Consumer behavior of children in Hong Kong

Abstract

Objectives: The study examined some of the consumer behaviors in children, particularly, their saving patterns, product selection, information search when purchasing, and price-value understanding.

Methods: The present study was a cross-sectional research based on data collected from a self-administered questionnaire and structure interviews. Both quantitative data from the questionnaire and qualitative opinions were collected from 111 school-aged children.

Results: Saving rate was found to be decreasing with age, while gender exerted no effect on saving rate. The types of product bought varied according to age groups. More information was searched when the money was obtained from job rewards than directly from pocket money. However, no difference was found in information search between purchasing goods for themselves and for others.

Discussion: Since the saving rate decreases as children grow, children in early childhood should be encouraged to establish good saving habit and consumer behavior. Moreover, the high perspective taking skills of young Chinese children in production selection and information search is proposed to be originated from the Chinese authoritarian parenting style instead of voluntary self-initiate action. Educational or social programs are recommended to be conducted in classrooms to encourage children’s autonomy.