Pester Power Unlimited

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Along with women , the other big swing factor of where to shop and what to buy is the classic Kids Pester power , what normally starts with a very innocent request for the latest toy purchase soon ends up as a full family shopping exercise ! This is interesting and here are some of our insights into how the little wonders way of making us work !

Peer Pressure : Thanks to the flood of kids TV channels ( Pogo ,Cartoon network ,Disney etc) , and the propensity of brands advertising with latest products ,which soon becomes nothing but households crazes.The best examples are Bayblades , Ben 10 watches , Goku ,barbie dolls ,back this with strong peer pressure and desire to have it , and the parents great urge of not to say NO, you have a winning combination as a brand ! Come to think of it ,most of these are a couple of months fad and dies down ,but surely does so after pinching the parents purse !

Milk the emotions ! :Knowing very well that there is an emotional connect to their kids , pricing for kids merchandise is exhorbiant to say the least , a good shirt costs nothing but rs 500 plus ( comparable to an adult shirt ) a trouser is as good as an adult trouser cost ! ..a lot of brands have entered this space thinking that there is margin in this business , and also due to lack of strong brands( in the apparels space ) , however the blog feels that a lot of parents especially the 2 kids +parents have been growing smarter over the years and waiting for the end of season sales etc to get merchandise at a good bargain ! The same is true as to why there are a host of play schools that charge you thru your nose , but you end up doing so again due to the emotional drama !

Swing factors :a lot of brand purchases are swung due to the free stuff that comes in , for instance at my house after months of Bournvita at home , suddenly found Maltova packet thanks to a free spiral fan that came along ! , same was true say with Kellogg , a magic spoon , or a cd does the trick in swinging the purchase decision and swinging brand loyalties .Most of our Mc Donald visits are thanks to the freebies offered ,otherwise who wants to eat those buns !

Kids pester power is a strong play for shopping , no wonder most retailers play the kids game during april . may with back to school offers and a host of kids offers etc , the little wonders surely have BIG influences on us and our purses ! What say ?




Comments

workhard said…
This is a good post.. It shows marketing gimmicks tht lure people into buying things. They know to target the weak spots..

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March 18, 2009 at 12:38 AM
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