Nowadays kids studying in modern schools have given them more of practical knowledge about the present world. Today kids are modernized & they have started making their decisions on their own which have increased the pester power. Pester power is the annoying nature of a kid who is continuously forcing their parents to buy them huge & costly gadgets, items & etc. Rather they should use their advanced school & college based knowledge positively, but they are taking un-due advantage of it. Kids are getting older younger.
Students or teenagers, they have increased their buying tendencies & more shopaholic as compared to young & grown-ups. They are more concern about what they are wearing, status symbol & their lifestyle.
Market is also segmenting kid's category separately because of their intense buying behavior. They have segmented kids market into 3 categories:
"¢ TODDLERS,
"¢ SCHOOL GOERS,
"¢ TEEN AGERS
All three segments have different mindsets & preferences as per their ages. Children ask themselves if they will like something, rather than just accept a brand's claims or be drawn in by packaging. Kids are smart now.
We have come up with the facts that now, if you'll check with most of the families, maximum number of big & heavy costly items like Cars, LEDs, ACs, Play stations, etc are brought by the parents just because they went to buy a small one but their kid forced them to purchase heavy, that is called a strong pester power of a kid who is extremely influenced by the external knowledge.
In such an age category when a kid is a teenager specially, his mindset broadens, thinks beyond. He's more indulged in watching TV, surfing internet, playing indoor/outdoor games & socializing in school as well. So chances of getting influenced increases.
Here are some reasons:
"¢ More indulgence in watching television
"¢ Different kids meeting together with different perceptions
"¢ More internet usage, social sites, etc
"¢ In malls, gets attracted towards merchandise display, becomes brand specific
"¢ More keen towards household purchase to have a good status symbol
"¢ Introduction of Basic Brand study at schools & colleges.
"¢ And many more.
Brand awareness is good but the innocence of the child is missing somewhere because, they do not ask for something now, they just force parents to buy them the stuff. Definitely parents' do supports what a kid needs, but now kids are not leaving any option to them.