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Indeed, fizzy beverages, fast foods, and cereals accounted for 63 percent of the US marketing spend for youngsters. Pre-sugared cereals, soft drinks, savory snacks, confectionery, and fast food are among the most calorie-dense of all food particles and are promoted to youngsters. The impact of pester power on childhood obesity is a major problem. Sweden and Norway, for example, prohibit any advertising to children under the age of 12 in Greece, advertising toys is prohibited until 10 p.m. In comparison, another 35% stated explaining why the children couldn’t have the product was their favorite method for reducing the nagging.Īside from parental control of pester power, another obvious solution is to prohibit kid advertising. In studies where mothers were asked about their tactics for limiting the effectiveness of pester power, 36% claimed: “limited commercial exposure” was successful.
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In the home, one approach of reducing pester power exists. On the other hand, young children may not be eloquent enough to have any other viable tactics of persuasion therefore, the concept that advertisements are expressly designed to encourage young children to nag might be said to be false. One of the most common criticisms of pester power is that it indicates the child’s constant pestering.
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As a result, marketing companies have compared children to a “Trojan horse” within the modern household. Because they constantly annoy their parents, children have assumed the role of being the “ultimate weapon” in influencing family spending. It is now standard practice to promote children’s items directly to youngsters. Potato Head was the first children’s toy advertised on television, airing in 1952 and paving the way for pester power, as pitching to children was viewed as a novel concept. The findings of this study may benefit marketers to increase their market share by developing their strategies and marketing campaign and store managers to plan product placement in their stores in such a way that cultivates quest in children for products, considering them as influencers on parents buying decisions, in line with the study findings.The emergence of kid advertising is directly tied to the growth of the issue of pester power. In addition to that, this study is the first attempt in the Pakistan context, especially the FMCG industry. The findings of this study contribute to the existing literature on the impacts of pester power on the parents buying decisions through peer influence, product packaging, and advertisement. The results significantly indicate that product packaging, peers’ product preferences, and advertisements affects parents buying decision. The results confirmed the Pakistani children’s dominance in parents buying decisions for various Fast-Moving Consumer Goods (FMCG) products. Data were collected by distributing a survey questionnaire in supermarkets and shopping malls in Pakistan from 200 parents and were analyzed by using PLS-SEM. This study examined the impact of pester power on parent’s buying decisions, considering the peer influence, store environment, product packaging, and advertisement as stimuli of pester power.