Abstract:
For decades, the Pester Power of a Young Consumer has piqued interest, providing new areas of research for interested parties. The goal of this research is to look into the involvement of the kid in the decision-making process of parents in Sri Lanka's fast-paced consumer goods market. The study is based on a thorough review of the literature in the topic of interest, which included evaluating publications to find elements that contributed to the emergence of pester power. The exploratory discovery shows a concept indicator model that reveals three distinct factors: demographic, socio-psychographic, and informative. Due to the scarcity of factors being examined in the Asian region, notably in Sri Lanka, there is an empirical gap. More study is needed to validate the indicator model and learn more about the phenomenon's impact on parent purchasing behaviour. This is the first time a study like this has been carried out in the Sri Lankan market. Despite the fact that Sri Lanka has a very traditional culture that places a high value on group norms and social acceptance, confirming a collectivistic culture in which children are expected to be subservient, there is a new wave of incredibly energetic, more informed young children who make their own consumer decisions. The majority of empirical research focuses on children's increased participation in family purchases and their conversion into active consumers in a rapidly developing market in Southeast Asian countries.
