Student-Faculty Research on Pester Power Published in International Journal

The Directorate of Research at Wadhihuda Institute of Research & Advanced Studies (WIRAS) proudly congratulates Fathimathu Zahra E., a 2nd year M.Com student, and Ms. Neethu T., Assistant Professor in the PG Department of Commerce, for their co-authored publication titled “Impact of Pester Power on Purchasing Decision of Parents with Special Reference to Pazhayangadi, Kannur District, Kerala.”

The research paper has been published in the International Journal of Progressive Research in Engineering Management and Science. The study explores how children’s influence—commonly referred to as "pester power"—affects parental buying decisions, particularly in the rural setting of Pazhayangadi. The paper sheds light on consumer behavior trends and provides valuable insights for marketers, educators, and policymakers.

This publication reflects the growing research culture at WIRAS and showcases the collaborative efforts between students and faculty in producing socially and academically relevant work. The institution extends its heartfelt congratulations and wishes both authors continued success in their academic pursuits.