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Influence of Pester Power on Parents’ Buying Decision: A Focus on FMCG Products in Pakistan

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  • Munir A. Abbasi
  • Azlan Amran
  • Hadiqa Riaz
  • Noor E. Sahar
  • Hassan Ahmed

Abstract

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. 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. The results confirmed the Pakistani children’s dominance in parents buying decisions for various Fast-Moving Consumer Goods (FMCG) products. The results significantly indicate that product packaging, peers’ product preferences, and advertisements affects parents buying decision. 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. In addition to that, this study is the first attempt in the Pakistan context, especially the FMCG industry. 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.

Suggested Citation

  • Munir A. Abbasi & Azlan Amran & Hadiqa Riaz & Noor E. Sahar & Hassan Ahmed, 2020. "Influence of Pester Power on Parents’ Buying Decision: A Focus on FMCG Products in Pakistan," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 12(2), pages 115-115, July.
    • Handle: RePEc:ibn:ijmsjn:v:12:y:2020:i:2:p:115
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    References listed on IDEAS

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    1. Sarita Ray Chaudhury & Michael Hyman, 2019. "Children’s influence on consumption-related decisions in single-mother families: Research review and Agenda," Cogent Business & Management, Taylor & Francis Journals, vol. 6(1), pages 1622178-162, January.
    2. Fuller, Christie M. & Simmering, Marcia J. & Atinc, Guclu & Atinc, Yasemin & Babin, Barry J., 2016. "Common methods variance detection in business research," Journal of Business Research, Elsevier, vol. 69(8), pages 3192-3198.
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    Cited by:

    1. Saad AIT LAMKADEM & Smail OUIDDAD, 2020. "Ethical issues about kids targeting," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 7(12), pages 37-42, December.

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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