Sociology 2172A/B Chapter Notes - Chapter 7: Disney Cruise Line, Chevrolet Venture, The Home Depot
25 Jun 2012
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Beyond the primary market is the impact of kids influencing more purchases by getting their parents to buy other things for them and the family. The influence market five to seven times the size of the primary market, impacts businesses far beyond any traditional notion of a kid business . The nag- giving in means big business. A survey called the nag factor done in 1998-99 by western international. Found that between 20-40% of sales of toys, fast food and apparel are the result of kids" successful appeals to their parents. Gene del vecchio calls this influence pester power . The western international media corp. survey revealed that most parents would prefer burger king or pizza hut rather than mcdonald"s. But pester power takes them to mcdonald"s anyways. This dynamic has made mcdonald"s one of the most successful businesses in the world.
