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Selling to and Profiting from Families

Published by: Mintel International Group Ltd.

Published: Jul. 1, 2003 - 164 Pages


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INTRODUCTION AND ABBREVIATIONS 
ABBREVIATIONS
EXECUTIVE SUMMARY
Fewer children, smaller families
Family households are on the decline
Family food - who decides? 
Children's influence varies for major purchases
Children aged 10-15 have the most influence – and AB parents are most likely to listen
Those who can least afford it may be most tempted to indulge their children
Children, however, do not feel indulged
Fathers and mothers feel the same about spending on their children, up to a point
Children's response to advertising changes as they get older 
Childcare and educational spending more widespread
Higher-earning parents are the biggest spenders on education and childcare 
A third of 10-15-year-olds influence family computer purchase
Younger children have the greatest influence on the family car
Children have £1.5 billion to spend
C2DEs and only children are well equipped
Children aged 10-15 have the biggest influence on family holiday decisions
Changes in attitudes towards advertising, work and education may all affect families in the
future 
FAMILY BACKGROUND
Families in the population
Children in the population 
Family size 
Extended families
Family composition - those with children and grandchildren
FAMILY SPENDING: HABITS AND DECISION-MAKING
Family income and expenditure 
CHILDREN AND MONEY
Childrens income
Children's spending
7-10-year-olds 
11-14-year-olds 
Family food
The parents view
Children and shopping for clothes
Major family purchases 
Influences on purchase decision-making
WHERE DO YOU FIND INFORMATION BEFORE MAKING A PURCHASE?
ATTITUDES TOWARDS SPENDING
PARENT TYPOLOGIES
Indulgent parents
Parents with limits 
Cash-strapped parents 
Blackmailed parents
How far do these parental attitudes reflect in the influence children have over spending?
Indulgent or strict
The children's view
Attitudes towards advertising
The parents view 
Internet usage and satellite/cable ownership, April 2003 
The children's view
The marketing perspective
EDUCATION AND CHILDCARE: ATTITUDES AND SPENDING
Grandparents contributions
Childcare spending
Spending on basic education costs 
Spending on school trips and other educational extras
Spending on Higher Education and gap year travel
Children and books 
The marketing perspective
TRANSPORT AND COMMUNICATIONS
The family car
Bicycles 
Mobile phones
The marketing perspective
FAMILY LEISURE
CHILDREN AND AUDIO-VISUAL ENTERTAINMENT 
Computer games
Radio/TV/video/music 
HOLIDAYS 
Family decision-making 
Children's attitudes towards holidays 
Eating Out 
The marketing perspective
THE FUTURE
Family housholds are set to decline
Advertising to children
Flexible working 
Educational changes
The influence of children on family decisions
Socio-economic group
Family size
Age of children
APPENDIX: RESEARCH METHODOLOGY
INDEX OF REPORTS

Abstract

Mintel has produced a number of special reports dealing with children and families. The two most recent reports were Marketing to Children Aged 7-10 - UK, Special Report, 2001 and Marketing to Children Aged 11-14 - UK, Special Report, 2002, which were both published in 2002 and looked at the lifestyles and spending from the point of view of children. The last report to focus on parents was Family Lifestyles and the Effect of Work, published in 2000.

This report examines lifestyles and spending from the perspectives both of parents and of children, with a particular focus on purchase decision-making. It uses research from a number of sources, including a survey commissioned by Mintel from NOP among a sample of 4,040 adults, including 1,349 with children living at home (981 with children under 16) conducted in April 2003. Other sources include the Youth TGI surveys among 7-10 and 11-14-year-olds, both reanalysed by Mintel, and the adult TGI survey, plus a number of government surveys.

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