Marketing in action: Pester Power

Résumé du document

Marketing in action; Pester Power: Today, everybody take into account the opinion of children in purchasing decisions. How can we explain that? This phenomenon reflects the evolution of mentality and the current trend of increase the importance of children in families. Nowadays, children have more autonomy and decision-making power within the family than in previous generations. Faced with this reality, a new phenomenon appears: "Pester Power". This is the power that children have on the family purchases. This power can be developed by using different tactics. In fact, children act in different ways according to situations, to influence their parents to buy what they want.

Extraits

[...] As well, Canada implemented Rules for Advertising to Kids4 which are similar to the European rules. In spite of this, America, the world leader hasn't taken any action about this problem and still considers children as a financial market target http://www.obs.coe.int/online_publication/reports/childadv.pdf.en http://www.reseau-medias.ca/english/resources/educational/handouts/advertising_marketing/kids_advertising_rules.cfm 15 Pester Power Marketing in Action RECOMMENDATIONS Nowadays a new trend of healthy products against obesity has been increasing in developed countries by taking out junk food and pop-pushers machines from school cafeterias. So, marketers should communicate products and brands highlighting their good qualities focusing on healthy messages as Mc Donald's Happy Meal which puts carrots on children's meal instead of French fries. [...]

[...] This is how, many kids are in constant contact with products making them decide or be a loyal purchaser of a determined brand. A good example is the firm called FIM, First Impressions Marketing, which is a consultancy specializing in school marketing by their Schools Sampling Bag Programmes which represent a target method of brand promotion to children in the United Kingdom. This company also realizes brand surveys and publishes a kids' free magazine for parents. As it can be seen, from this specific company, schools are being an attractive target Internet Another way that companies advertise is using a nowadays common unregulated tool between children called Internet. [...]

[...] This is why; marketers have developed different target strategies that are used to influence children to pester their parents. Finally, many marketers consider children as a financial market target because it is one of the best ways to increase sales by the strong influence most of the children have over their parents Pester Power Marketing in Action REFERENCES Books Consumer Behavior and Marketing Strategy, PETER and OLSON, Edition MCGRAW-HILL Consumer Behavior, HAWKINS, Edition MCGRAW-HILL Articles from Emerald A cross national study on children's purchasing behavior and parental response, Jayantha S. [...]

[...] The child got an effect reaction from his parents by telling them that he is consistent with the wishes of a higher authority. That means, threatening to defy the parents or directly asking the elders to help him to persuade the parents. Parents, unwilling to challenge the authority of such persons (grandparents, teachers, etc.) tend to yield to their children's requests not out of pity or conviction but to avoid unfavourable relationships. For example, the child can say that his teacher wants specific brand for paper!” Exchange tactics: The concept of exchange implies that there is something of value to be traded. [...]

[...] It is a kind of compensation. On the other hand, children are more autonomic so they use it to influence more their parents. Besides, involving more their children in family decisions parents increase this power loss to them. An other current trend is that people wait more before to have children because they want to have enough money to bring up them. Thus, children are more spoilt. As consequences, number of children decrease so their power increase. To sum up, nowadays, children are often the centre of a family's aspiration. [...]