It is not only the purchase of FMCG products and electronic gadgets which kids have an influence on. A recent study by market research agency Synovate has found that children have an overwhelming influence on the purchase of a car.
"Kids are king in India, with 42 per cent of respondents agreeing that their choice of car is entirely dependent on their childrens' and grandchildrens' needs - and a further 46 per cent stating that their kids' needs influenced their choice of car. In Mumbai (at 51 per cent), the influence of children and grandchildren is much higher than in Delhi (42 per cent).
"Meanwhile, the results of the survey indicate that kids' needs appear to be much less of a priority for most French and Korean drivers," Mr Jon O'Loughlin, Global Director of Synovate's specialist automotive division, Synovate Motoresearch, said.
Further, the survey found that the place where kids had the greatest involvement was India, where 92 per cent of the respondents said that they get their children/grandchildren involved to some degree.
"The place where the kids have the least involvement in the decision-making process of buying a vehicle is the US, where six out of 10 respondents say their kids are not involved," Mr Loughlin said.
Meanwhile, cosmetic aspects of the product were the biggest target for `pester power'. "A global average of 54 per cent of respondents said kids held sway over colour, closely followed by size and styling of the vehicle, with an average of 52 per cent," Mr Loughlin said.
In India, 77.9 per cent of the respondents said that the kids influenced the choice of colour of a car while 62.4 per cent said that kids had an influence on the choice of styling/size in car.