Purpose:  This original exploratory research study was to examine the influence of children's pestering on parents buying process called as pester power.
 
Methodology: Data were collected from 654 respondents of 6-15 years age group children and their parents using non-probability samplings through survey and interview methods by a structured questionnaire, from two states of Andhra Pradesh and the Telanagna States of India. Finally, 437 (66.8%) samples data was analyzed using the IBM SPSS and AMOS package using Exploratory Factor Analysis (EFA), and Structural equation modeling (SEM).
 
Findings: The study results revealed that entertainment, advertisement likability, content credibility, quality information and celebrity endorsement had a significant impact on children's pestering power, that affects their parents buying process. Families who want to shield their kids from needless commercial exploitation have a clear understanding of their problems, and the legislature must take crucial measures to control such advertisements to protect children, parents and society. Business people and media advertisers must focus on children attracting ads to provide quality, reliable, accurate and timely information about products as well as employing likeable and popular celebrity endorsement in the TV advertisements.
 
Novelty: The study helpful to marketer and advertiser to build strong advertising strategy improve the consumer retention.

/pdf/television-advertisements-children-s-pestering-power-2egkxyyb.pdf

Television Advertisements: Children's Pestering Power Influence on Parents Buying Behaviour

Media, being an important socialization agent plays a vital role in child development. Studies on the effects of mass media on a child behavior discuss the extent to which children are influenced by advertisements and are measured by the amount of child purchase requests. The dynamic promotional media in Asian countries have resulted in increased materialism among children. Marketers are targeting children at a very early age thus advertisement has turned to be a chief determinant of materialism and child purchase request. This paper investigates mass media as socialization operator and pester power originator for kids in Pakistan. It further studies parental perspective of mass media’s role in making kids more materialistic and hence shaping their product purchase request. Cross-sectional causal research was conducted using purposive sampling. Data was collected from parents of children aged between 7-11 years. Hypotheses statements were tested using SEM and bootstrap method using AMOS software. Mass media was found to be a significant predictor of pester power and materialism. Materialism was found to mediate the relationship between mass media and Pester power. The findings of this research are valuable for both marketers and parents in understanding and managing materialism and pestering among children.

https://nicerjss.com/index.php/JFME/article/download/83/85

Mass Media- An Originator of Pester Power and Materialism

The purpose of this study was to determine whether pester power which consists of peer influence variables, emotional pestering, persuasive pestering on parents' decisions to buy ice cream walls. Data collection was obtained from questionnaires distributed to 101 respondents obtained by the accidental sampling method. Respondents are parents of children aged 3-9 years who purchase ice cream walls from October to December 2021. This study is quantitative and uses SPSS 23 to process primary data obtained from respondents' answers. From the results of the study, it was found that all variables in the study had a significant influence on parents' decisions both simultaneously and partially and the Emotional Pestering variable became the dominant variable.

The Effect of Pester Power Variables on Parents' Decision to Buy Ice Cream Brand Walls at Alfamart Sriwijaya - Mataram

This study aims to understand the level of influence of Pester Power on the purchase decisions of food products by the parents in a convenience store environment. This study is important, as marketers should be aware of how best they can utilize the factors leading to Pester Power, eventually facilitating the decision of purchase in their favour. The data was analyzed using SPSS. The research questions addresses - the purchase decisions on categories of food products influenced by Pester Power and attributes added to influence kids that in turn trigger Pester Power. The paper provides empirical insights about how retailers and advertisers benefited from the trends of pester power and how important are children as customers. The paper includes implications for the development of marketing campaigns for children and future research may also focus into areas of how peer groups and other socializing agents affect child's information sources affecting pester power.

Pester Power and Advertisements Influence on Purchase of Food Products in a Convenience Store

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Pester Power and Advertisements Influence on Purchase of Food Products in a Convenience Store