Toying with buying: Kids rule the roost in purchasing patterns

Our Marketing Bureau in New Delhi

The Hyderabad-headquartered market research company NFO-MBL Ltd’s recent study ‘Junior Perspectives 2001’ confirms marketers’ best hopes — that the child is the master of their market destinies. A growing discretionary income, an ability to influence all indulgence purchases, an evolved media habit — all this, and more make the task of understanding children critical for marketers.

Conducted among 7-14 year olds representing socio-classification A, B and C from Mumbai, Delhi, Chennai, Calcutta, Ahmedabad, Vijaywada and Lucknow, the Junior Perspectives 2001 — which treats child both as a child and as a consumer — is intended to help marketers connect with children consumers. The study is the third track of its children-specific study ‘Junior Perspectives’, which was launched in 1999.

The NFO-MBL study throws light on the growing up of the children’s market. Around half the children surveyed (49 per cent) enjoy pocket money, which averages Rs 132 a month. ‘‘The pocket money varies dramatically across centres,’’ the study indicates. ‘‘It’s mostly spent on impulse food items.’’ (see graph).

The child is increasingly becoming a powerful influencer in almost all indulgence purchases — even in the purchase of personal care brands, which the child seems to be doing unconsciously.

In terms of money spent on children, clothes, birthday gifts and birthday parties represent huge market for brands. ‘‘These are almost fixed budgets for expenditures. These do not include any indulgence impulse shopping, outings and presents for other children,’’ reveals the study.

The study has also attempted to map the child’s mind. He’s respectful, idealistic and conformist: 73 per cent strongly believe that elders must be respected; 54 per cent believe that the poor must be helped; and 53 per cent hold the view that school homework (‘a necessary evil’) must be completed.

The kid is also moralistic: 30 per cent ‘strongly’ agree that smoking is bad while 57 per cent agree that it is bad.

The Indian children are not seen as resenting or envying their siblings. ‘‘Hands me downs, comparisons and sharing are taken in their stride,’’ according to the study.

The study, however, detects a small quantum shift at age 13, when the child seeks more independence, a need to be recognised as an individual and grown-up. Also, naughtiness sets in at the age of 9/10 years — the younger children are less inclined to play fool in the classroom. ‘‘On the other hand, bunking school is more acceptable to the younger children.’’

Indian children long for popularity and leadership. ‘‘Delhi represents a strange combination of dependence on friends alongside a fierce competition to be one-up on them,’’ notes the study. ‘‘The Delhi child’s intrinsic competitiveness spans all spheres while children in Mumbai are more relaxed.’’

English tops children’s favourite subject while social sciences turn out to be boring for them.

The NFO-MBL study comments that in an education subject where IQ, success, eligibility are all measured by marks, along with parental expectations to perform, the numbers in the report card is the common denominator for worries, cutting across all lines. ‘‘But kids are clearly less worried than teens in terms of marks, future planning, money, looks and right clothes.’’

Interestingly, in their media habits, children are found to be ‘‘fairly adult-bound on their TV preferences — either as a result of the single TV home or just seeking the higher complexity and excitement offered by adult programmes’’. In its earlier studies, NFO-MBL had found that children spent around half of their free time watching television.