Boys Vs Girls: Pestering Strategies of Children in India

This paper attempts to bring sensitive issue of mounting consumerism in children in India whose outcome is Pester Power, which means the nagging ability of children to purchase the product they desire due to some motive. In today's techno savvy epoch, the urban children are relatively more coupled, conversant, and are more prospective to influence their parent's decision. As disposable income is expanding in many families, parents appear more eager to buy goods for their children as compared to past. Due to enlargement of Media, Internet and Television advertising, children are stuffed with supplementary information and entertainment options which lead to have a strong impact on their parents. As children's’ culture are dominated by technology oriented entertainment and advertising as a result Children's as influencer in decision-making is mushrooming worldwide. This paper accomplish the key drivers of pester power and effect on parent's decision. The effort is made through this paper to try and find out whether there are any differences in the pestering strategies with respect to the gender of the child. An extensive review of relevant literature is done for a clear understanding of the concept. Descriptive research design is used for the study and a non probability sampling techniques are used. A sample of 200 parents (100 parents of girl child and 100 parents of boy child) were interviewed with a close ended questionnaire.