Abstract:
This research paper in albeit provides an empirical study on the various drivers of pester
Power and tries to identity the most influential source creating pester power. The study also attempts
to study the impact of pester power on final Purchase derision. The key literature on pester power is
reviewed. Primary data was collected from a sample of 84 children aged 3-7 and 8-12 using
questionnaire survey. Various statistical methods such as Pearson correlation, Linear Regression and
Chi tests were employed using SPSS version 16.0 to analyze the data. Children regard TV commercials
as an important information source for new product. However, they also place greater level of trust in
interpersonal information sources, especially in their parents who are perceived as the most credible
information source with respect to their learning about new food products. Also it has been verified
that the extent to which no of children is directly effecting the degree to which children are able to
influence their parent's decision. The study has made a contribution to the extant literature on
children as consumer. The findings would be valuable in assisting companies, especially those in the
food and FMCG industry, to have a better understanding of children's buying behavior.
