SRI BALAJI UNIVERSITY PUNE (SBUP)

BIMM
SEMESTER-I-BATCH -2020-22
CONSUMER BEHAVIOUR
ASSIGNMENT – 3(UNIT-3)

(a)  Name of Student: - Manish Chauhan

(b)  Reg. No: - 09-1128
(c)  Specialization: - Marketing
(d)  Batch: - 2020-2022
(e)  Institute: - Balaji Institute of Modern Management
(f)  Semester: - Semester 1
(g)  Subject Name: - Consumer Behaviour
(h)  Assignment No: - 3
(i)  Submission Date: -10/01/2021
(j)  Total no. of pages written: - 13
Questions
Q1. Imagine and document the psychographics of following set of consumers: a) Vintage Car
Collectors 2) Off-roading enthusiasts 3) Bake & Make_My_own_Pizza visitors 4) Food
Vloggers. List eight personality traits for these four profiles. Use youtube to acquaint to these
four groups if needed. Discuss & justify your personality traits selection for these four groups.
A1. a) Vintage Car Collectors:
Innovators
These consumers are on the leading edge of change, have the highest incomes, and such high self-
esteem and abundant resources that they can induldge in any or all self-orientations. They are located
above the rectangle. Image is important to them as an expression of taste, independence,
and character. Their consumer choices are directed toward the "finer things in life."
1. Innovators: A vintage car collector may always want to find a new vintage car to add to his
collection, thus he cannot be a laggard in case of vintage cars.
2. Open Minded: Such a consumer must be an open minded individual.
3. Individuality: Such a consumer must have individuality and must be inner directed.
4. Novel and Complex: Such a consumer must have optimum stimulation level, exploratory
purchase behavior, and may explore vicariously and also have innovativeness.
5. Preference of Thinking: Such a consumer must have high need for cognition.
6. Preference for written: Such a consumer must be a visualizer
7. Importance of possession: Such a consumer must have high materialism.
8. Fixation: Must have high fixation for vintage cars.

2) Off-roading enthusiasts:
Experiencers.
These consumers are the high-resource group of those who are motivated by self-expression.
They are the youngest of all the segments, with a median age of 25. They have a lot of energy,
which they pour to physical exercise and social activities. They are avid consumers, spending
heavily on clothing, fast-foods, music, and other youthful favorites, with particular emphasis on
new products and services.
1. Innovators
2. Open Minded: Such a consumer must be an open minded individual.
3. Individuality: Such a consumer must have individuality and must be inner directed.
4. Novel and Complex: Such a consumer must have optimum stimulation level, exploratory
purchase behavior, and may explore vicariously and also have innovativeness.
5. Preference of Thinking: Such a consumer must have low need for cognition.
6. Preference for written: Such a consumer must be a verbalizer.
7. Importance of possession: Such a consumer must have low materialism.
8. Compulsion: Must have high compulsion.
 3) Bake & Make_My_own_Pizza visitors:
Makers.
These consumers are the low-resource group of those who are motivated by self-expression. They
are practical people who value self-sufficiency. They are focused on the familiar-family, work,
and physical recreation-and have little interest in the broader world. As consumers, they
appreciate practical and functional products.
1. Innovators
2. Open Minded: Such a consumer must be an open minded individual.
3. Individuality: Such a consumer must have individuality and must be inner directed.
4. Novel and Complex: Such a consumer must have optimum stimulation level, exploratory
purchase behavior, and may explore vicariously and also have innovativeness.
5. Preference of Thinking: Such a consumer must have high need for cognition.
6. Preference for written: Such a consumer must be a verbalizer.
7. Importance of possession: Such a consumer must have high materialism.
8. Compulsion: Must have high compulsion.

4) Food Vloggers:
Experiencers.
These consumers are the high-resource group of those who are motivated by self-expression.
They are the youngest of all the segments, with a median age of 25. They have a lot of energy,
which they pour to physical exercise and social activities. They are avid consumers, spending
heavily on clothing, fast-foods, music, and other youthful favorites, with particular emphasis on
new products and services.
1. Innovators
2. Open Minded: Such a consumer must be an open minded individual.
3. Conformity: Such a consumer must have individuality and must be inner directed.
4. Novel and Complex: Such a consumer must have optimum stimulation level, exploratory
purchase behavior, and may explore vicariously and also have innovativeness.
5. Preference of Thinking: Such a consumer must have low need for cognition.
6. Preference for written: Such a consumer must be a verbalizer.
7. Importance of possession: Such a consumer must have low materialism.
8. Compulsion: Must have high compulsion.

