Indirect influence means that the kids' preferences are given consideration when parents make a purchase decision. "Kidfluence" is the direct or indirect influence kids have over family household purchases. Not only are they consumers in their own right, they also have a major influence over the family's purchasing power. Kids have a firmer grip over the society than what their parents ever had. Companies are using this segment to rake in profits. Marketing to kids may be your passport to growth. Like program length commercials, product placement is a covert form of advertising which promotes brand awareness and loyalty. 'Product placement' is also growing as marketers introduce brands into the sets and increasingly the scripts of children's films. These include cross-selling and licensed merchandising, program length commercials, product placement and the production of advertisements as entertainment in their own right. This hybridization is happening in a variety of ways. Indeed, in their culture advertising and entertainment are converging. The third issue addresses the childrens' culture, which is over dominated by technologically mediated entertainment and advertising. The second issue that the paper addresses is premature brand learning that plays an important role in future brand selection behavior. There are several ads that could be detrimental to children either because they encourage them to act in an unsafe manner or because they propound questionable values. Advertisers in India are frankly preparing children to become dutiful consumers in a society riddled not just with economic problems but also with social and cultural patterns that defy the entry of modern gadgets such as washing machines.
The proposed model is an attempt to explore these relationships thereby enriching and adding to the existing body of knowledge.This Paper touches upon a sensitive issue of rising consumerism in children owing to the flood of new TV programming presents gleaming images of a consumer culture at odds with the realities of most Indian children.
This behavior can lead to a culmination of a purchase outcome by a parent and thus it indeed becomes a significant pre cursor to many a purchase decisions. Pester power comes to play through a wide array of persuasive and emotional strategies/ behavior at a market place in which the type of family structure becomes a major factor to reckon with. The type of family structures namely the laissez–faire family, the protective family, the pluralistic family, and the consensual family has a lot of bearing on the way children use different types of pester power. The model is developed as a result of extensive literature review in the area of pesters power, family communication structures and purchase outcomes. The paper presents a conceptual framework which helps in understanding how pestering in children varies under the influence of different family communication structures and thus shaping a final purchase outcome. The purpose of the study is to explore how different family communication structures influence pester power in children, which helps in forming a final purchase outcome.
From followers of parental choice to co-decision makers while purchasing, children's influence in purchase decisions have been of significant interest to marketers across the globe. Children have emerged as a significant consumer group that cannot be ignored.