Study of the impact of Pester Power of Children on Family Buying Behaviour

Abstract

This paper tries to understand the influence that children exert in different stages of family buying specific to consumer durables and identify the tactics used by children to convince their parents and the parental response to the same in the Indian context. The study was conducted using the survey method with two different questionnaires for the parent and child respectively and data was obtained from 122 families from Goa and Bangalore from either of the parents and children in the age group of 7-13 years. The questionnaires were personally administered and any clarifications were addressed, thereby ensuring 100% response rate. The findings suggest that children use rational tactics to influence their parents. There were differences noticed among parents and children pertaining to the use of rationalizing and negotiating influencing tactics.