A STUDY ON IMPACT OF PESTER POWER ON PURCHASE BEHAVIOUR OF SELECT FMCG PRODUCTS IN HYDERABAD

According to change in time, the role of children in family purchase decision making is increasingly changing day by day. In recent years, a child possesses more power of independence and decision making directly or indirectly within the family purchases compared to earlier generations. The quantity of pressure exert by children varies by product category and stage of the decision making process. In connection with this, children are more voiced for the things they desire their parents to purchase and react accordingly; as a result of which the children became the new market segment. Children became active purchasers with easy access to money and the liberty to make their own choices. Children of today are significant as a primary, influential and a future market. Children's purchasing act is administered by the way they are socialized to act as purchasers / consumers. Family, friends / peers and media are main socializing agents. For certain products which are merely children's product they are the primary users or buyers. At times, they themselves purchase the product or choose the product before it is purchased by their parents or family members. Children may influence the purchases made by their parents or family members for the product or products which are used by the complete family. For some FMCG products such as Ready to Eat Food (RTF) or Instant foods, Toothpastes, Ice creams, Biscuits/Cakes/Chocolates, Health Drinks, etc. children exert direct influence or pester power by explicitly (or clearly) stating their preference and conveying them aloud. Hence, the main focus of this research is to study the impact of pester power on purchase behaviour of select FMCG products in Hyderabad region.