McNeal, James U.; Yeh, Chyon‐Hwa - In: European Journal of Marketing 24 (1990) 10, pp. 32-43
Driven by the needs of global marketers, a new programme is assessing the beginnings of consumer behaviour among young people of all industrialised nations of the world. The initial effort reported here was a study conducted among Taiwanese children. It measured the children′s income, savings,...