Factors affecting pd of children toys in organised retail stores

Factors affecting the purchase decision of children toys in
organized retail stores
Chandrasekaran. S1
, Dr.Thiruvenkadam. T2
1. Assistant Professor, Department of Management Studies, Easwari Engineering College,
Chennai, India.
2. Associate Professor, SSN School of Management, SSN College of Engineering, Chennai, India.
Abstract: Toy purchase decision is derived by a set of factors such as cost-related
factors, emotional-related factors, informational-related factors, children demography-
related factors and parental demography-related factors (Bardeen 2017). Demographics
help to understand how customers search for information and purchases product and
services. There are enormous studies are found on the topic related to toys buying
behaviour. The careful investigation of the reviews explored that most of the earlier
researches discussed about impact of parents’ buying behaviour of toys, child’s role in
family decision-making, factors affecting young children buying behaviour, buying
behaviour in departmental store/ supermarkets, etc. Theoretically, current study enriches
the literature on the influence of demographic factors on buyer behaviour and purchase
decision process. The study has been carried out with the following researchobjective:
Tostudy the factors affecting the purchase decision of children toys from organized
stores.The researcher has adopted descriptive research for the present study. The
researcher used structured questionnaire for collecting data. The target population of the
study incorporates different category of shoppers (regardless of their age, gender,
economic status, etc.) who purchase children toys from any sort of organized stores in
Chennai city. The survey was directed among the shoppers shops from different sorts of
organised stores, such as fancy stores, super market, gift shops, shopping malls, branded
toy stores, and exclusive kids’ stores which sells toys and located in defined limit of
Chennai metropolitan city. The researcher collected 577 samples 577 from 16 Taluks of
Chennai. The researcher usedindependent samples t test, one-way ANOVA) were applied
for the data analysis. It is statistically proved that among the factors influencing purchase
decision of children toys, it is discovered that need recognition is having critical role,
then the other factors in toy decision. It is also being proved through descriptive analysis
and inferential analysis that demographic factors plays a greater role in purchase
decision of children toys. The current study has done significant notable contributions to
progress the literature on shoppers’ buying behaviour of toys by extending the
understanding of how the shoppers behave during the buying process of toys.
Keywords:Buying behaviour of toys, Demography, Buying behaviour of shoppers, Purchase
decision
1. Introduction
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. Toy Industry in India has witnessed tremendous changes over the last decade in
terms of categories of toys, innovation, eye-catching design and other aspects. In every
family children are the parts of happiness for the family members especially their parents,
Journal of Huazhong University of Science and Technology ISSN-1671-4512
vol 50 1 issue 3

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. While, Children’s satisfaction is important
for the parents, children comprise three different markets: the primary, the influencer, and
the future market. Children succeed themselves as an important primary market, future
market and finally, children are an important market of influencers with view to purchase
of toy. Therefore parents’ purchase behaviour is affected by earlier awareness of the toy,
brand and perhaps the inclination of their children. It is also, sensible that decisions made
by the parent seen to change with the mere presence of children. It is also seen that
children are entertained by their parents to act as realistic customers. After years of direct
or indirect surveillance of parental actions in the marketplace, they progressively acquire
relevant consumer skills from their parents.
2. Review of Literature and Research Gap
Toy purchase decision is derived by a set of factors such as cost-related
factors, emotional-related factors, informational-related factors, children
demography-related factors and parental demography-related factors (Bardeen
2017). Behavioural factors refer as a way how consumer behaves, how they accept
certain products, why they accept it and psychological factors are used for
determining and evaluating the lifestyle of consumers, the ways they use their
activities, interests and opinions (Tam & Tai, 1998). Family constitutes a bundle of
consumers which consist of the different needs and wants regarding purchasing.
Consequently buying decisions are also made on considering theses diversities
found among the family members. Among these consumers some little consumers
make feel their presence in buying decisions. Children impose their demands on
parents while purchasing because they have greater exposure and many sources of
information. Somewhat they succeed to pressurize their parents for desired products
because parent approves their choice and incubate their self-expression and value
their views but on the other hand some demographic factors which minimize this
influence. The factors included in this study are age, gender, income and occupation
of parents and family type. Consumer needs, interests and attitudes vary with age,
and the youngest consumers have the most positive attitude toward innovation
(Darian 1987). In marketing surveys demographic factors such as age, number of
household members, sex, income level and social class are used extensively and are
considered as good indicators for the study of consumer behavior (Iqbal,
Ghafoor&Shahbaz, 2013). Decisions that require a strategic approach are very
specific and they are characterized by high involvement in decision making, long
term resources acquiring budget available for the purchase of other goods and
services (Kos Koklie& Vida, 2009).
Much of the research on parent’s toy choice was made on children's toy
preferences, which was related to the gender-typing of toys and gender differences
in toy selection. According to Goldberg and Lewis (1963) there was a significant
gender difference in how much time children of different genders spend with their
toys and the ways toys were manipulated by young children. Additionally, the
effects of the gender of children have on their parents upon toy selection been
investigated. The contents of children’s rooms as a symbol of parent behaviour were
taken into consideration for both genders (Rheingold & Cook, 1975). In a study by
Rheingold and Cook (1975) it was discovered that male infants were provided with
more vehicles, educational and art materials, sport equipment, machines and
military toys, while female infants were provided with more dolls, doll houses and
domestic items. Within the same stream, O'Brien and Huston (1985) noted that more
domestic same-gender-type toys that had cross-gender-type toys were possessed by
both girls and boys. Children versus parental income are another factor to be
researched to investigate if children affect parent toy-purchasing behaviour and vice
vol 50 2 issue 3

