Young Consumers: Insight and Ideas for Responsible Marketers

Advertising to Chinese children : Table of Contents

Marisa Planells Valero — Sun Jun 07 14:15:03 BST 2009

Abstract:
Purpose – China's youthful advertising industry has changed a lot in little more than a quarter of century. A key for this spectacular growth is the enormous potential of the market for children in China. The paper aims to address this issue. Design/methodology/approach – The Chinese one-child policy has produced the so-called “Little Emperors factor”: Chinese children determine approximately 68 per cent of their parents' spending, perhaps the highest rate of influence in the world. Findings – Advertisers entering the growing youth market in China should be aware of the still limited role played by self-regulation. Originality/value – The increasing importance and effectiveness of such self-regulation dictate that the advertising industry and the government authorities should arrive at the same interpretation of moral standards.

Children's influences on family decision making in Hong Kong : Table of Contents

Tai Ming Wut, Ting-Jui Chou — Sun Jun 07 14:15:03 BST 2009

Abstract:
Purpose – Focus of previous research into family purchasing decisions has centred on the husband and wife. Children's influences on family decision making have increased in recent decades. The purpose of this paper is to investigate children's influences on Chinese family decision making in Hong Kong. Design/methodology/approach – The study is based on a survey of 366 family members in Hong Kong. Findings – Children are found to have more influence in the choice-making stage of decision making and parents still control the final decision, which is consistent with previous research findings. Practical implications – Parents and their children usually engage jointly in family decision making. Marketers should address the needs of both parties and work to help to resolve any conflict that may arise. Originality/value – The study is framed within resources theory to examine children's influence in two decision stages of family decision making.

Influence of television advertising on adolescents in China: an urban-rural comparison : Table of Contents

Kara Chan, Xiao Cai — Sun Jun 07 14:15:03 BST 2009

Abstract:
Purpose – The purpose of this paper is to examine the cultivation effects of television advertising viewing on the perceived affluence in society and the materialistic value orientations among adolescents in urban and rural China. Design/methodology/approach – The paper shows that a survey of 646 adolescents aged 11 to 17, in Guangzhou City, and in a rural county of Henan Province, was conducted in 2006. Constructs were measured using established scales. Findings – Television advertising viewing demonstrated first- and second-order cultivation effects among urban as well as rural respondents. Heavy television advertising viewers were more likely to have a higher perceived affluence than light television advertising viewers. Heavy television advertising viewers were also more materialistic than light television advertising viewers. When television-advertising viewing was controlled, urban respondents had a higher perceived affluence, while rural respondents had a higher level of materialism. Research limitations/implications – Students in grades 7 and 8 were examined only. A convenient sampling method was adopted. The city selected for the study is highly advanced in terms of economical and advertising development compared with most other Chinese cities. Practical implications – Rural adolescents did not hold strong beliefs about prevalence of affluence in society. Popularity appeal may not be a fruitful marketing communication strategy for durable goods for them. Different marketing communication strategies should be adopted for the urban and rural adolescents as target audience. Originality/value – The paper is a pioneer work on the study of consumption values of adolescents in urban and rural China.

Little Emperors grown up: a case study of cosmetic usage : Table of Contents

Tracy Scelzo, Dawn Lerman — Sun Jun 07 14:15:03 BST 2009

Abstract:
Purpose – The purpose of this paper is to explore how the pressures of being a Little Emperor in a rapidly changing society are reflected in consumer experiences, particularly in the meanings attached to products and brands. The paper aims to focus on young adults in urban China, specifically young professional women. Design/methodology/approach – The subject was shadowed at work for two weeks during the Spring of 2007 and for an additional two weeks during the Spring of 2008. Social interactions and purchasing behavior were carefully observed, as well as conducting a series of informal interviews. During the Summer of 2008, a formal, in-depth interview was conducted with an informant in the USA. Findings – The unique pressures of growing up as a Little Emperor in a changing society are widely reflected in product usage and are ways in which to ease the tension and anxiety associated with the pressure of maintaining expectations from friends, family, and society. Research limitations/implications – The study focused on a single informant who, while on the surface appearing to represent adult Little Emperors, may in fact have different attitudes from her contemporaries. It would be interesting to investigate the degree to which parallel themes occur in the male market, namely what categories young urban professional men who were raised as Little Emperors use to express themselves. Practical implications – The research provides insights into some of the conflicting expectations derived directly from the experience of growing up as a Little Emperor. It translates these insights into practical recommendations for various aspects of marketing and advertising cosmetic products in China, thus allowing multinationals to build successful marketing campaigns that appeal to managing these conflicting expectations. Originality/value – The paper is the first work on the consumer experiences of urban young adult Little Emperors, specifically young professional women.