Q2.Select two households featured in two different TV series of recent times. Firstly classify
each household into one of the social classes discussed in the course. Then, analyse each
household’s lifestyle and consumption behavior. Compare the two households if they fall into
different social classes.
A2. Lets we compare two family types as HOUSEHOLD 1 AND HOUSEHOLD 2 in which
household
1 category is time rich plus rich in money also on the other hand household 2 aren’t the same case
poor plus lack in skill requirement which is the ulterior requirement we need in this fast changing
world also they are facing the grave time paucity.
HOUSEHOLD 1 –
The time-rich are people/consumers with the perception that time abounds and often associates with
“killing time”. This group is large, larger than in any other period of human history. However, only a
fraction of the time-rich are also the money-rich. This group contains the following important
socioeconomic segments:
- retired people - children and youth - unemployed. The main reasons for having such a large group of
time-rich are: - retirement with pension - longer life - no child work - increased prosperity. To be retired
with a pension is a new idea in a historical perspective. The number of retired people with pension is
increasing rapidly. Life expectancy is also constantly increasing. All in all, this is an increasingly
interesting segment from a commercial perspective. In most countries, the law forbids child-work and the
work debut is every year taking place later. Many young people study and many are postponing their
family and work responsibilities much longer than just a generation ago. Many people fluctuate between
time-rich and time-poor, depending on the state of the economy. This group consists of the unemployed.
HOUSEHOLD 2
Most professionals and parents with small children are time-poor. Many of the time-poor perceive time as
their scarcest resource and the term “saving time” is often associated with time-poor. The main reasons
for having an important group of time-poor are: -
- those employed have to work hard freely or as a consequence of organizational pressure
- the distinction between work and leisure is becoming more blurred
- the increasing supply of goods, services and choices to fill up our time
- the need to always be prepared for changes, to learn and acquire new knowledge
- the consciousness that you yourself are in charge and responsible for your future.
Time-poverty is associated with economic success. Work identity is for many becoming more and more
important. In addition, work itself has become more exciting. It gives new challenges every day and a big
dose of satisfaction. Many begin to value everything from the benefits they can get in their work-life or
job career. Anthropologist Jan English-Lueck, puts it this way: “We call it techno-optimism. There is an
addiction to opportunity and if you don’t see it that way, why are you even here?” (Newman, 2001).
Although the time-rich group is equally large, most of the interest in the media is devoted to the time
poor.
We are used to go to job, work there, then go home from work and be free for leisure activities, to relax,
to be with family and friends, go fishing etc. Our time has been divided between work and non-work or
leisure activities. The intention related to the idea of home- or distance-work is largely to improve the
situation of many who do or can work like this, but it often results in both long hours at work combined
with early or late working hours at home. The information technology and telecommunications give us all
the possibility to work and get in touch with the office anywhere, anytime, and soon even anyway.
Only few people can avoid the temptation to check the voice and e-mail messages when they are out
of their office if they have the possibility to do that.
Conclusion
As we compared both the household with each other both in terms of time and money and we have
seen that no household is perfectly having both time and money. Also various other factors also
impact in behaviour of consumers like geographical factor, political, socio, religion, economical etc.
these are some other consequences which impacted on both the household thinking process on the
other way around.

Q3. Does your lifestyle differ significantly from your parents lifestyle? If so, how are the two
lifestyles different? What factors cause these differences? How do these differences impact
purchases/ product assortments between two generations?
A3. Yes, the lifestyles of my parents and mine differ significantly, while I belong to the Millennial
generation, my parents belong to the generation known as baby boomers. The difference in lifestyles
and purchase, between these generations are given below:

