Raising purchasing power of children through the last decades brought to light this segment as yet another important consumers market. The importance of this market has been recognized both in marketing theory and practice. Research conducted by Sutherland and Thompson in 2001 revealed that children’s consumption has doubled in the 60ies, the 70ies and the 80ies, while in the 90ies it has even tripled. Some authors estimate that primary market in the USA accounted for $9 billion in 1989 and for $20 billion ten years later (McNeal 1992b, Davidson 1998).
According to McNeal (1992a) kids market is usually divided into three broad groups: (1) Primary market (2) Market of influencers and (3) Future market. While the above data mostly account for kids’ primary market, it should be noted that as a market of influencers it is even more significant. Namely, in 1992 this market was estimated at $132 billion (Power et al. 1991, Step 1993) and at the beginning of the century it accounted for $300 billion (Rosenberg, 2000), affecting family purchases in 62 product categories (McNeal 1992b).
In addition to undisputable growth in economic power of children it is important to understand their role in consumption has also changed. According to McNeal (1999) and Siegel, Coffey and Livingston (2001), the main shifts in family structure and therefore, in children’s socialization are following: (1) families becoming smaller; (2) increasing number of single parents; (3) rise in families’ discretionary income; (4) both parents work long office hours; (5) greater number of children live in stepfamilies; (6) giving children everything what they want in an effort to make up for time not spent with them. Consequently, kids are becoming more independent a...
... middle of paper ...
...d Thompson, B. 2001. Kidfluence: Why Kids Today Mean Business. 1st edition. New York: Paramount Market Publishing
Talen, E. and Coffindaffer, M. 1999. The Utopianism of Children: An Empirical Study of Children’s Neighborhood Design Preferences. Journal of Planning Education and Research 18 (4), 321-331
Turner, J. and Brandt, J. 1978. Development and Validation of a Simulated Market to Test Children for Selected Consumer Skills. Journal of Consumer Affaires 12, 266-276
Ward, S., Wackman, D. B. and Wartella, E. 1977. How Children Learn to Buy. Beverly Hills: Sage Publications
Weale, B. W. 1961. Measuring the Customer's Image of the Department Store. Journal of Retailing. Summer, 40-48
Williams, L. A. and Burns, A. C. 2001. Factors Affecting Children's Store Loyalty: An Empirical Examination of Two Store Types. Journal of Applied Business Research 17 (1), 61-82
In an article titled, “Food Advertising and Marketing Directed at Children and Adolescents in the US,” by Mary Story and Simone French, it talks about how advertisers are targeting children and teens. Based on what I read, in the U.S. alone, adolescents spend 140 billion dollars annually while children spend 12-25 billion dollars annually. Youths are spending money that could go towards their college funds and things that they need. (add something about article facts about marketing to children) In fact, in an article titled, “$211 Billion and So Much to Buy American Youths, the New Big Spenders,” it talks about how people ages 8-24 years old spent $211 billion in 2012. If they spent this much money in 2012, the cost most likely went up in 2017 since youths have so many ways of being exposed to ads currently. This can lead to many that shouldn’t be a
Lichter,Daniel T. and David J. Eggebeen. 1987. “Rich kids, Poor kids: Changing Family Structure and Income Inequality Among American Children.” Paper presented at the annual meetings of the American Sociological Association, 23-27 Aug., Cincinnati, OH. 12 May 2014
In my opinion Kid Kustomers by Eric Schlosser had a lot of valid points about marketing changes from before and now. The reading was primarily about children of this age is being marketed to a lot more than before. Schlosser explained how only a couple companies only marketed at children compared to now. The reading, also talked about the amount some companies spent on child marketing. I totally agree with Schlosser and the argument that companies are trying to garner sales from children.
The simulation game together with the class material provide with useful insight on how to define and select a target market. They both provide the bases for segmenting consumer markets. As state in the ...
