Children as consumers: consumption of carbonated drink at school
Interest in the relationship between children and the marketing system is a relatively new development especially in Malaysia. In Malaysia, the population for age group below 14 years old was about 8.2 million (Statistic Department: Malaysia, 2005). The powerful presence of this ag...
| Main Authors: | , , |
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| Format: | Book Section |
| Language: | English |
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Penerbit UTM Press
2009
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| Subjects: | |
| Online Access: | http://eprints.utm.my/14778/1/RohaizatBaharun2009_ChildrenasConsumersConsumptionofCarbonatedDrink.pdf |
| _version_ | 1796855438808973312 |
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| author | Baharun, Rohaizat Sulaiman, Abdul Rahman Ungku Ahmad, Ungku Norulakmar |
| author_facet | Baharun, Rohaizat Sulaiman, Abdul Rahman Ungku Ahmad, Ungku Norulakmar |
| author_sort | Baharun, Rohaizat |
| collection | ePrints |
| description | Interest in the relationship between children and the marketing system
is a relatively new development especially in Malaysia. In Malaysia,
the population for age group below 14 years old was about 8.2 million
(Statistic Department: Malaysia, 2005). The powerful presence
of this age group population has made it important to understand
children’s consumption behaviour in Malaysia. Although children
may not be the actual decision maker in deciding the need for goods
or services and may not be the one who really purchase the goods
or services, but since they may be the ultimate users to consume the
goods and services, their influence on the purchasing process should
not be undermined. According to Henthorne, La Tour and Hudson
(1997), children are becoming frequent and active shoppers in the
rest of the world and they will continue to have influence on certain
unique product categories such as fast foods and breakfast cereals.
In developed countries such as the USA, children play an important
part in the household’s consumption pattern. For instant, American
children under 12 years old and younger spend over USD14 billion
of their own money each year and influence over USD160 billion in
household purchases (Azoulay, 1998 and Woft, 1998). In addition,
they indirectly impacted on USD300 billion of parental expenditures (Brennan, 2000) and this trend is growing at a steady 15 percent per
annum over the past decade (Angrisani, 2001). |
| first_indexed | 2024-03-05T18:28:34Z |
| format | Book Section |
| id | utm.eprints-14778 |
| institution | Universiti Teknologi Malaysia - ePrints |
| language | English |
| last_indexed | 2024-03-05T18:28:34Z |
| publishDate | 2009 |
| publisher | Penerbit UTM Press |
| record_format | dspace |
| spelling | utm.eprints-147782017-08-14T00:45:40Z http://eprints.utm.my/14778/ Children as consumers: consumption of carbonated drink at school Baharun, Rohaizat Sulaiman, Abdul Rahman Ungku Ahmad, Ungku Norulakmar H Social Sciences (General) Unspecified Interest in the relationship between children and the marketing system is a relatively new development especially in Malaysia. In Malaysia, the population for age group below 14 years old was about 8.2 million (Statistic Department: Malaysia, 2005). The powerful presence of this age group population has made it important to understand children’s consumption behaviour in Malaysia. Although children may not be the actual decision maker in deciding the need for goods or services and may not be the one who really purchase the goods or services, but since they may be the ultimate users to consume the goods and services, their influence on the purchasing process should not be undermined. According to Henthorne, La Tour and Hudson (1997), children are becoming frequent and active shoppers in the rest of the world and they will continue to have influence on certain unique product categories such as fast foods and breakfast cereals. In developed countries such as the USA, children play an important part in the household’s consumption pattern. For instant, American children under 12 years old and younger spend over USD14 billion of their own money each year and influence over USD160 billion in household purchases (Azoulay, 1998 and Woft, 1998). In addition, they indirectly impacted on USD300 billion of parental expenditures (Brennan, 2000) and this trend is growing at a steady 15 percent per annum over the past decade (Angrisani, 2001). Penerbit UTM Press 2009 Book Section PeerReviewed application/pdf en http://eprints.utm.my/14778/1/RohaizatBaharun2009_ChildrenasConsumersConsumptionofCarbonatedDrink.pdf Baharun, Rohaizat and Sulaiman, Abdul Rahman and Ungku Ahmad, Ungku Norulakmar (2009) Children as consumers: consumption of carbonated drink at school. In: The Essentials of Marketing Principles. Penerbit UTM Press, Skudai, Johor, pp. 95-108. ISBN 978-983-52-0718-1 |
| spellingShingle | H Social Sciences (General) Unspecified Baharun, Rohaizat Sulaiman, Abdul Rahman Ungku Ahmad, Ungku Norulakmar Children as consumers: consumption of carbonated drink at school |
| title | Children as consumers: consumption of carbonated drink at school |
| title_full | Children as consumers: consumption of carbonated drink at school |
| title_fullStr | Children as consumers: consumption of carbonated drink at school |
| title_full_unstemmed | Children as consumers: consumption of carbonated drink at school |
| title_short | Children as consumers: consumption of carbonated drink at school |
| title_sort | children as consumers consumption of carbonated drink at school |
| topic | H Social Sciences (General) Unspecified |
| url | http://eprints.utm.my/14778/1/RohaizatBaharun2009_ChildrenasConsumersConsumptionofCarbonatedDrink.pdf |
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