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Explores the consumer behavior patterns of urban Chinese children as a primary and an influence market. Examines, as primary consumers, their income, spending and saving patterns. Finds that they have two different types of income, save over half of it, and spend the rest on snack items, play items, and the largest portion on school‐related items. Analyzes their influence on the spending behavior 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 behavior. Discusses some marketing implications.
McNeal et al. (Sat,) studied this question.
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