The FINANCIAL — Children are a very large market mostly influenced by TV advertising, commercials and cartoons. On average their daily spending consists of up to 1.5 GEL according to Gogli-Mogli, the canteen chain operating in Georgian public schools. Moreover, the average child’s monthly spending on toys is between 20-50 GEL.
The FINANCIAL — Children are a very large market mostly influenced by TV advertising, commercials and cartoons. On average their daily spending consists of up to 1.5 GEL according to Gogli-Mogli, the canteen chain operating in Georgian public schools. Moreover, the average child’s monthly spending on toys is between 20-50 GEL.
“Demand for products and consequently children’s spending depends on their school’s location. In the city’s central districts individuals are generally from higher income families and there are higher sales of more expensive products,” said Tato Zarandia, Director of Gogli-Mogli.
According to Zarandia, out of pastries the biggest demand is for sandwiches, while out of sweeties – donuts and croissants are favoured, and yogurt is the most sold dairy product as well as drink. Average daily spending is from 1-1.5 GEL.
Currently Gogli-Mogli serves 10,000 pupils, having already distributed approximately 3,000 of their cards, part of a new payment system implemented by the company.
According to toy shops interviewed by The FINANCIAL, the most in-demand toys and their high sales are governed by the popularity of well-known cartoon characters.
Papo figures, such as knights, castles and animals are popular, as well as Lego toys, which have the highest sales among toy stores.
The major target audience among children is between 3-12 years. However, as representatives of toy stores admitted, older children are also interested in different types of puzzles, construction sets and distance remote control toys.
“The majority of sales among boys are for cartoon hero toys: Spiderman, Batman, as well as distance remote control cars. Demand mainly changes due to the popularity of different cartoons. Among girls sales numbers are led by Barbie and Bratz dolls,” said Ia Kipiani, Manager at Banana Boom.
“Out of older children there is demand for puzzles, construction sets, stride balls, as well as poker chips,” Kipiani said.
“We have observed decreased spending on toys at Tserodena,” said Tamuna Muzashvili, Manager of Cerodena shop. “Amongst boys we see high demand for transformers and cars, while amongst girls the highest sales are for dolls and dishes,” she added.
“The demand for toys is mainly seasonal at Chita,” said Khatuna Chkhikvadze, Purchasing Manager at Chita.
“In summer demand is mainly for beach accessories, for sand and water toys. While in winter more functional toys are sold,” Chkhikvadze added.
As representatives of toy stores admitted there is low demand for computer games, as the vast majority are freely available via the internet as well as facebook.
“Chita offers computer games in its Gldani branch. However compared to previous years demand for games has decreased slightly,” Chkhikvadze said.
The FINANCIAL interviewed 50 mothers about the purchasing habits of their children as well as the daily budget they give to their children.
The majority of those interviewed said that on average they give 2-5 GEL to their child every day, with a maximum weekly budget of 20 GEL. Parents explained the figure with the increased prices of products.
Moreover 60% of the mothers interviewed said that they mainly shop for clothes for their children rather than toys. However at least once a month they spent approximately 20-50 GEL on toys or puzzles. Most parents said that their children are interested in toys up to age 10, after which they mainly switch to computer games and other accessories.
30% of mothers believe they should give their children the choice of which toy to pick and therefore allocate a budget for them for this purpose. For this mothers provide children with up to 30 GEL per month.
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