Financial Daily from THE HINDU group of publications
Tuesday, Jun 13, 2006
Financial Daily from THE HINDU group of publications Tuesday, Jun 13, 2006 |
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Marketing
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Marketing Research Walt Disney, GroupM team up to explore kids' market Our Bureau
Market survey This research throws up facts such as kids getting older and mature much faster than before. It says that children today are outgrowing their milestones faster than normal. It also throws up facts such as the 10-14-year-olds becoming increasingly competitive and wanting to become an achiever early in life.
Mumbai , June 12 Almost 66 per cent of kids have a clear-cut brand preference when it comes to buying high involvement categories such as a car, mobile phone or a TV set. An average of 40 per cent kids suggest brands to their parents, of which nearly 47 per cent parents value the children's suggestions. And, if you think it is just boys who are automobile freaks, then you are wrong. Girls almost match boys when it comes to interest levels in automobiles. These are excerpts of a study on kids' behaviour, Disney's KidSense, conducted by Walt Disney India and GroupM. While this research document is the first initiative by the two companies, KidSense in the coming months would put together periodic deliberations to understand the kids market, said Mr Rajat Jain, Managing Director, Walt Disney India. "There is a lot of gap in kids research in India and the association of GroupM with Disney is all about unlocking value in this growing market segment of young consumers," said Mr Ashutosh Srivastav, CEO, GroupM, South Asia.
Outgrowing their milestones
This research, which is a combination of both quantitative and qualitative studies, throws up facts such as kids getting older and mature much faster than before. It says that children today are outgrowing their milestones faster than normal. Preschoolers for instance, are supposed to be more independent today, while interdependence with peers is now setting in 10-year-olds too. The research also throws up facts such as the 10-14-year-olds becoming increasingly competitive and wanting to become an achiever early in life. While the quantitative research was done by Indica Research Practices and Consulting, the qualitative bit was done by Third Eye. The quantitative study covered kids aged 4-14, in the SEC A, B and C markets of Mumbai, Delhi, Kolkata, Bangalore, Ludhiana, Ahmedabad, Hyderabad, Chennai, Lucknow and Chandigargh. The qualitative study also covered kids aged 4-14 along with their mothers, teachers and kids experts in the markets of Mumbai, Delhi, Hyderabad, Baroda, Madurai and Lucknow.
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