New findings on purchasing power and purchasing decisions

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.

New findings on purchasing power and purchase decisions

Bernd Villwock IJF Institut fr Jugendforschung (Germany)

BACKGROUND

Initial situation

In Germany there are companies which have viewed children as an independent target group for marketing and advertising for many years. However, in addition to some very successful providers such as Lego, Kellogg's or McDonald's, there are also numerous companies which are still not beyond the experimental stage and which constantly suffer setbacks. Very many companies, in spite of having suitable products, have not yet tried any form of marketing to children. In comparison to countries such as France or the...

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