Pester Power as a Diasporic Dilemma:A Study on the Expatriate Indians in Bahrain

Pillai, Rajasekharan and Thomas, Julia and Prasad, Saloni (2010): Pester Power as a Diasporic Dilemma:A Study on the Expatriate Indians in Bahrain.

Abstract

With the changes in the notion of family structure, movement from joint-family to nuclear family, children started acquiring unique stake in family decision making. It ranges from purchasing a semi-durable cloth to automobile, which have long durability. Sometimes their pattern of intervention is transformed into nagging, which is technically called pester power. This study explores the influencing role of children in consumer buying decisions focusing on the expatriate Indians in Bahrain.

• Item Type: MPRA Paper
• Language: English
• Keywords: Pester power, expatriate children, child’s role in consumption
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M30 - General; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M39 - Other

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