PESTER POWER: ROLE OF TV ADVERTISEMENT AND PARENTS

Bhavsar Tushar M; Dr. Sonia Singla; Dr. Snehal Maheshkar

Volume : VI, Issue : IV, April - 2017

PESTER POWER: ROLE OF TV ADVERTISEMENT AND PARENTS

Bhavsar Tushar M, Dr. Sonia Singla, Dr. Snehal Maheshkar

Abstract :

Children are playing active role in modern consumption. Their role is not limited to that of a consumer only rather influence and pester power in determining what the family purchasing is increasing significantly. This paper explore the scope of pester power and role of media and parents in increasing the pester power. It is an attempt has been made to explore reason behind pester power and relation between parents profile and prevalence of pester power. The result of the survey show that children are more and aware today then past generation, This and awareness can be mainly attributed to their exposure to TV parents income and education level affect pester power significantly. The study provide implication for both parents and marketer