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Volume : II, Issue : IX, October - 2012 Child's Use Of Pester Power In India Monica Chaudhary , Yajulu Medury and Aayushi Gupta Published By : Laxmi Book Publication Abstract : Children constitute a major consumer market, they have very strong power to
influence purchase decisions, and they have been playing important role in the family
buying process with direct purchasing power for snacks and sweets, and indirect
purchase influence while shopping for big-ticket items. Children are getting stronger
and they use different strategies to persuade their parents. This paper attempts to
highlight the different strategies which children today use to influence their parents. A
child's demographic factors like age, gender and number of child's siblings have an
important role in the usage of different influence tactics by children. The study was
conducted through primary survey (questionnaire) on 175 children in the age-group 8-
12 years. Collected data was analyzed based on frequency distributions. The collected
data were summarized, coded, and manipulated by using Statistical Package for Social
Scientists 16.0 (SPSS) and Microsoft Excel. The general findings of the study suggest
that demographics play an important role only in few influence strategies like emotional
and persuasion. Marketers should understand this and make effort in tapping the right
chord to make their product more buyable by families. Keywords : Article : Cite This Article : Monica Chaudhary , Yajulu Medury and Aayushi Gupta, (2012). Child's Use Of Pester Power In India. Indian Streams Research Journal, Vol. II, Issue. IX, http://oldisrj.lbp.world/UploadedData/1490.pdf References : - Thomson, ES, Laing, AW & McKee, L 2007, 'Family purchase decision making: Exploring child influence behaviour', Journal of Consumer Behaviour, vol. 6, pp. 182-202
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