Title: Pester power: comparison between China and India

Authors: Monica Chaudhary

Addresses: Department of Humanities and Social Sciences, Jaypee Institute of Information Technology, A-10 Sector-62, Noida, Uttar Pradesh 201307, India

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.

DOI: 10.1504/IJBIR.2018.089142

International Journal of Business Innovation and Research, 2018 Vol.15 No.2, pp.173 - 187

Received: 20 Jan 2016
Accepted: 12 Jun 2016

Published online: 08 Jan 2018 *

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