文章基本信息

标题：Influence of Pester Power on Parents’ Buying Decision: A Focus on FMCG Products in Pakistan
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作者：Munir A. Abbasi ; Azlan Amran ; Hadiqa Riaz 等
期刊名称：International Journal of Marketing Studies
印刷版ISSN：1918-719X
电子版ISSN：1918-7203
出版年度：2020
卷号：12
期号：2
页码：115-126
DOI：10.5539/ijms.v12n2p115
出版社：Canadian Center of Science and Education
摘要：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.
关键词：FMCG;parents buying decision;pester power;Pakistan