Now that we have discussed the importance of pester power for marketers and how it helps them in churning revenues, we shall now discuss some of the aspects which acts as catalysts for Pester power to work and its significances:
Grand-parents’ Affinity:
In the Indian context, it is majorly found that, the Grandparents tend to care more for their grandchildren and try to satisfy their desires. In India people tend to save m
ore and hence have higher pension amount and make heavy spending after they retire . This along with the fact that Grandparents have more emotional affinity for their grandchildren has been an important catalyst for the increasing level of Pester Power.
Retail Sector Growth:
The growth of retail sector has led to the visibility of many products which did not or may not have happened with the Kirana stores. As the Independence felt by the children increases, so does their tendency to make purchase on self-based rationale and beliefs. Thus the increasing visibility that happened with retail sector growth made such dynamic changes.
The growth of retail sector has led to the visibility of many products which did not or may not have happened with the Kirana stores. As the Independence felt by the children increases, so does their tendency to make purchase on self-based rationale and beliefs. Thus the increasing visibility that happened with retail sector growth made such dynamic changes.
Grand-parents’ Affinity:
In the Indian context, it is majorly found that, the Grandparents tend to care more for their grandchildren and try to satisfy their desires. In India people tend to save m
ore and hence have higher pension amount and make heavy spending after they retire . This along with the fact that Grandparents have more emotional affinity for their grandchildren has been an important catalyst for the increasing level of Pester Power. HDFC Standard Life Insurance Ad:
Working Mothers':
As we briefly discussed earlier, working women prefer to satisfy the needs of their children, since they feel that they are not able to satisfy most of the wants of their children. This however has aided in Pestering Effect, as such children slowly started to use such power for all their desires and in addition to their wants.
Hyper Parenting:
Generally parents want to satisfy all the desires in addition to the needs of their children, which has led to Hyper-parenting, by which the parents care excessively for their children. For example, giving the child Protinex, Complan and Horlicks in addition to giving good nutritional and natural food items to find them have a healthy body. Actually the parents want to care too much for their children. So what happens is, once the child even asks for a new food supplement, say Bournvita, they would be very much ready to make such expenditure.
Generally parents want to satisfy all the desires in addition to the needs of their children, which has led to Hyper-parenting, by which the parents care excessively for their children. For example, giving the child Protinex, Complan and Horlicks in addition to giving good nutritional and natural food items to find them have a healthy body. Actually the parents want to care too much for their children. So what happens is, once the child even asks for a new food supplement, say Bournvita, they would be very much ready to make such expenditure.
Greater Exposure to Kids – Growth of Kids Channel:
In the Indian scenario, there has been an increasing trend of Kids getting to know all the products in market ranging from watch, spectacles to even contraception! The factors that led to such exposure have been the explosion of media particularly targeting children like Cartoon Network, Chutti TV etc.
In the Indian scenario, there has been an increasing trend of Kids getting to know all the products in market ranging from watch, spectacles to even contraception! The factors that led to such exposure have been the explosion of media particularly targeting children like Cartoon Network, Chutti TV etc.
The “Askable” Parent:
Due to various factors, it may happen that the parents have a soft corner for their children. This can be due to either that the children were born late, i.e., delayed birth or they have only single parent (other parent separated or not alive or may be other reasons). In such cases the Pester power can definitely work.
Due to various factors, it may happen that the parents have a soft corner for their children. This can be due to either that the children were born late, i.e., delayed birth or they have only single parent (other parent separated or not alive or may be other reasons). In such cases the Pester power can definitely work.
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