New Research Discusses Key Factors Influencing Marketing to Young Parents in China


Published on : Jan 05, 2018

Albany, New York, January 5, 2018: A new research study offering insights on key factors to consider while marketing to young parents in China has been added to the research repository of Market Research Hub (MRH). The report titled “Marketing to Young Parents - China - December 2017” is a valuable source of information and guidance for stakeholders looking to target this demographic in China. Analysis on key factors influencing consumer behavior has been offered in detail in the report.

The report begins with an executive summary that gives readers a holistic perspective on the key highlights of the report. The goal setting done by young parents in Canada has been discussed in the preliminary chapters, along with the division of responsibilities between young parents in terms of household chores has also been discussed. According to the report, there is a growing awareness among Chinese parents that educational activities are important for how a child spends leisure time. Owing to this, there are growing concerns on the content of uncensored media that a child can access through different forms of media. This has prompted Chinese parents to prevent their children selected content.

The report also discusses the subtle and nuanced factors that come into play while Chinese parents making buying decisions. For example, the report opines that young Chinese parents do not adopt a ‘know-it-all’ attitude while shopping for children. The priorities and values – key factors influencing buying decisions – have also been discussed in the report. They are increasingly relying on the opinion and recommendation of their children and close family and friends while making purchase decisions.

The report also offers a detailed consumer segmentation on the basis their attitudes towards life. There has been an increasing trend of pet humanization in many developing countries, and Chinese consumers are also splurging on pet products and services. This has prompted many brands to target this sentiment, resulting into pet becoming a new icon in commercials that are targeting young families. The facts and implications of this changing advertisement and branding scenario have been discussed in detail in the report. In addition to increasing emphasis on pet advertising, focus is shifting towards the opportunities that technology can offer in terms of looking after the health and well-being of a child. The report also discusses the facts and implications of the gender neutrality trend in China. As the priorities of the father and mother in a family are converging, there has been an increasing trend towards sharing family responsibilities. Overall, the report is a holistic piece of information that can serve as a guide to stakeholders looking to consolidate their position through effective marketing.

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