Chinese children as consumers: an analysis of their new product information sources

The research reported here was a first attempt to determine where Chinese children as consumers learn information about new products and their attitudes toward different sources of information. Chinese children’s usage of the mass media was also examined, as was the relationship between mass media usage and information sources. The findings show that Chinese children utilize a wide variety of information sources to learn about new products including parents, retail outlets, and the mass media, and surprisingly they consider the newest medium, television, to be the most important of all. The effects of gender, age and family occupation were also considered. Some important marketing implications are suggested.