Factors Influencing Purchase Decision of Children Toys among Shoppers in Organized Retail

Doctoral Thesis / Dissertation from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: C, Anna University (Saveetha School of Management), course: Management, language: English, abstract: The prime goal of the study is to examine the factors influencing the purchase decision of children toys from organized stores in Chennai city. The researcher has adopted quantitative and descriptive research for the present study. The factors chosen for the study are need-recognition, influential factors, purchase decision and purchase satisfaction. The survey was conducted among 577 sample shoppers of organized stores who have purchased children toys. The structured questionnaire was used to gather the primary data of the present research. Based on the pilot study results, the reliability and validity of the questionnaire was verified. The primary data was analyzed through descriptive and inferential statistical tools using SPSS 20.0 and AMOS 20.0 statistical packages.

Toys play a vital role as cultural ambassadors reflecting 5000 years of Indian civilization. Toys manufactured all over the country reflect the cultural diversity of the country. The toy industry is mainly based on small and cottage sectors, with about 4000 manufacturing units comprising of micro (75%), small and medium (22%) and large (3%) units. Consumer behaviour deals with the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. In every family, children are the parts of happiness for the family members, especially their parents, but kids love toys. Playing with toys gives them joy and fun, most of the toys provide at least some opportunity for children to learn. The best toys connect a child¿s senses, spark their imaginations, and encourage them to interact with others. In infancy toys are their world which serves them to learn to walk, talk, socialize, gain knowledge, grow emotionally, and develop social and awareness.

About the author

Dr. S. Chandrasekaran, prior to joining Saveetha, he held positions at various prestigious institutions including SRM Easwari Engineering College, Galaxy Institute of Management and Dhaanish Ahmed College of Engineering. Before his academic career, he worked as a TSI at Luxor Writing Instruments. Dr. Chandrasekaran's research interests primarily lie in Marketing. He holds a Ph.D. in Marketing from Anna University, Chennai, and an M.Phil from Alagappa University. He is a University rank holder in PG and was recognized as the Best Outgoing student in UG. His academic achievements include publishing 15 articles in international journals, including Scopus, Annexure listed, and ABDC category C journals, as well as 35 articles in ISBN Edited volume book conference proceedings. Additionally, he has authored 3 teaching module books for Madras University and Published 2 books at Grin Publication, Germany. He also holds 1 German patent. His expertise extends beyond academia; he has guided research projects for students pursuing PG Diplomas and MS degrees internationally. He has participated in numerous national and international conferences, including prestigious events at IIM-Indore, as well as seminars and FDPs. He serves as an editorial member and reviewer for international journals and has contributed to consultancy work in Oman.Professionally, Dr. Chandrasekaran is a member of organizations such as the Madras Management Association, Society for Research International, and Institute for Engineering Research and Publication. He is also engaged in service activities through various organizations and has received awards for his teaching and research excellence.

Product details

• Authors: R. S. Lekshmi, Chandrasekaran Siva, T. Thiruvenkadam
• Publisher: Grin Verlag
• Languages: English
• Product format: Paperback / Softback
• Released: 04.09.2022
• EAN: 9783346728807
• ISBN: 978-3-346-72880-7
• No. of pages: 196
• Dimensions: 148 mm x 210 mm x 14 mm
• Weight: 292 g
• Subject: Social sciences, law, business > Business > Advertising, marketing