Review of Professional Management- A Journal of New Delhi Institute of Management

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Children are playing an active role in modern consumption. Their role is not limited to that of a consumer only rather their influence and pester power in determining what the family purchases is increasing significantly. This paper explores the incidence of pester power and role of media and parents in increasing the pester power. An attempt has been made to explore reasons behind pester power and relation between parents' profile and prevalence of pester power. Results of the survey show that children are more brand-aware today than their counterparts from past generations, this brand awareness can be mainly attributed to their exposure to TV. Parents' income and education level affect pester power significantly. Study provides implications for both parents and marketers.
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