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GSM 5230CONSUMER BEHAVIOR
Trimester 3 2009/2010
PBL2CHILDREN AS CONSUMERS
 
GROUP 6
 
KUAN YEN NEE (GM03698)TUNG WAI CHEE (GM03578)YONG AI LEE (GM03633)CHEE JINQ SHYAN (GM03528)
LECTURER : PROF. SAMSINAR BT MD SIDIN
 
 
2
CONTENT
Page1.0 Learning issues 32.0 Problem statement 33.0 Analysis 33.1 Analysis on Problem Statement 1 33.2 Analysis on Problem Statement 2 53.3 Analysis on Problem Statement 3 74.0 Recommendation 75.0 Appendix 8
 
3
1.0 LEARNING ISSUES
1.
 
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.
 2.
 
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.
 3.
 
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
 
Factors DetailsGeographic
Urban, Suburban and Small Towns
Demographic:1.
 
PopulationProjectionby Age in 2010
 
(based on 2000Population census)
 
0
 – 
4 years old (3.29 million)
 
 
5
 – 
9 years old (3.05 million)
 
 
10
 – 
14 years old (2.82 million)
 
 
15
 – 
19 years old (2.65 million)
 about 41% of Malaysiatotal population2.
 
Gender
Male and Female
3.
 
Race and Religion
All
4.
 
Possible Sourceof Income
 
daily pocket money (RM1
 – 
5)
 
 
annual
duit raya
or angpow during festive seasons
 
occasionally earn as bonus from adults (run errands, reward forgood school results, etc)
5.
 
Education
 
4
 – 
6 years old (pre-school)
 
 
7
 – 
12 years old (primary school)
 
 
13
 – 
19 years old (secondary school)
6.
 
Nutrition Status
(refer Figure 1 inAppendicesfor statistic by race)
 
high obesity rate among
pre-school
(2006 study)
 
25%
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)
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