Kids pulling the purse strings, survey says

Kids pulling the purse strings, survey says

By Maria Endah Hulupi

JAKARTA (JP): The little ones may be noisy, demanding and
easily bored, but advertisers and shopping center managements
listen up.

Indonesian kids are tiny powers behind the purse strings in
the family, according to a survey conducted by Frontier marketing
and research, which examined attitudes, interests and opinions of
2,500 children, aged nine years to 12, from middle and high
economic bracket families in Jakarta, Bandung, Semarang, Surabaya
and Medan.

Frontier managing director Handi Irawan said children's role
as an influence on family spending was now greater than the
"primary market target" of their parents for some goods.

Contributing to the change is the fact that family sizes are
decreasing steadily in urban areas, the number of working parents
is increasing and there has been a resulting shift in parental
expectations toward children.

"Unlike the old saying that having more children would bring
more fortune, these days parents perceive children as a sort of
investment," Handi said. "They are willing to spend more for
their children's welfare, feed them better, give them better
education, hoping that someday they will become more successful
than their parents."

He added that keeping up with trends created "hidden
competition in the neighborhood. Mothers usually compete with
each other in pampering their children".

Mall managements and the retail sector in general needed to
focus on children's comfort while their parents were shopping,
because the former would try to persuade their parents to shop at
the place they liked, and avoid those they disliked.

"Eighty percent of the children decide which mall to go to.
Usually their choices are malls which provide areas where they
can play," he said.

Some stores say they have already recognized the value of the
young customer.

Assistant advertising and promotion manager with PT
Metropolitan Retailmart, Anskarina Christin M., said Metro
department store offers them specific goods from different
manufacturers and at different prices.

"They may not be the 'real' buyers but we offer them a variety
of goods to choose from," she said.

However, Handi faulted some retail operators for failing to
take kids into account.

"We often see how members of staff at the mall or supermarkets
give a cold look to a crying child, while other staffers consider
their playful behavior as disturbances. They should help these
children feel more comfortable while in their establishments."

The survey also disclosed that 90 percent of the children
surveyed have a huge role in various impulse buying, influencing
their parents in purchasing specific brands for edibles, like
candy, biscuits and dairy products.

They also hold sway in the choice of comics, clothing and
destinations for a family vacation.

However, when it comes to the purchase of items like
medications, television sets and cars, the ratio drops to two out
of 10 children, whose preferences on taste, colors and models are
heard by their parents.

Handi said consumer goods manufacturers could seize the
opportunity by directing their products to both parents and
children, or children alone.

"This opportunity has been taken up by some manufacturers of
dairy products. They successfully communicate their merchandise
in TV ads, targeting both parents and children or children
alone."

Television may be the ideal medium to get the message across.

The survey found that 55.8 percent of the children watch
television from after 2 p.m. to 6 p.m., with an average duration
of two hours. Another 26.7 percent watch TV after 6 p.m., with an
average duration of one hour and 29 minutes.

The children's favorite advertising figures were child singer-
movie star Sherina and artist-entertainer Joshua with 22.9
percent and 20.8 percent respectively, followed by young singer
Tasha and three adult entertainers adored for their good looks,
Tamara Bleszinsky, Ari Wibowo and Bella Saphira.

Sherina and Joshua also headed the list for favorite young
artists, gaining 45.8 percent and 22.9 percent respectively.

Favorite "idols" were again Sherina and Joshua, followed by
Irish boyband Westlife, lead singer Duta from local band Sheila
on 7 and Japanese cartoon character Sinchan (former president
B.J. Habibie was 18th on the list, as children said they liked
his quirky gestures and facial expressions!)

But advertisers and businesspeople have to move fast in
capitalizing on the trends.

"Trends are constantly evolving and children's preferences
will shift as well," Handi said.