Traditionally, women were seen to be the purchasing agents for the family. Still women are the decision makers and influencers and in many cases, the buyers of the household substances. This is more so with the items related to Food and Housekeeping. However, with increasing participation of women in the workforce had prompted a shift in this role as children are increasingly the “buyers” for the entire family. In addition to that, the retro-effect of advertisers involving child artists in AD campaigns can also have an influence on the children becoming the Influencers for the purchase process as they are inspired by the advertisement
and aspire to buy the product advertised. Also, the modern Teens and even Tweens have developed the perception of having attained a sense of "Independence and Self-Decision Making" which they try to convey through Personal Judgement and Purchase Processes. "Purchase made to Innovate & use the Independence can be mostly found for products like Bingo!"
Can these be the only factors that has led to the School of thought of “Pester Power Effect”?
Absolutely not!!!!
Absolutely not!!!!
Even in families where women do not work, children are observed to share this role with
their mothers. Children enjoy greater discretion not only in making routine consumption
decisions for the family but also in pestering their parents to buy other products desired by them. Contemporary researchers express that children constitute a major Consum
er market, with direct purchasing power for snacks and sweets, and indirect purchase influence while shopping for big-ticket items. Indian children have recently attracted considerable attention from marketers since it provides tremendous potential (pegged at Rs. 5000 crore/$1110mn) and is rapidly growing. "Arokya Milk Campaign for "Smarter" Children"
their mothers. Children enjoy greater discretion not only in making routine consumption
decisions for the family but also in pestering their parents to buy other products desired by them. Contemporary researchers express that children constitute a major Consum
er market, with direct purchasing power for snacks and sweets, and indirect purchase influence while shopping for big-ticket items. Indian children have recently attracted considerable attention from marketers since it provides tremendous potential (pegged at Rs. 5000 crore/$1110mn) and is rapidly growing. "Arokya Milk Campaign for "Smarter" Children"Some of the Industrial research data explains everything in Detail:
- The Chocolate and Confectionary market is estimated at Rs. 1300 crore/$290mn
- The Apparel market at Rs. 480 crore/$110mn
- Kids footwear at Rs. 1000 crore/$220mn.
In addition to this, 54% of Indian population is estimated to be under the age of 25. This clearly illustrates the market available for marketers to exploit the opportunities which "Pester Advertising" offers. There could be valid assumption that, knowing the growing size of this population and also the pestering behavior of the children, which 
may have been in a nascent and not so developed state, that the marketers started to exclusively target them. More understanding can be obtained once we understand the psychology of children and in specific the behavior of Adolescents and in particular the "Tweens and Teens"
"Bicycle Industry strives heavily on Pester Power"
Sources: Article by Kauro, Academy of Marketing Science Review, Volume 2006 - No. 8
Marketing Research Reports by Halan in 2002 and Singh in 1998.
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