Services and Relationship Marketing: Perspectives on Young Consumers

Yiwen Hong, H.A. Tran Nguyen , Sophie Yang

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


Children can be defined as being aged between 0 and 12 years old (Valkenburg and Cantor, 2001) and are identified to be increasingly important and influential as consumers in marketing research, partly due to their higher levels of disposable income (Calvert, 2008; Šramová, 2014). This is primarily due to increasing amounts of pocket money being given to children. For example, Calvert (2008) states that around 87 per cent of young children’s income is supplied by parents, compared to 37 per cent for teenagers. In 2002, it was found that children aged 4–12 years old spend around $30 billion USD per year (Calvert, 2008). They also influence family household purchasing decisions, including snacks, holiday and car-purchasing decisions. Indeed, estimates show that children (aged 2–14 years old) can hold influence over approximately $500 billion USD per year (Calvert, 2008).
Original languageEnglish
Title of host publicationYoung Consumer Behaviour:
Subtitle of host publicationA Research Companion
EditorsAyantunji Gbadamosi
Number of pages22
ISBN (Electronic)9781351819060
Publication statusPublished - 22 Nov 2017


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