Influence of TV Advertisements: Assessing Pester Power in Family Consumption

Authors:

 Neha

Research Scholar, Department of Management and Commerce,

Baba Mastnath University, Rohtak

Dr. Nisha Pawaria

Assistant Professor, Department of Management and Commerce,

Baba Mastnath University, Rohtak

ABSTRACT

This work examined the influence of television advertisements on family purchase decisions, focusing on the phenomenon of pester power exerted by children. A survey-based methodology was employed to capture parental perceptions across diverse socio-economic backgrounds. Findings from survey revealed that television advertisements significantly shaped children’s preferences, leading to frequent requests and persuasive behavior during shopping. Parents reported that repeated exposure to advertisements increased demand for branded products, often resulting in altered purchase decisions. The study concluded that television advertising amplified children’s influence in household consumption, reshaping traditional family decision-making dynamics.

Keywords: Television advertising, Pester power, Parental perception, Family purchase decisions, Consumer behavior etc.