Factors influencing purchase decision of children toys among shoppers in organized retail

Abstract

Toys play a vital role as cultural ambassadors reflecting 5000 years newlineof Indian civilization. Toys manufactured all over the country reflect the newlinecultural diversity of the country. The toy industry is mainly based on small newlineand cottage sectors, with about 4000 manufacturing units comprising of micro newline(75%), small and medium (22%) and large (3%) units. Consumer behaviour newlinedeals with the study of individuals, groups, or organizations and the processes newlinethey use to select, secure, and dispose of products, services, or ideas to satisfy newlineneeds and the impacts that these processes have on the consumer and society. newlineIn every family child are the parts of happiness for the family members newlineespecially their parents, but kids love toys. Playing with toys gives them joy newlineand fun, most of the toys provide at least some opportunity for children to newlinelearn. The best toys connect a childand#8223;s senses, spark their imaginations and newlineencourage them to interact with others. In infancy toys are their world which newlineserves them to learn to walk, talk, socialize, gain knowledge, grow newlineemotionally, and develop social and awareness. newlineThe prime goal of the study is to examine the factors influencing newlinethe purchase decision of the Children toys from organized stores in Chennai newlinecity. The researcher has adopted quantitative and descriptive research for the newlinepresent study. The factors chosen for the study are Need Recognition, newlineinfluential factors, purchase decision and purchase satisfaction. The survey newlinewas conducted among 577 sample shoppers of organized stores who have newlinepurchased Children toys. The structured questionnaire was used to gather the newlineprimary data of the present research. Based on the pilot study results the newlinereliability and validity of the questionnaire was verified. newline