Pester power: comparison between China and India

Monica Chaudhary

International Journal of Business Innovation and Research, 2018, vol. 15, issue 2, 173-187

Abstract: This empirical paper article presents a comparative study of children from the two most emerging and growing economies; India and China. The one-child policy in the People's Republic of China has created a generation of only one child in many urban areas. For this reason, urban China offers a unique environment to study the influence of children in family purchase decision-making. On the other hand in India, where population is growing very rapidly and expected to surpass China is a very attractive investment opportunity for MNCs. The objective is to explore to what extent findings related to Chinese children's influence in buying process are applicable in India. The paper also presents a comparison between the results of both countries.

Keywords: India; China; consumer; marketing; culture; children; advertising; business; family. (search for similar items in EconPapers)
Date: 2018
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