Influence of Advertising, Parent power, Environment and Kids buying behavior on Pester Power.
This paper investigates the role of the child in modern consumption in terms of rights and responsibilities, focusing on the child–parent purchase relationship. Our study shows the influence of media on children which affects their buying behavior and lead to pester power among children and parents. Media has a huge impact on our lives. Due to the changing culture of the society, parents have become busy in their career, which results in children lead towards experienced things and dependent on media. We examined the children as customers within the child_ parent purchase relationship. This research was carried out by designing a questionnaire which was filled by parents. Our research shows the significant relationship between dependent and independent variables.
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