• Ms Asha Chauhan
• Dr Ravindra

In today’s transforming scenario, an emergent phenomena of Pester power is to empower children to have primary power in purchasing decision making across the world. This paper attempts to bring receptive issue of growing consumerism in children in India. In today’s developing era, the urban children’s are relatively pro active, conversant, and are more receptive to influence their parent’s decision. With the amplification of Media, Internet, shopping and Television advertising, children are bloated full of information that lead to have a strong impact on their parents. This paper accomplish the dimensions of child socializing agents and different child request strategies used to pester parent’s to influence their decision. Descriptive and exploratory research design is used for the study and convenience sampling technique is used to collect the data. A sample of 200 parent child dyad (200 child and 200 Parents) was interviewed with a close ended structured questionnaire. The effort has also been made through this paper to find out whether there are any significant differences in relationship between child socializing agents and child request strategies

Pester Power, Family Purchase Decision, Child influence, Child Socialization, Child Request Strategy

"PESTERING PARENTS THROUGH SOCIALIZING AGENTS: A CASE OF FMCG PRODUCTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 7, page no.169-179, July-2018, Available :http://www.jetir.org/papers/JETIR1807030.pdf

"PESTERING PARENTS THROUGH SOCIALIZING AGENTS: A CASE OF FMCG PRODUCTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 7, page no. pp169-179, July-2018, Available at : http://www.jetir.org/papers/JETIR1807030.pdf