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Essay / Research Paper Abstract
This 15 page paper begins by providing data about the population of children in the U.S., divided into age groups. The paper then discusses the astounding buying power of children under the age of 18, both in terms of direct purchases and in terms of influencing parents' purchases. Data are then reported regarding the types of purchases children make. Following these data is a comprehensive discussion of the consumer socialization process as it relates to youngsters. This discussion inherently includes cognitive and social developmental processes and the identification of three specific types of consumer segments in which children are categorized. At the end of this section, the writer comments about how marketers use children to influence their parents' purchasing decisions as well as their own direct purchases. Bibliography cites 15 sources.
Page Count:
15 pages (~225 words per page)
File: MM12_PGchlcon.rtf
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Unformatted sample text from the term paper:
since the 1990 census (The Annie E. Casey Foundation, 2002). By age groups: * 0 - 4 = 19,175,798 * 5 - 9 = 20,549,505 * 10 -14 =
20,528,072 * 15 - 19 = 20,219,890 (U.S. Bureau of the Census, 2002). Total between ages 0 and 19 is 80,473,265. The difference between the total from The Annie
E. Casey Foundation and the U.S. Bureau of the Census is the Census Bureau table carries the age of children through 19 and the Casey Foundation carries the age to
17 (under the age of 18), a two year difference. What becomes immediately apparent is that there are an almost equal number of children in each age group According
to The Annie E. Casey Foundation, 10,054,000 children under the age of 18 live in low-income working families (2002). To further delineate the numbers, children between the ages of 0
and 17 account for 26 percent of the American population (Americas Children, 2001). That represents a huge consumer market and every age group either spends their own money directly
or they influence their parents to purchase certain items. Consider these data: * Kids between the ages of 4 and 12 spent approximately $2.2 billion of their own money in
1968; that amount increased to $4.2 billion in 1984, which quadrupled to $17.1 billion in 1994 and climbed to an astonishing $40 billion in 2002 (The Center for a New
American Dream, 2002). Analysts estimate that in just a few years, by 2006, this young age group will spend $51.8 billion (The Center for a New American Dream, 2002). That
is incredible buying power. * Youngsters between the ages of 12 and 19 spent about $92 billion of their own money in 1997 and $155 billion in 2001 (The Center
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