Child Pestering: Tactics Used and its Influence on Parental Response

Abstract

In today's era, while purchasing many products, voice of children has
emerged as an important factor in buying decisions. They constitute
a big consumer market and their role in family's buying decisions,
play an important role in small as well as big ticket items. Children
adapt various strategies to persuade their parents for purchasing the
product they want. Marketers, in response to this information, have
come up with marketing communications that targets children
which influences the product purchase decisions of their parents.
Across the world, the pestering behavior of children have become an
interest area of focus amongst the marketers as well as researchers.
The study highlights the factors that affect the pestering of children,
tactics used by children to influence their parents, and its impact on
the purchasing decision of the parents.