An Empirical Study On Pester Power Consumer Behaviour In Children With Reference To Tiruchirapalli District

Abstract

In India, majority of the population constitutes younger generation. In the present scenario, family set up have contributed to mounting increase of pester power among children. Marketing companies have developed a concept called pester power marketing. The study focuses upon the rising consumerism in children owing to the increase of advertisements in the Television. The pestering behavior of children is the area of focus to many people across the world. This study helps to dwell upon the sources of information to the children, different strategies adopted by them to nag their parents and capture insight about the misleading false claims surrounding the phenomenon.