This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/03090569010002861. When citing the…
Abstract
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/03090569010002861. When citing the article, please cite: James U. McNeal, Chyon-Hwa Yeh, (1990), “Taiwanese Children as Consumers”, European Journal of Marketing, Vol. 24 Iss: 10, pp. 32 - 43.
James U. McNeal, Neil C. Herndon and Chyon‐Hwa Yeh
Reports on two studies conducted in Hong Kong, one in 1989, the other in 1994, to see if children’s socialization as consumers has changed in the intervening years. Formulates…
Abstract
Reports on two studies conducted in Hong Kong, one in 1989, the other in 1994, to see if children’s socialization as consumers has changed in the intervening years. Formulates hypotheses, based on the earlier research, that children will receive spending money by the time they are four, that the amount will increase as they get older, children will spend money by the age of four, they will also save money, older children will visit more shops than younger children, and children will go shopping without parents by the age of four. Outlines the research methodology used – 318 questionnaires used for analysis, composition of the sample of respondents, demographics – and records how analysis of variance was used to make comparisons with data from the earlier study. Considers income, spending and saving attitudes in children, as well as how they spend and what they buy. Finds that, in 1994 (compared to 1989) children aged 6, 9, 10, 11 and 12 receive more money; 4, 7 and 10 year olds spend a higher percent of their income, saving has decreased for 4, 7 and 10 year olds, children’s real income has doubled since 1989, independent shopping trips seem to have been postponed until the child is 6 but co‐shopping with parents has increased for all ages; most shopping trips without parents focused on food stores and street vendors that were easily accessible from home, but purchasing behaviour has not changed significantly. Indicates that Hong Kong children are pursuing a western (US) model of spending income, rather than the Chinese model of saving, and that children are undergoing consumer socialization and consumer education – as evidenced by the single fact that in 1994 $161.8 million was spent in Hong Kong by children aged 4‐12.
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James U. McNeal and Chyon‐Hwa Yeh
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…
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.
James U. McNeal, Vish R. Viswanathan and Chyon‐Hwa Yeh
A new research program has been established that determines the nature and extent of consumer socialization of children throughout the industrialized world. The first three…
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A new research program has been established that determines the nature and extent of consumer socialization of children throughout the industrialized world. The first three nations' children to be studied were those in Hong Kong, New Zealand, and Taiwan. This paper describes this program, the results of the three consumer socialization studies, and provides cross‐comparisons among the three nations and the United States.
James U. McNeal and Chyon‐Hwa Yeh
Driven by the needs of global marketers, a new programme isassessing the beginnings of consumer behaviour among young people of allindustrialised nations of the world. The initial…
Abstract
Driven by the needs of global marketers, a new programme is assessing the beginnings of consumer behaviour among young people of all industrialised nations of the world. The initial effort reported here was a study conducted among Taiwanese children. It measured the children′s income, savings, expenditures, frequency of store visits for purchasing, and determined the objects of their spending. These data were compared with similar data for US children in order to provide global marketers with a relative measure of Taiwanese children′s consumer maturity. Overall, the study showed that children of Taiwan behave very much like American children as consumers. They spend less, save more, and shop as often as American youngsters. Differences in the two groups are explained by cultural differences that are centuries old. Global and domestic marketing implications of these findings are presented.
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James U. McNeal and Chyon‐Hwa Yeh
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…
Abstract
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.
James U. McNeal and Chyon‐Hwa Yeh
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…
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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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Leo Yat Ming Sin and Suk‐ching Ho
Looks at consumer research in Greater China including Mainland China, Hong Kong and Taiwan. Maps out the contributions within this area and guides future research. Examines the…
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Looks at consumer research in Greater China including Mainland China, Hong Kong and Taiwan. Maps out the contributions within this area and guides future research. Examines the state of the art over the 1979‐97 period, with particular emphasis on the topics that have been researched, the extent of the theory development in the field and the methodologies used in conducting research. Uses content analysis to review 75 relevant articles. Suggests that, while a considerable breadth of topics have been researched, there remains much to be done, there is further room for theoretical development in Chinese consumer behaviour studies; and the methodologies used need improvement and further refinement.
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James U. McNeal and Hongxia Zhang
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…
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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.
Jean McDougall and David Chantrey
Presents the findings of Millward Brown’s international study of the relationship of the youth generation with brands, using these findings to give marketers advice on how to…
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Presents the findings of Millward Brown’s international study of the relationship of the youth generation with brands, using these findings to give marketers advice on how to connect with young people. Emphasises how much more grown up are today’s tweens (8 to 14 year olds) than previous generations, and the opportunities this gives to marketers. Discovers that tweens not only influence the brands they buy for themselves but also expensive family purchases. Examines how brand loyal they are, finding that brand loyalty increases sharply at the age of ten and peaks at around 30. Outlines the brand pyramid, with the strongest bonding of consumer to brand at the top, and assesses the importance of peer pressure in determining brand loyalty, including the “fish‐streaming” phenomenon (in which younger children wish to use the brands that teens do). Discusses whether brand loyalty is a lifetime relationship, and how some brands like McDonald’s successfully segment their markets to appeal to all ages.