A study was conducted in Hong Kong in 1989 to determine the extent and na- ture of consumer socialization of children. It was discovered that Hong Kong children are given money to spend and taken to the marketplace to spend it as early as age four. Additionally, the children's income, spending and savings increased with age thus becoming relatively sophisticated consumers by age eight or nine with substantial market potential of interest to many members of the business community. This study was repeated again five years later to determine how the consumer socialization process of Hong Kong children had changed over this period and the implications of these changes for mar- keting researchers and marketing managers.
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