Abstract
Report Coverage
This report covers consumer behaviour amongst children (aged 0-14) in China,
with regard to parental care and relationships, parental consumer influence,
eating habits, media awareness, how they play, their living and learning
environment.
Areas of key interest include:
- Patterns of consumer behaviour among children;
- Their purchasing power on products and activities;
- Their awareness of brand, self-image and current fashions/trends;
- The size of the retail and service markets aimed at children;
- Who the major brands selling to children are, and who is selling them;
- Children' s exposure to advertising/marketing channels and media;
- Children' s awareness of and interest in sports and leisure activities;
- The role of education in children' s lives.
The report aims to define the product and service sectors that thrive off the
children' s market in China, at each key age-level segment, and how these
markets interact with children, either directly through the media, or through
children' s relationships with family, friends and their education.
The report also looks at how the rapid pace of change in China over recent
years has affected China' s children, and how it has made them very different
from the generations of Chinese who preceded them.
KEY REPORT FEATURES
This new Access Asia report covers:
- An assessment of how the various rapid changes in China' s economy and
society is having an influence on Chinese children and childhood;
- Each report section focused on the three key age groups, including 0-4,
5-9 and 10-14.
- Includes key demographic and market data on sectors with direct relevance
to children, with data up to 2006;
- Analysis of the various stages of education in China, including
educational funding, book sales and changing curriculum;
- An examination of children' s changing place in Chinese society, and their
influence on and by the media;
- Analysis of changing child-parent relationships and how these affect
children' s influence in family purchasing;
- Coverage of how the One Child Policy has altered Chinese society, and
changed family dynamics, and what this means for future economic development;
- Health issues, including rising levels of obesity;
- Children' s leisure time and involvement in sport (or lack of it);
- Overview of China' s demographics and macroeconomics.
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