additionally, their independent store visits have increased 32 per cent and the number of stores shopped independently, 81 per cent. Their influence on parent’s regular purchases reached 68.7 per cent and on durable goods purchases, 23.3 per cent.
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