Abstract:

This paper demonstrates, in the first section, that the importance of children as purchasers in their own right is rather limited in spite of their significant potential purchasing power, and that is limited to a few product fields. The second section examines how the type and degree to which purchasing is influenced by product segment differ. Our conclusion is that only a discriminating case-by-case examination, in which adult purchase decision-makers also need to be taken into account, will make a company successful here. The results are based on two representative surveys from 1997.