Pester power- The most powerful weapon of kids

Abstract

The internets have taken up the majority of children's leisure time, drastically altering their media habits. Even the dinner table, where parents used to instill many positive values and wholesome ideas in their children, has been supplanted with watching television. Children today are so technologically aware that they practically know how everything works on the internet, and their browsing habits expose them to more of these sites and products around the world that they may then demand from their parents. Children's growing consumerism is blamed for the emergence of Pester Power. Due to the deluge of new TV (television) content, this trend has emerged. Nowadays, almost all marketers seek to promote their goods directly to the young target audience. The composition of Indian families has shifted from joint families to nuclear or extended families as a result of influences from the west. Indian consumerism has been greatly influenced by exposure to the globalised world and changing family dynamics. Kids are ruling the consumer market as three distinct segments are represented by them. The research aims to study the influence of cartoon character, celebrity endorsement on child’ pester power. The study also proves that there is positive relationship between humour in advertisements with child buying behaviour.