*Assistant Professor, S.V. Institute of Management, Kadi Sarva Vishwavidyalaya, India
**Student, S.V. Institute of Management, Gujarat Technological University, India
Online published on 13 February, 2014.
The purpose of this paper is to find the pester power's impact on the purchase decision of guardians with specific focus on snacks category. Data is collected from the families having children aged between 2 to 12 years of Ahmadabad city. Data is collected from 196 families. The descriptive & inferential statistics analysis i.c. chi- square test revealed the relationship between the Occupation of Parents and the opinion towards acceptance of children's request. The current research contributes to the marketers, how pester power's impact on purchase decision of guardians.
Pester power's, Snacks
