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Asian Journal of Management
Year : 2017, Volume : 8, Issue : 2
First page : ( 204) Last page : ( 214)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2017.00032.4

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

Dr. Kumar M Rupesh1,*, Sharma Kunal2,**

1Assistant Professor, Institute of Management, Christ University, Bengaluru, Karnataka

2Institute of Management, Christ University, Bengaluru, Karnataka

*Corresponding Author E-mail: rupmba@yahoo.co.in


Online published on 17 July, 2017.


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.



Consumer Behaviour, Kidfluence, Pester Power, Purchase Intention, Purchase Decision.


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