Impact Of Children On Household Consumption

In modern society, the family is an important unit of economic activity, its main activities have been transferred from the production of consumer, family and consumer activity has the closest and most extensive contacts. The family life cycle as a segmentation variable to study consumer behavior in Western countries has been applied very widely, and such research is still in its infancy in China.According to November 2000 the fifth national census statistics, the whole country 340 million families in the total number of nuclear families account for about 60% of households, of which about 95% for the one-child family, so one-child family is the family The main survival mode, and mainly in the cities.Ⅰchose the family life cycle of nuclear families as the research object, the child will be educated with children at different stages of the nuclear family is divided into five stages, namely pre-school stage (0 to 3 years) (stage), children in kindergarten (StageⅠ), primary (Ⅱstage), middle (Ⅲstage), high school (Ⅳstage), the University (V stage). Through small-scale depth interviews, analysis of each stage of the main tasks of family and consumer hot key, and then design the questionnaire, based on interviews examine whether the results of interviews with the universal and representative. Finally, the results of the analysis provided for the business of family can be used for each stage of the marketing strategy.Main conclusions are:1、Ⅰstage of the family on children’s consumption of hot goods are toys, baby food, baby supplies. Marketing strategy can be used are:knowledge of marketing to increase brand professional weight; marketing process to import the concept of health; take a variety of promotions, to provide consumers with affordable; use of the network, to narrow the distance with young parents.2、Ⅱstage of the family on children’s consumption of hot commodities kindergarten education services, specialty classes, clothing, food (mainly milk products), children’s books, toys. Marketing strategies can be used:the core of product design to meet the needs of family activities; to provide various incentives to encourage families to reasonable financial management; early childhood education focus on brand building, build word of mouth.3、III stage of the family hot commodity on the children’s interest in consumer specialty classes, cram, school supplies, clothing, toys, travel. Marketing strategies can be used:to educate the growing demand for the marketing point; implementation of brand strategy; for children to start marketing4、IV stage of the family on children’s consumer electronics products hot commodities (mainly MP3, MP4, mobile phone), cram, school supplies (including supplementary data), clothing. Marketing strategy can be used include:the marketing process and guide consumers to establish the concept of rational consumption; discern the role of division of the purchase process, do a good job of marketing strategies; grasp the laws of psychological development of young people, good advertising strategy; good brand promotion, train future brand loyalty.5、V stage of the family hot commodity on the children’s educational costs of consumer electronic products. Marketing strategy can be used include:the marketing process to import the concept of health; to increase medical and health care products in the market capacity; rich product features, providing quality products.