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

Abstract

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.