Abstract:
Kids mean business to marketers. Children have a big say in family decision to purchase
many products. Marketers are trying to encash on the children's ability to nag their parents to induce
purchase. A lot of marketing and advertising activity is aimed at children. Kids are increasingly
influenced by commercialisations that often go against what parents are trying to do. The average
family size in India is on a decline coming in now at almost 4. Rapid economic growth has resulted in
greater incomes for the booming middle class. The eating out fast food culture which was
predominantly a western lifestyle is fast catching up in India especially in the state of Kerala. A
growing NRI population, high brand awareness among adults and children has led to a mushrooming
of several Domestic, National and International eateries. Eating out being basically a family impulse
decision, kids have major say in it. Fast food outlets are targeting kids by kids meal promos, toy
promos, gifts, events and entertainment areas to draw their attention. Pester power is all the more
relevant now. The study investigates the use of entertainment area at ChicKing outlets to induce
pester power.
