Abstract

This paper reveals that children exert considerable influence on parents purchase called pester power. Through review of extant literature it has been identified that children are major decision makers in household purchase. They are vulnerable targets of advertisers because of their nagging for everything they found good. Products marketed to children include sugar coated cereals, fast foods restaurants, candies, and toys. Children have attracted considerable attention from marketers due to tremendous potential in this market segment. The advertisements are making children informed and also affect their behavior. These factors are fuelling growing pester power and benefiting marketers. Reasons behind growing pester power are dual income families, busy schedule of parents, late parenthood, technological invasion, hurried child syndrome, and increasing retail stores. Marketers follow this route to build relationship with children to make them brand loyal customers. Children are allured by recent fads that are espoused by marketers resulting in their short term needs and wants. Pester power results in poor purchase decision that influences parent-child relationship too. Further attempts would be made to develop a conceptual framework through review of literature. Keywords- Pester power, brand loyal customers, parent-child relationship.