1.0 LEARNING ISSUES
What is a child?
A child (plural: children) is a human stages between birth and puberty. In Malaysia, the legal definitionof "child" (Age of Majority Act 1971) generally refers to a minor or a person younger than the age of majority (below the age of 18 years). Biologically, a child is anyone in the developmental stage of childhood, between infancy and adulthood.
What is children’s consumer socialization process?
The children’s consumer socialization process defined as the process by
which children acquire theskills, knowledge, attitudes, and experiences necessary to function as consumers. This process is shapedby a number of sociocultural sources including parents, peers, school, shopping experiences and themass media. Inevitably, the process is also influenced by prevailing state of the local, national andglobal economy.
What is marketing stimuli?
Marketing stimuli plays an important role in intergroup communication. It is a key variable both ininfluencing quality and moderating effects of intergroup contact on prejudicial attitudes.
2.0 PROBLEM STATEMENT
Marketers concerned with children as future adult consumers need to look at:
1. How is the current status of children as consumers in Malaysia?2. What are the several factors that determine children influence in consumption (not only in productrelevant to them)?3. What are the future challenges posed by these soon-to-be adult consumers?3.0 ANALYSIS3.1 Analysis On Problem Statement 1
Urban, Suburban and Small Towns
PopulationProjectionby Age in 2010
(based on 2000Population census)
4 years old (3.29 million)
9 years old (3.05 million)
14 years old (2.82 million)
19 years old (2.65 million)
about 41% of Malaysiatotal population2.
Male and Female
Race and Religion
Possible Sourceof Income
daily pocket money (RM1
or angpow during festive seasons
occasionally earn as bonus from adults (run errands, reward forgood school results, etc)
6 years old (pre-school)
12 years old (primary school)
19 years old (secondary school)
(refer Figure 1 inAppendicesfor statistic by race)
high obesity rate among
primary school children
were either overweight or obese
underweight (malnutrition) stood at 10.3%
in peninsular Malaysia,
overweight among 6
12 years old (11.0%)obesity among 6
12 years old ( 6.0%)
in whole of Malaysia,
overweight among 7
9 years old (6.8%)overweight among 10
13 years old (5.9%)
Table 1: Segmentation of Malaysian Children (Geographic and Demographic)