This study examined the impact of pester power on parent’s buying decisions, considering the peer influence, store environment, product packaging, and advertisement as stimuli of pester power. Data were collected by distributing a survey questionnaire in supermarkets and shopping malls in Pakistan from 200 parents and were analyzed by using PLS-SEM. The results confirmed the Pakistani children’s dominance in parents buying decisions for various Fast-Moving Consumer Goods (FMCG) products. The results significantly indicate that product packaging, peers’ product preferences, and advertisements affects parents buying decision. The findings of this study contribute to the existing literature on the impacts of pester power on the parents buying decisions through peer influence, product packaging, and advertisement. In addition to that, this study is the first attempt in the Pakistan context, especially the FMCG industry. The findings of this study may benefit marketers to increase their market share by developing their strategies and marketing campaign; and store managers to plan product placement in their stores in such a way that cultivates quest in children for products, considering them as influencers on parents buying decisions, in line with the study findings.
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