It contains dissatisfaction that leads to over-consumption. Children are particularly vulnerable to this sort of manipulation, and the American Psychological Association article, “Youth Oriented Advertising” reveals the facts upon the statistics on consumers in the food industry. The relationship that encourages young children to adapt towards food marketing schemes, makes them more vulnerable to other schemes, such as, advertising towards clothing, toys and cars. Article writer of “The relationship between cartoon trade character recognition and attitude toward product category in young children”, Richard Mizerski, discusses a sample that was given to children ages three to six years old, about how advertising affects young children that are attracted to certain objects or products on the market. During this past decade, advertising companies have gone out of their way just to get the new scoop or trend children are into, gathering information and distributing it to other companies.
The present structure of the average family in America is changing, mainly due to the growing number of mothers who now work outside the home. The current mark of dual-earner families stands at 64 percent, making it a solid majority today. This alteration of the "traditional" structure of the family is a channel for other changes that may soon occur.
In the article “Report of the APA Task Force on Advertising and Children” talks about commercials targeting kids. First of all, Advertising didn’t take off until the arrival of various mass media;printing, radio, and television. Secondly, The British Parliament passed legislation in 1874 intended to protect children from the efforts of merchants to induce them to buy products and assume debt. Thirdly, Opportunities to advertise to children further expanded with the explosive growth the internet and thousands of child-oriented Web sites with advertising content have appeared in the past few years. After that, The growth in advertising channels reaching children and the privatization in children’s media use---have resulted in dramatic increase
American child spends part of his or her childhood in a single-parent family. The increase
advertising is becoming a bigger role in the lives of youth. Since deregulation in 1984, the money advertisers make off of kids has been increasing by millions each year. kids who don't even have the brain function to make a good choice on what they buy are being targeted as young as 5. As young kids become more accustomed to certain products young, they continue buying them over their whole life. This is what advertisers are causing by targeting the youth. Advertisers are finding that marketing to kids makes a lot of money, the youth believe everything they hear, and the advertising techniques they do today are almost sure to work.
Today's young people are generally unresponsive to traditional brand marketing messages. Teens spent $12 billion dollars last year according to a recent study of Teen Marketing Trends. Teens not only use their money on small purchases such as music, clothes and food but also have the power to influence high-end purchases of their parents. Every year younger teens are being marketed because that they are the future teenagers and brand loyalty is an important thing to many companies. If you can get an older child hooked on a product, they’ll generally love it for life. These younger age demographics are being marketed to because more and more kids have increasing spending power and authority over what is purchased in their household.
The text depicts a historical perspective on Middle Childhood, as during the twentieth century, children were viewed primarily as an economic source of income, in terms of providing for the family. According to the text this happens often in European counties and in parts of the United States. Elizabeth D. Hutchinson, Dimensions of Human Behavior The Changing Life Course 3rd, 2008. In this short review we will look at how this historical perspective in itself is not a question to how, but when these individual give.
According to Jenson & Fraser (2016), “children, youth, and families face enormous challenges in America society” (p.6). They further explained that, children experience issues of poor performance in school, dropout, and substance abuse, deprivation of basic resources and lack of safety. In my opinion, youths are face with an individualistic society. Therefore, some have experienced entitlement issues and have exhibited disrespectful behavior patterns. It is disappointing today that the emphasis is placed on our outer appearance while many children that I have encountered are starving for love and affection. My mother told me of parents who were not employed taking their children to daycare. Some parents are actually children themselves and do not have the necessary skills to teach their children what they need to be successful.
Kids being targeted is dangerous for a several of reasons. First, “the effects of aggressive marketing and consumerism on North American children are exhibited in a wide range of health problems…the more children buy into commercial and materialist messages, the worse they feel about themselves, the more depressed they are, and the more they are beset by anxiety, headaches, stomachaches, and boredom” (Veldbloom 333 ). The second reason is that it continues a vicious cycle from happy, wealthy people to poorer, sicker people, demonstrated by the fact that children want to be rich when they grow up (Veldbloom 333) Third, even when adults manage to resist the brainwashing from media sources, they must then avoid additional push to consume from their own children. “Children aged four to twelve influenced an estimated $670 billion of adult purchasing in 2004.” (Veldbloom,
children with the hopes that they can influence their parents choices when it comes to buying a
McGinnis, J. Michael., Jennifer Appleton. Gootman, and Vivica I. Kraak. Food Marketing to Children and Youth: Threat or Opportunity? Washington, D.C.: National Academies, 2006. Print.