MILLENNIALS | 18 – 35 YEARS OLD

Millennials are harnessing the power of the Internet to make better, more informed decisions; 33% of
millennials rely on blogs before making a purchase and eight out of 10 millennials never buy
anything without reading a review first. And brands put a ton of money into getting their attention,
whereas traditional marketing has taken a backseat (less than 1% of Millennials are influenced by
traditional ads), and word of mouth marketing, user-generated content, and social selling are much
more persuasive.
Like Gen Z, authenticity is incredibly important to this generation and millennials are inherently
suspicious of being sold or lied to by brands. Millennials want brands to get real and rally behind a

cause, and they are willing to pay for it – in fact, they are 50% more likely to purchase from a
company that supports a cause.
Social media has transfixed this generation, and can be a significant tool for brands. A study found
that 62% of millennials say that if a brand engages with them on social networks, they are more
likely to become a loyal customer.
Millennials are very price-conscious and base their purchasing decisions on getting the utmost value
out of their purchase. Price is the most significant force powering brand loyalty, and two-thirds of
millennials say they will switch brands if they are offered a discount of 30% or more.
 Millennials are multi device savvy, meaning they regularly switch between using different types of
tech devices a day. This is true for commerce. Whether it be researching online, shopping in-store, or
purchasing on their mobile device or desktop computer – technology enables millennials to purchase
how they want and when they want. Unsurprisingly, millennials are more likely to buy on their
smartphones than the rest of the population (43% versus 28%).
BABY BOOMERS | 52 – 70 YEARS OLD
The Boomer generation has the greater amount of disposable income than all the other generations,
but it is their purchasing patterns that set them apart the most from the younger generations.
According to a study conducted by Visa, by 2020 there will be 11 million more consumers over age
60, while the share of spending among younger consumers is expected to decline over the next 10
years.
What goes into their purchasing decisions?
They value in-person customer service above all; Loyalty One found that the Boomer generation was
most likely to abandon a purchase following a subpar customer experience.
A report by Colloquy shed light on the purchasing patterns of the Baby Boomers:
For them, shopping serves a different purpose than other generations, less than a third of baby
boomers find shopping relaxing. And likely the best generation to win at The Price is Right; boomers
scored highest in knowing how much products cost – reflecting a more price conscious and fiscally
conservative generation.
Just 37% of baby boomers say they are likely to browse for new products, the majority of this
generation isn’t interested in trying and testing out new products, and much more likely to buy what
they originally intended on buying. This purchase confidence is echoed in how baby boomers see
reviews and referrals, only 12% of boomers rely on family and friends to help them decide on a
purchase.
At 84 %, Boomers were highest amongst all the generations to want to shop in-store and 67% note
that if what they are looking for is unavailable, they prefer to purchase it at their local retailer rather
than order online.
And while boomers are preferential to the in-store experience, they are not unfamiliar with online
shopping. With 85 percent of surveyed Boomers reporting that they research products on their web
browsers, brands need to take an omn ichannel approach when marketing and selling to boomers.

Younger generations aren’t purchasing like their parents or grandparents, so to move the purchasing
needle to implement a tailored business approach for each generation.
Q4. Why is an Opinion Leader a more credible source of product information than
advertisement for product? Discuss the factors that affect the credibility of formal
communication sources of product communications.
A4. Opinion leaders are influential in business. They are a reliable and trusted source in their area of
expertise for consumers, often helping them make decisions with purchases or lifestyle choices. In
this article, you can learn what an opinion leader is and why opinion leaders are essential.
An opinion leader is someone who has mastered a specific market or industry and has established
trust within a community as an industry insider or decision-maker. They have an audience or
following that
trust them as a source of information for their interests.
An opinion leader can make a career out of influencing their audience based on industry trends,
current events and consumer behaviour within the market. Opinion leaders have to be deemed
credible by the audience listening to them. If you have friends who you trust and rely on for advice,
you certainly respect their opinions on some topics because you find them to be credible. They have a
breadth of knowledge of a particular topic and you can see it in their eyes and hear it in their voice
how passionate they are about a cause. If you have a friend who loves technology and is a gadget
freak, you probably ask them for advice when you buy, say, a new smartphone or a TV.
They can give you some incredible insight into these products. They know the landscape of tech and
they know you, so they will guide you in buying something that is good for you. They will be there
with you as you walk through the electronics store or be at your home as you browse through the
electronics section of Amazon.
When opinion leaders happen to be people in your circle, you trust them even more because they
provide unbiased information and advice. Oftentimes, when somebody acts as a spokesperson for a
brand, they are usually doing it because a company paid them. They receive some sort of commission
for the boost in sales they are responsible for and generally, they will only say positive things about a
product or service. They will paint an amazing picture of the product, talking about it as if it was
perfect and nothing comes close to it.
On the other hand, your friends or family members, who have no affiliation with a company in terms
of marketing, will mention the pros and cons of any product. They have your best interests in mind
and want you to be happy. They will paint a picture with all the colors available and show you
exactly what it is.
The good opinion leaders, the ones who really matter and have a direct impact on consumer
behaviour, are usually very self-confident in their knowledge of the products they themselves have
used. Because they are confident, they are willing to talk to others about the products and services
they used and want others to buy them, too. They are usually quite friendly and nice, getting along
very well with other people because they tend to come from the same social class as many other
customers. This is why they resonate so well with a vast majority of people; they are one of the
crowd. Nobody special or elite, just another regular person who is exposed to things that others want
to be a part of.
THE IMPORTANCE OF OPINION LEADERS IN MARKETING
Businesses rely heavily on marketing tactics to get their products and services noticed by the
consumers, to get them interested to buy their goods. Billions, even trillions, of dollars are spent
every year by firms all across the world solely on marketing. The marketing industry is very
expensive, with traditional print media marketing (newspapers, magazines, banners, etc.) and the
newfound digital marketing (search engine advertising, social media marketing, etc.) being
implemented by all of the major corporations to get their voices heard.
However, relying solely on these forms of marketing is not enough to get into the good graces of
consumers. Since these methods lack a sort of physical touch, many consumers consider these
methods a bit distant. They want something that speaks to them. Literally! That is where opinion
leaders can make a world of difference.
Businesses soon realized that it would be more beneficial to the consumers, and ultimately
themselves,

