36% of Indian children living in inner-city areas have proceeded to purchase an item after seeing and liking its advert. The KidScan study from Kantar IMRB questioned 2,500 children aged 5-14 in the country, to study their buying behaviour. It was also found that children in the country play a large role in convincing their parents to buy household items, after 3 out of every 10 households said that they consulted their children when buying household appliances. The chief strategy officer at Kantar IMRB said that India has “moved away from pester power to seeing mutual respect in making decisions between the child and the parent”.
