Abstract:
Over the course of several decades, a young customer's pester power has captured
the attention of all parties involved. According to the researchers, the purpose of this
phenomenological study is to assess the child's influence on parental decision making in Sri Lanka's fast-moving consumer goods market, which is governed by
informational qualities exposed by children throughout their daily activities. After
conducting twelve in-depth interviews and three focus group discussions with over
thirty-six young consumers between the ages of eight to eighteen who were chosen
using a judgmental sample technique, the data were analyzed using thematic analysis
to discover patterns and trends. Earlier research has largely ignored this request
relationship and the enormous variety of components that determine behavioural
results. Hence, in this research, previously undiscovered informative traits have
been identified that may help explain why children in Sri Lanka influence family
purchasing decisions significantly. This is the first study of its kind in Sri Lanka, and
it fills in previously identified empirical and practical gaps. Innovative marketing
methods can be employed to promote a business in the fast-paced consumer
products industry, and marketers in this sector can take advantage of this singularity.
While appropriate academics can undertake additional research on this child's
behaviour, which is a widely discussed problem worldwide, this child's behaviour is
now being investigated.
