Abstract:

This paper introduces a new service of Roper Starch Worldwide and Just Kids Inc., sponsored by multinational corporations such as Mars, Kodak, and McDonald's, to track the lifestyle and consumption patterns of 7-12 year-olds around the world. While uniformity of the survey method and instrument are maintained for cross-country comparison, adaptations are sought locally to capture unique retail and cultural characteristics. A pictorial response scale is used when interviewing children on emotions and preferences. Product usage frequency is asked of mothers, instead of children, to obtain data accurately. The survey reveals considerable spending power for children aged 7-12. In addition, there is active participation from children in making family purchase decisions in a number of product categories. The children of these six countries have many common dreams and aspirations.