To have opinion leaders’ brand and market these products on their behalf. If an organization wants to
promote its brand and reach a wider audience by spreading the good word, they can have an opinion
leader do
their work for them. Rather than having things thrown at people in the form of ads, it is far more
effective to have an experienced and influential person talk to the consumers and sell the product for
you. Opinion leaders are perfect for influencing consumer behaviour.
As a marketing technique, taking advantage of opinion leaders will surely work in the favor of a
company. Companies do not need to market and advertise their products to an entire consumer base.
If they project that 10 million people will eventually use their products, they can start very small and
advertise only to a group of, say, 10,000 people. These 10,000 people are the first customers of a
company’s product but more importantly, they are the influencers who can have a significant
influence in how other people perceive the product.
According to Chris Breikss, Founding Partner of 6S Marketing (a marketing agency based in
Vancouver), “The rise in popularity of key opinion leaders, or influencers, in marketing strategies is
indicative of how influential they are in persuading others to follow suit and adopt a particular
technology.”
Their Influence on the Purchasing Decision of Consumers
Opinion leaders are perfect for implementing the “word of mouth” strategy, a marketing technique
where people convey to others their own thoughts on a particular product or service. The beauty of
this technique – it is practically free of cost. It requires almost no investment on the part of an
organization. According to several reports, influential people can affect the buying habits of, on
average, 2 people by word of mouth. In case of online buyers, it jumps up to about 8 people on
average.
That means for every influential person, there are potentially several other possible consumers out
there who will be convinced into buying a product after hearing some good words from an opinion
leader. Those who are listening are opinion seekers and after being successfully persuaded into
buying a product, they become familiar with it and learn more about it. Eventually, the people who
were once opinion seekers will become opinion leaders to others who are seeking advice. The
message relays from one group of opinion leaders to another group of opinion seekers, and this
transforms the seekers into leaders.
Opinion leaders have become such a common marketing strategy that in a recent study conducted in
Europe, 7000 consumers were polled and 60% proclaimed that were influenced by friends and family

members. These friends and family members are the opinion leaders in this case. Amity Business
School conducted a study to see the implementation of word of mouth in various industries and
sector. According to their report, 24% of people were influenced into buying consumer electronics by
word of mouth. Likewise, 36% of people were influenced into buying computer hardware and
software by a word of mouth.
This is indicative of how marketing is conducting my technology companies these days. Technology
products are typically not marketed in an aggressive manner through traditional and digital means.
Instead, plenty of people become aware of them via opinion leaders.
The tech industry, particularly when it comes to hardware, is heavily reliant on word of mouth to
generate buzz within potential consumers. When potential consumers see other influential people
using some new phone, drone, or electronic gadget of any kind, they become intrigued by them.
They have their interests piqued by those who they trust and respect. The influential opinion
leaders start to engage with the public and share their opinions on the products and services they
have recently started using.
Adoption Diffusion Model and Opinion Leadership
Opinion leaders are one of the major segments within the adoption diffusion model, a model
designed Everett Rogers that describes the rate of adoption of innovative products, from initial
launch to dissemination and eventually the popularity with the mass public. The model represents a
bell curve (seen below) and consists of 5 divisions – innovators, early adopters, early majority, late
majority, and laggards.
The opinion leaders belong to the early adopters portion of this adoption diffusion model. They
have the greatest influence on the other consumers who start to adopt the product later in the cycle.

