Paper Contents
Abstract
The present study deals with the impact of pester power on purchasing decision of parents with special reference to Pazhayangadi region of Kannur District, Kerala. The study explores how a childs age, behavior media habits and the way families communicate all play a role in shaping what ends up in the shopping kart. The study indicates that the younger children especially those under the age of eight, have a strong say in purchases, particularly when it comes to snacks and toys. Surprisingly, this influence doesnt seem to depend on how much money the family earns kids across income levels are equally persuasive when it comes to getting what they want. The results of the present investigation is discussed in detail in this manuscript.
Copyright
Copyright © 2025 Fathimathu Zahra E. This is an open access article distributed under the Creative Commons Attribution License.
