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  1. B. Padmavathy
  2. Dr. K. Muthulakshmi

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Description: Children being the impressionable and notable section of the family own a voice in the purchase decisions made by their parents As a consequence , Pester power - the nag Factor is augmenting day by day .This research paper is attempted to analyse the different situations that leads to Pester power and also the different strategies adopted by the kids to win in the decision making of products by the family members in the present context Data were collected by distributing a survey questionnaire in retail stores from 200 parents and SPSS statistical tool was used to figure out the results of the data gathered . Therefore the aim of the paper is to probe into the various aspects of pester power in the present context.


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