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Our Bureau

Chennai , Dec. 8

ASIA-PACIFIC kids' buying behaviour largely echoes peer preferences; in India, however, television advertising holds the key to kids' spending decisions, according to the findings of an online study conducted by the Media Consumer Insights division of communications services major Group M.

Still, peer groups play a vital role in the Indian context too.

The study, which covered about 700 respondents in 13 countries, also indicates the minor role played by parents in this respect. Surprisingly, a greater percentage of Indian parents, when compared with their Apac counterparts, believe that their views do not have a bearing on their kids' purchase decisions.

But whatever be the buying behaviour and whoever influences it, it's ultimately the parents who hold the purse strings and decide what their children get. Indian parents, says the study, are less inclined to give their kids pocket money.

When compared to their counterparts in other countries, Indian parents also seem to be less inclined to give in to the wishes of their kids.

The study also shows Indian kids to be relatively poor managers of money.

Also, the interviews conducted during the study indicate that "parents everywhere seem to striving more to reason with their kids than `just say no.'" Parents, while deciding on their kids' preferences, are concerned over their children's understanding of the concept of `value of money.'

Therein holds a vital lesson to marketers, says the study. Which is that "any proposition to the child should not alienate the parent."

"Advertisers and marketers must walk a fine line — between what's hip and what's beneficial — to satisfy both these consumer constituencies," the study says.

This implies the use of differential communication through different media, addressing both parents and children, it says.

Further, marketers will do well to build promotions around the latest fad, as the high degree of peer pressure will ensure its success. Thus, "identifying kids' icons also becomes imperative in marketing".

The countries covered in the study include Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Pakistan, Philippines, Singapore, Taiwan, Thailand and Vietnam.

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