Abstract
The purpose of this study is to explore and verify the main determinants of parent toy-choice decision-making by using a theoretical model for toy-selection decisions and exploring toy-purchasing behaviour empirically. After reviewing a large number of previous studies, this study’s model was developed and designed. A variety of determinants were identified and then categorized into six main broad categories, namely, purpose-of-using related factors, emotional-related factors, educational-related factors, cost-related factors as well as child and parent demographic-related factors. A quantitative methodology was adopted to test the study’s model by drawing on six hypotheses, which were then tested statistically. A self-administrative survey was developed to collect the preliminary data from customers (mainly parents) who had been involved in toy purchasing by applying the convenience sampling method. The study hypotheses were tested and the findings were also discussed in-depth.The study found that parent toy purchase decision id derived by a set of factors which are purposes of using-related factors, emotional-related factors, informational-related factors, cost-related factors, children demographical-related factors and parental demographical-related factors.
Highlights
Parents are often concerned when deciding which toys to buy for their children and for what use or purpose
Toys are accompanied with some information and knowledge to consider. This is because toys include information and learning material to children, and such data helps to teach them self-awareness, language, communication, knowledge, cognitive ability and social skills (Zimmerman & Calonini, 1971; Alshurideh et al, 2015)
Regarding testing the study’s model, using the Regression Analysis, the outputs revealed that the model explained about 48% of the variance of the independent variables while the R Square was 0.476 and, in total, the independent factors affected parent toy purchase decisions while the Sig value was 0.041% for the F value of 4.208, which was less than 5%
Summary
Parents are often concerned when deciding which toys to buy for their children and for what use or purpose. There has not been in-depth research on toy-selection determinants in literature. Buying a toy is rather seen as a simple action in its context, but there are a set of considerations behind toy buying that needs to be explored especially from parental perspectives. Toy markets are a complex and changing industry from an economic perspective. The world toy market has been described as dynamic with its sales estimated to be $61 billion in 2004 and $72 billion in 2007, reaching $84.1 billion in 2012 (NDP Group, 2008). Within the US market and according to the Toy Association’s report summation, the toy market had reached $22 billion in 2012 (Toys Industry Association, Inc., 2013)
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