Magazine article Marketing

The Pester Power of Children

Magazine article Marketing

The Pester Power of Children

Article excerpt

There seems to be a lot of interest in children at the moment. It is not just that we have been enjoying the company of the little darlings over the course of the school holidays, it is rather that at a time when many markets are facing contraction or stagnation, children's markets are seen to offer significant opportunities.

For a start, the number of children is growing. Even though women are having fewer children, sheer weight of numbers of those in the relevant childbearing age groups, means that we are currently in the throes of a mini-baby boom. As a consequence the pre-school population of nought-to-four-year-olds will continue to grow over the next few years, peaking at just over four million in 1995. Moreover, the numbers in both the five-to-nine-year-old age group and 10 to 14-year-olds will continue to grow until the end of the decade, although among the five-to-nines growth will e particularly strong over.

Children's markets are unique in that the purchaser, on the whole, is rarely the end user.

The spending power of young children is limited to pocket money and occasional handout from a friend or relative. Of course this income, shown in the chart, serves to make the children themselves a significant force in a range of low unit price "impulse" markets, such as confectionery, snacks, soft drinks, comics and magazines. It is really only when kids are old enough to have paper rounds that their own spending power is sufficient for them to be a significant force in wider markets. …

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