Chyon-Hwa Yeh

Development of consumer behavior patterns among Chinese children

Explores the consumer behavior patterns of urban Chinese children as a primary and an influence market. Examines, as primary consumers, their income, spending and saving patterns. Finds that they have two different types of income, save over half of it, and spend the rest on snack items, play items, and the largest portion on school‐related items. Analyzes their influence on the spending behavior of their parents and grandparents among 25 product categories and the results reveal that they influence around two‐thirds of parents’ purchases. Also considers role of age and gender on children’s consumer behavior. Discusses some marketing implications.

Multiple Co-primary Endpoints: Medical and Statistical Solutions: A Report from the Multiple Endpoints Expert Team of the Pharmaceutical Research and Manufacturers of America

There are quite a few disorders for which regulatory agencies have required a treatment to demonstrate a statistically significant effect on multiple endpoints, each at the one-sided 2.5% level, before accepting the treatments efficacy for the disorders. Depending on the correlation among the endpoints, this requirement could lead to a substantial reduction in the studys power to conclude the efficacy of a treatment. To investigate the prevalence of this requirement and propose possible solutions, a multiple-disciplinary Multiple Endpoints Expert Team sponsored by Pharmaceutical Research and Manufacturers of America was formed in November 2003. The team recognized early that many researchers were not fully aware of the implications of requiring multiple co-primary endpoints. The team proposes possible solutions from both the medical and the statistical perspectives. The optimal solution is to reduce the number of multiple co-primary endpoints. If after careful considerations, multiple co-primary endpoints remain a scientific requirement, the team proposes statistical solutions and encourages that regulatory agencies be receptive to approaches that adopt modest upward adjustments of the nominal significance levels for testing individual endpoints. Finally, the team hopes that this report will draw more attention to the problem of multiple co-primary endpoints and stimulate further research.

Consumer behavior of Chinese children: 1995‐2002

Chinese children’s consumer behavior and their influence on the consumer behavior of their parents are examined in a manner that allows comparisons with major findings reported seven years ago. Most noticeable differences are that the children’s income has doubled and their spending has almost tripled during the time period. Additionally, their independent store visits have increased 32 per cent and the number of stores shopped independently, 81 per cent. Their influence on parent’s regular purchases reached 68.7 per cent and on durable goods purchases, 23.3 per cent.

A study of children’s consumer socialization in Hong Kong over a five‐year period: income spending and saving

Reports on two studies conducted in Hong Kong, one in 1989, the other in 1994, to see if children’s socialization as consumers has changed in the intervening years. Formulates hypotheses, based on the earlier research, that children will receive spending money by the time they are four, that the amount will increase as they get older, children will spend money by the age of four, they will also save money, older children will visit more shops than younger children, and children will go shopping without parents by the age of four. Outlines the research methodology used – 318 questionnaires used for analysis, composition of the sample of respondents, demographics – and records how analysis of variance was used to make comparisons with data from the earlier study. Considers income, spending and saving attitudes in children, as well as how they spend and what they buy. Finds that, in 1994 (compared to 1989) children aged 6, 9, 10, 11 and 12 receive more money; 4, 7 and 10 year olds spend a higher percent of their income, saving has decreased for 4, 7 and 10 year olds, children’s real income has doubled since 1989, independent shopping trips seem to have been postponed until the child is 6 but co‐shopping with parents has increased for all ages; most shopping trips without parents focused on food stores and street vendors that were easily accessible from home, but purchasing behaviour has not changed significantly. Indicates that Hong Kong children are pursuing a western (US) model of spending income, rather than the Chinese model of saving, and that children are undergoing consumer socialization and consumer education – as evidenced by the single fact that in 1994

A Cross‐cultural Study of Children's Consumer Socialization in Hong Kong, New Zealand, Taiwan, and the United States

161.8 million was spent in Hong Kong by children aged 4‐12.