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Consumer Behaviour Patterns Among Chinese Children

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 1 January 1996

796

Abstract

Explores the consumer behaviour patterns of urban Chinese children as a primary and an influence market. Examines, as primary customers, their income, spending and saving pattern. Finds that they have two different types of income, save over half of it, and spend the rest on snack items, and the largest portion on school‐related items. Analyses 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.

Keywords

Citation

McNeal, J.U. and Yeh, C. (1996), "Consumer Behaviour Patterns Among Chinese Children", Asia Pacific Journal of Marketing and Logistics, Vol. 8 No. 1, pp. 3-20. https://doi.org/10.1108/eb010266

Publisher

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MCB UP Ltd

Copyright © 1996, MCB UP Limited

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