Since opinion leaders tend to adopt a technology very early, they exert their influence on everybody
else to get them on board and interested in a product or service. They are usually exposed to mass
media and make their voices heard on social media platforms to reach out to more people. In case
they do not use social media, they will simply let their immediate friends and family members in
their community know of a new product.
These early adopters provide guidance to the early majority members who seek expert opinion from
opinion leaders. These opinion seekers in the early majority portion are, in turn, opinion leaders to
the opinion seekers in the late majority segment.

This is how the cycle is. Opinion leaders help opinion seekers and give them new information.
These opinion seekers will in turn help other opinion seekers, becoming opinion leaders along the
way. This is how companies make use of the word-of-mouth marketing scheme. This is how
opinion leaders work their marketing magic.
Factors that affect the credibility of formal communication sources of product
communications

Business influence through marketing communications can be done through word, pictures,
symbols, spokespersons and special channels. The advertiser (source) of interpersonal
communication may be formal or informal. Informal sources include, friends, family, neighbours,
who speak with the receiver/target audience regularly. Formal sources include sales persons,
political candidates who are compensated in a way to influence consumers to act in a certain way.
Impersonal sources are usually oganisations who want to promote an idea, product, service or image to a
consumer. The message can be transmitted through the mass media such as television, radio, billboards
and the personal media such as direct mail and sales promotion.
The creditability of the source

1. Consumers judge commercial source credibility on such factors as past performance, reputation, the
kind and quality of products and service they are known to render, the image and attractiveness of the
spokesperson used, the type of retail outlets through which they sell, and the media carrying their
promotions.
2. Marketers use institutional advertising, which is designed to promote a favorable company image
rather than to promote specific products.
3. Not-for-profit sources generally have more credibility than for-profit sources.
4. Publicity is valuable to a manufacturer as citations in an editorial context give the reader more
confidence in the message.
5. Consumers sometimes regard the spokesperson delivering the product message as the source of the
message.
6. Marketers often use celebrities as endorsers of their offerings, and a given celebrity’s persuasive power
is a function of a consumers’ awareness and likeability of the person.
7. Key findings related to the relationship between the effectiveness of the message and the spokesperson
or endorser employed include:
a) The effectiveness of the spokesperson is related to the message itself.
b) The synergy between the endorser and the type of product or service advertised is very important,
because according to associative learning theory celebrities are conditioned with the products they
promote.
c) Endorsers who have demographic characteristics that are similar to those of the target audience are
viewed as more credible and persuasive than those that do not.

d) The endorser’s credibility is not a substitute for corporate credibility.

e) Marketers who use celebrities to give testimonials or endorse products must be sure that the specific
wording of the endorsement lies within the recognized competence of the spokesperson.
 8. In formal interpersonal communications, consumers are more likely to be persuaded by
salespersons who engender confidence and who give the impression of honesty and integrity
Vendor Credibility
1. The reputation of the retailer who sells the product has a major influence on message credibility.
2. The consumer’s previous experience with the product or the vendor has a major impact on the
credibility of the message.
Medium Credibility
1. The reputation of the medium that carries the advertisement also enhances the credibility of the
message.
2. There is no single answer as to which medium has the most credibility.
Effects of Time on Source Credibility: The Sleeper Effect
1. When information is transferred from the short-term memory to the cerebral cortex, over time, it is
separated from the context in which it was learned.
2. This phenomenon is called source amnesia or the sleeper effect.
3. Though a high-credibility source is initially more influential than a low-credibility source, research
suggests that both positive and negative credibility effects tend to disappear after six weeks or so.
4. The theory of differential decay suggests that the memory of a negative cue simply decays faster
than the message itself, leaving behind the primary message content.
5. Reintroduction of the same or similar message by the source serves to jog the audience’s memory,
and the original effect re-manifests itself; that is, the high –credibility source remains more
persuasive than the low-credibility source.
Q5. How does the Family influence the Consumer Socialization of Children? Why is Pester
Power a great force to acknowledge for marketers today?
A5. Consumer socialization of children:
Consumer socialization is defined as the process in which children acquire all the necessary skills to
function as consumer. For example, Japanese mothers want their children to develop independent
skills at an early age. Japanese mothers maintain greater control over their children’s consumption.
How children develop consumption skill?
A variety of studies have focused on how children develop consumption skills. Children acquire
their consumer behavior norms through the following:
1. Observation: Pre-adolescent children observe their parents who function as role models. They are
the important source of cues for consumption learning. Adolescents and teenagers emulate their
friends as models for consumption behavior. Younger children react positively to advertisements
involving a spokesperson. Teens often like products for the simple reason that their parents
disapprove of them.

