ABSTRACT
This chapter highlights the process of children's consumer perception and examines the link between children's consumer perception and their consumer lifestyles. In a growing consumer society, children are socialised at an early age to become responsible consumers, which usually starts as young as 5 years of age when 'children increasingly make independent purchases'. The growing children's market potential has motivated marketers to reach emerging segment of consumers. Graphics, cartoon and animal characters in packaging design are yet another factor that affect children's consumer perception. Many researchers argue that the use of cartoon and animal characters act as an attractive medium to catch the attention of child consumers. Concerning food preferences among children 'positive role modeling correlates with an increased interest in food and less food fussiness among children'. Understanding that children's consumer socialisation is influence by the socio-economic status of the family and its parental style, or as Ali et al.
