Research Papers - Dept of Business

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    PESTER POWER: THE NEXT BIG GAME OF YOUNG CONSUMERS INFLUENCED BY INFORMATIVE FACTORS
    (SLIIT Business School, 2019-12-10) Wasala, W.M.A.S.M.; Ravindran, N.; Bandara, W.A.S.C.; Pratheepan, T.; Jayasuriya, N.A.; Munasinghe, A.A.S.N.
    The pester power of a young consumer has held the attention of scholars for decades, introducing them to a plethora of new research topics. According to the researchers, the goal of this study is to evaluate the child's influence on parental decisions in Sri Lanka's fast-moving consumer goods market, which is governed by informational characteristics exposed by children throughout their everyday activities. Adding to the quest for reality in respondents' narratives of their experiences and feelings, as well as the construction of indepth descriptions of the occurrences, this phenomenological study investigates the pester power of a young consumer in Sri Lanka. An in-depth interview and focus group conversations with children ages eight to eighteen were conducted, and the data were analysed using thematic analysis to reveal patterns and trends in the data. Previously conducted research has largely neglected this request relationship, as well as the consistent number of components that influence behavioural outcomes. As a result of this research, previously unknown informative characteristics have been unveiled that may explain why children in Sri Lanka play such a big part in family buying decisions. This is the first study of its kind in Sri Lanka, and it fills both the empirical and practical gaps that existed previously. A new generation of active, aware young consumers is emerging, yet the country's traditional culture continues to value group conformity and social acceptance, supporting a collectivist culture where youngsters are expected to be obedient. Innovative marketing strategies can be used to promote a company in the fast-moving consumer products industry, and marketers in this area can benefit from this singularity. Academics can conduct additional research on this universal and widely discussed topic children's behaviour, which is currently under investigation.