Chinese Children's Consumer Behaviour: A Review
International Journal of Advertising and Marketing to Children
ISSN: 1464-6676
Article publication date: 1 February 2000
Abstract
China's population of children is the largest in the world. It is the largest in terms of numbers in spite of its limitation of one child per family. Soon it will be the largest children's market in terms of economic clout. Since marketers tend to use a simple fortnula for determining market potential of a geography, that is, People X Dollars = Markets, these facts are causing China's children to receive increasing attention from Western marketers. Brands such as Lego, Barbie, Nestle, M&M, Pepsi, Kraft, Crayola, Johnson & Johnson, Nike, and McDonald's are in head‐to‐head competition with many of China's major producers and retailers for a share of this market. Consequently, information about the children's market in China is needed.
Keywords
Citation
McNeal, J.U. and Zhang, H. (2000), "Chinese Children's Consumer Behaviour: A Review", International Journal of Advertising and Marketing to Children, Vol. 2 No. 1, pp. 31-37. https://doi.org/10.1108/eb027633
Publisher
:MCB UP Ltd
Copyright © 2000, MCB UP Limited