2. Co-shopping: Co-shopping is a way of spending time with one’s children. Children influence
family
members to purchase for many products. Working mothers are more likely to undertake co-shopping
with their children than non-working mothers. This gives children an opportunity to acquire in-store
shopping skills.
3. Promise or reward of material goods: Parents control the child’s behaviour by promising
rewards of material goods. Mother reward her kid with gift when the child behaves in pleasing
manner. She may take back the gift when the child disobeys. Adolescents say that their parents
frequently promise chocolate candy as a means of controlling their behaviour.

Stages of Consumer socialization

1. Pre-operational stage: Between the age of 3 and 7, children’s understanding and language skills
develop. The consumption behaviour of the children at this age is different that they depend mainly
on parents as consumers. At the same time, they are allowed certain choices for items such as
chocolate, ice-cream, etc.
2. Concrete operational stage: Children in the age group of 8 to 11 are in concrete complex stage.
During this stage, children acquire complex abilities and develop a taste. Children use persuasive
techniques to get what they want. They also apply reasoning power.
3. Formal operational stage: Children in the age group of 12 to 15 pass through formal operational
stage. They have better understanding of their surroundings and power of argument. They disagree
with their family members in matters affecting them. They develop their own perception and values.
In advanced countries, children at this stage work parttime and earn money. So, they make purchase
decisions of their own. Many of them get gifts and financial assistance from their grandparents.
Pester Power Marketing
Pester power marketing is a subset of youth marketing where the marketers make use of the ‘Pester
Power’ or the ‘Nag Factor’ to target small kids in order to persuade their parents to buy whatever
these tiny tots demand for.
It is a way of creating customer lifetime value where marketers sow the seed of loyalty into children
so that when they grow up, the marketers can increase their market share of the future either by
making use of Nostalgia Marketing or simply by retaining their customers.
For instance, Kum & Go’s Chief Marketing Officer, Kevin Krause, conducted a campaign in 2010 to
give away a free soccer ball along with the purchase of two 12-pack of Coca Cola and two Powerade
beverages, with a notion in mind that kids will want to have the soccer ball and thus will persuade
their parents to get the combo offer. This campaign increased the sales of Coca Cola by 18% and
Powerade by 52%.
This is the only reason why colourful packaged snacks and cookies are kept in supermarkets at the
eyelevel of the children. The ‘Kidfluence’ or the power to let their parents buy something for them is
the key marketing strategies of food chains like McDonald’s and Dominoes. It has been reported that

9 nagging sessions can be the reason for the parents giving in requests of the children.
Children get more attracted to products than a brand, thus, the product itself should be made in such
a way keeping these young ones in mind that it should be catchy and attractive. Children also get
influenced by avatars like Harry Potter, Pokémon, Barbie, etc. Thus, attaching a role model to your
product is the best way to keep attracting your target audience. Marketers also make use of catchy
tunes to attract the children’s attention and these catchy tunes and role models are remembered by
the child throughout its life, thus, giving a way to nostalgia marketing and building up customer
lifetime value.
Pester Power has become even more popular and powerful with the rise of nucleated families where
both the parents are working and not able to spend enough time with their children. Therefore, to
compensate that time parents tend to easily fall into ‘Kidfluence’ and buy the products that their
children want. This also provided children with huge spending power on behalf of their parents.
The cycle of pester power can be as follows:

Pester Power is not just limited to the nag-factor, it can originate from peer pressure,
embarrassments or high expectations as well. If a child starts to throw tantrums in the middle of the
supermarket in front of everyone staring at you then saying direct ‘No’ as a parent is not a resort. To
avoid these embarrassing situations the parents usually give in to the wants of their child.
Therefore, it has become extremely important in today’s scenario that to win over the actual buyers,
the businesses does not only have to advertise their products/services to the customers, i.e., the
parents, but also indirectly market it to the consumers, i.e., the children as well, to level up their
game of brand promotions and to build up a customer base of larger customer lifetime value.