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Pester PowerMarketing Management
Prepared By
Kindly restrict the use of slides for personal purpose.Please seek permission to reproduce the same in public forms and presentations.
Manu Melwin Joy
Assistant ProfessorIlahia School of Management Studies
Kerala, India.
Phone – 9744551114Mail – [email protected]
Pester Power
• “Pester Power” or “TheNag Factor” as thephenomenon is known asin US literature is the“tendency of children, whoare bombarded withmarketers' messages, tounrelentingly requestadvertised items”. Thephrase is used to describethe negative connotationsof children's influence intheir parents buying habits.
Pester Power
• Due to children's buyinginfluence growing in linewith average householdincome, somecommentators now refer tothe home as being aFiliarchy due to the powerthat children may hold inthe household's consumerchoices. This makes pesterpower relevant for themodern household.
Pester Power
• Pester Power iscommonly used bymarketing companies totarget the 4–6 years oldcategory as they havelimited disposableincome of their own, andconsequently do not havethe means to buy goodsthemselves.
Pester Power
• The growth of the issue ofPester Power is directlyrelated to the rise of childadvertising. Mr PotatoHead was the firstchildren’s toy to beadvertised on television,this aired in 1952, andpaved the way for PesterPower as pitching tochildren was seen to be aninnovative new idea.
Pester Power
• It is now a convention forchildren’s products to bedirectly marketed at children.Through Pester Power,children have assumed role ofbeing the 'ultimate weapon' ininfluencing family spendingbecause of the how theyconsistently nag their parents.As a result, children have beenlikened to being a "TrojanHorse" within the modernhousehold for marketingcompanies
Pester power' costs parents £460 a year
• One in six parents claim they now find it difficultto say "no" to their child when pestered to buythem something.
• Nine out of 10 parents said their children demandthings when out shopping together.
• Just under one in 20 had not been mitheredwhile the rest choose to leave the offspring athome to avoid the whining.
• Of those that give in, four in five parents boughtsnacks even though they tried to be strict.
Reducing pester power• Lay down some ground rules.
Before you take your child to ashopping centre or otherpestering hotspot, talk aboutwhat behavior you expect andhow you’ll respond to anypestering.
• Praise your child for goodshopping behavior. If she getsaround the supermarket withoutpestering, give her lots of positiveattention to make sure she knowsyou’ve noticed. For example, ‘I’mreally proud of how you helpedme shop and didn’t ask for thingswe can’t get’.
Reducing pester power• Offer healthy incentives for good
shopping behaviour. For example,‘If you can get through thisshopping trip without asking forstuff, we’ll stop at the park on theway home’.
• Try to keep advertising to aminimum in your home – forexample, through the TV, radio,internet, newspapers and junkmail. Advertising is designed tomake children want things. Ifthey’re not exposed to it, they’reless likely to see products andthink they want them.
