India's kids market is growing at rapid pace and Walt Disney Company was to stay on top of the 'pile.'
To understand kids buying behaviour, Walt Disney Company (India) and GroupM have started a study under its KidSense.
Till now many few have focused on kids' behaviour and preferences and time has come to bridge this information divide, informed Ashutosh Srivastava, CEO of GroupM (South Asia).
This study was conducted over 10 Indian cities involving 3,400 kids in the age group, 4-14.
This study had followed the pattern in which they can know all possible factors influencing buying patterns such as style, colours, size, look etc.
Results of the study show that responses to advertising of different categories of both the gender of kids are similar.
Kids were very selective and aware of their preferences of products for colour, style, model etc.
As regards price, most of the kids displayed very low interest and awareness.
Jasmeet Kaur Srivastava of The Third Eye has categorized kids under following categories.
4-5 year old - Toothager 6-9 year old - Toonagers 10-14 year old - Tweenagers
According to Jasmeet, preferences of a 4 year old kid are much different than that of 7 year old kid and should not be categorized in one sample.
marketing@alchempro.com