Chinese “Little Emperor”, cultural values and preferred communication sources for university choice : Table of Contents

Kim-Choy Chung, David K. Holdsworth, Yongqiang Li, Kim-Shyan Fam — Sun Jun 07 14:15:03 BST 2009

Abstract:
Purpose – The purpose of this paper is to investigate how Chinese cultural values influence “Little Emperors'” choice of study destination; and their preferred communication sources for university choice. Design/methodology/approach – University students from the People's Republic of China (PRC) in New Zealand were surveyed with an instrument based on Schwartz's “Values survey” and the understanding that cultural values are a powerful force shaping consumers' motivations, lifestyles and product choices. A central-location (libraries, lecture theatres) sampling strategy was employed. Findings – The results from the research suggest that Chinese cultural values have an impact on “Little Emperor's” choice of international tertiary education and their preferred communication sources for university choice. The study shows that New Zealand society appeals for its low corruption and high level of honesty and fairness which are attractive to these “Little Emperors” because these values help to reinforce group harmony, a prominent characteristic of Chinese society. The “Little Emperor's” preference for using education fairs, university open days and representative agents as sources of information for university enrolment is consistent with the high context nature of Chinese society. Originality/value – Few studies have attempted to understand how cultural values influence young Chinese students' decisions on study destinations and their preferred communication sources for university choice.

The influence of money attitudes on young Chinese consumers' compulsive buying : Table of Contents

Dongjin Li, Ying Jiang, Shenghui An, Zhe Shen, Wenji Jin — Sun Jun 07 14:15:03 BST 2009

Abstract:
Purpose – The purpose of this paper is to investigate how young Chinese consumers' money attitudes influence their compulsive buying behavior. Design/methodology/approach – In total, 303 undergraduate students from Tianjin and Ningbo (two major cities in coastal China) answered a self-administered questionnaire. Findings – Money attitudes were found to significantly affect young Chinese consumers' compulsive buying behaviour. Specifically, the Retention-Time dimension significantly affected both male and female consumers' compulsive buying. However, the Power-Prestige dimension only affected male consumers' compulsive buying. Finally, the Quality dimension had a greater impact on male than on female consumers' compulsive buying. Research limitations/implications – The data were collected in two major cities in the coastal region of China. Given the differences between coastal and inland China, caution must be taken when generalizing the research results to young consumers from inland China. Practical implications – The discussion of the relationships between young Chinese consumers' money attitudes and their compulsive buying will help marketers and policy makers to better understand these consumers' spending behaviour. Thus, marketers can identify new market opportunities and form marketing strategies to target young consumers in China. On the other hand, policy makers can also form more effective education strategies to help young consumers to spend wisely. Originality/value – Different from previous research in money attitudes and compulsive behaviour, the research provides an in-depth overview of how male and female young Chinese consumers perceive money and how their beliefs about money affect their spending.

An exploratory study of young Chinese customers' online shopping behaviors and service quality perceptions : Table of Contents

Venkatapparao Mummalaneni, Juan (Gloria) Meng — Sun Jun 07 14:15:03 BST 2009

Abstract:
Purpose – This paper seeks to use the consumer-perceived levels of internet shopping skills and challenges, to cluster the young Chinese customers and to compare the quality perceptions of customers from the different clusters. Design/methodology/approach – A survey of 237 college students from Beijing with the average age of 20.2 was conducted via a paper-and-pencil questionnaire. All the constructs were measured using established scales. The students completed the questionnaire in their native language. Findings – The paper finds that, at the present level of internet development in China, online consumers can be segmented on the basis of their self-rated internet skills and their perception of the challenges involved in online shopping. Practical implications – Online customer segments obtained through internet skill and challenge level perceptions are demonstrated to explain some of the differences in the online shopping behaviors and service quality perceptions. The managers of online stores in China could segment young Chinese consumers based on this conceptual background. Originality/value – The online shopping environment in China is characterized by a relatively low level of participation, but a rapid rate of growth, especially among young consumers. This is one of the first studies which evaluated the young Chinese consumers' online shopping behaviors and provided a conceptual basis for segmenting this market.