Wee yet mighty: Latin America's kids. Consumption and influence

Telma Urich and Mónica La Madrid

Children are direct consumers of a series of products, in addition to influencing the purchase of certain products and services consumed in their homes.

Wee Yet Mighty: Latin America's Kids

Consumption and influence

Mónica La Madrid Markwald, La Madrid y Asociados, Argentina

Telma Urich Markwald, La Madrid y Asociados, Argentina

CHILDREN AS CONSUMERS

Today's generation of child consumers is altogether different from previous generations. Children as a group have become an extremely important market. Although this phenomenon is clearly evidenced in developed countries it also holds true in other regions as well. This paper will analyze both the occurrence and extension of this trend in Latin America.

The study of the market of children's products and of children as consumers is relevant...

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