Abstract
This study examined the impact of pester power on parent’s buying decisions, considering the peer influence, store environment, product packaging, and advertisement as stimuli of pester power. Data were collected by distributing a survey questionnaire in supermarkets and shopping malls in Pakistan from 200 parents and were analyzed by using PLS-SEM. The results confirmed the Pakistani children’s dominance in parents buying decisions for various Fast-Moving Consumer Goods (FMCG) products. The results significantly indicate that product packaging, peers’ product preferences, and advertisements affects parents buying decision. The findings of this study contribute to the existing literature on the impacts of pester power on the parents buying decisions through peer influence, product packaging, and advertisement. In addition to that, this study is the first attempt in the Pakistan context, especially the FMCG industry. The findings of this study may benefit marketers to increase their market share by developing their strategies and marketing campaign; and store managers to plan product placement in their stores in such a way that cultivates quest in children for products, considering them as influencers on parents buying decisions, in line with the study findings.
Highlights
Children are the most valuable and influential part of a family and always get more significant attraction and love from their parents
The objective of this paper is: 1) to explore the influence of pester power on parents buying decisions for Fast-Moving Consumer Goods (FMCG) products and will reveal the significant factors that help in building up pester power, 2)to investigate the relationship between pester power and parents buying decision of FMCG products, 3) to identify the factors that impact children to influence parents buying decisions and, 4) to determine whether pester power in children was nurtured due to their exposure to advertisement
This study investigated the role of pester power in parents buying decisions with the help of four predictors Peer influence, store environment, product packaging, and the effect of advertisement
Summary
Children are the most valuable and influential part of a family and always get more significant attraction and love from their parents. Targeting children to influence their parents or other family members is the key to business growth. Parents want their children happy, and children have the power to persuade their parents to fulfill their desires, whether it is essential or not. Because of the increasing trend of a nuclear family, children become more pampered, and this makes them more obstinate about their product choices. They want products, whether it is for their personal use or not. This nagging ability of children to force the purchase decisions of their family is called “Pester Power.”
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