versa. A large number of studies have examined individual values, personal
attitudes, ethnicity, normative pressure and cognitive bases, including functional
background and educational qualifications, as well as their impact on purchase.
Based on this, demographic characteristics, social and individual values and
personal attitudes affect individual in their purchasing decisions (Mansi& Pandey,
2016).
Demographics help to understand how customers search for information and
purchases product and services. Kollat and Willett (1967) found that the
characteristics of consumers and their demographics influence the impulse
purchasing. Forces like local market condition and various cultures also have impact
on purchasing decision. Demographic, behaviour and psychographic factors help to
understand consumers and their needs (Kotler & Armstrong 2007). Gender affects
buying (Dittmar et al 1995) mainly men tend to involve in impulse buying of
instrumental and leisure items and women tend to buy the symbolic and self-
expressive goods which are mainly associated with their appearance and emotional
aspects of self. Advertisement plays an important role in parents buying behaviour
of children products. (Vasumathi&Banudevi 2018). Attractive packaging attributes
in food advertisements, as they can help accelerate food purchase requests of
children in retail stores (Jyoti&Pavleen2016).
Studies have shown that women are prone to impulsive shopping and are
more loyal to brands (Tieret&Herstein, 2012). Multidisciplinary research works
concluded that there are gender differences in purchasing behaviour and socially
responsible behaviour (Homburg&Giering, 2001), Female respondents are more
likely to adopt environmentally friendly purchasing practices in some studies
(Mainieri et al, 1997).Loyalty of purchaser plays minor role in private brands, out of
two factors like price and quality, price tended to be more important (Joseph D
Brown 1972).Brand awareness is more among male as compare to women (Dhanna
1984). Men and women differ in terms of the way they look at the internet usage.
Men tend to click on website because they are information hungry where as women
depends on communication media to entertain and educate (Smith and Whitlark
2001).Teenage market is large and free spending but it has proved difficult for
advertisers to reach (Stanton 1994). Early middle age consumers are very conscious
of saving time and it is reflected in the growth of catalogue sales, home repair and
town care services, and ready to eat foods (Garland et al 1991).
The manufacturers and retailers alike are beginning to recognize that people
at the older end of the age spectrum are logical prospects for small housing units,
cruising and foreign tours, and health products, cosmetics developed especially for
older people and toys for the grand children (Campbell 1991). Younger investors
decide based on long term gains and consider current income and intermediate gains
less important, whereas elder investors are more caution about intermediate gain and
current income of a potential investment (Morton 2000). Consumers with lower
incomes, lower education, and blue-collar occupation tend to spend more time
online at home than those with higher income, higher education and white-collar
occupations. One possible reason for this difference is that those in blue-collar jobs
often do not have access to the internet during the course of the workday (Nielson
2000). The tastes of social classes could change with the years (Labich 1991).
Affluent customers have an affinity for technology especially when it comes to
managing their finances (New Forrester Report 2001). Financial needs tend to shift
as they progress through the various stages of life (Patrick Dalton 1999). Joint
decision making by husband and wife has implications for marketing strategies.
Personality factors of both parties mayhave significant influence in the choice of the
particular brand of the product (Chisnall 1994). Women still do most of the actual
vol 50 3 issue 3

buying but they usually have other family members in mind when they do so (David
1999).
There are enormous studies are found on the topic related to toys buying
behaviour i.e., attributes of toys attracting children (Lavanya&Jayasan, 2017),
Goldberg and Lewis (1963), Rheingold and Cook (1975), O'Brien and Huston
(1985) gender difference in spending for toys, parent-toy purchase decision-making
(Barween, 2017), parental toy selection patterns (Melissa et al., 2020), toy
packaging (Wichanat&Nopadon, 2012), factors affecting sex-typed toy selection
(Donna,1993), children’s privacy connected with smart toys (Otavio et al. (2020),
and selection and purchase of toys for preschool children (Kanokkan, 2017), etc.
The careful investigation of the above-mentioned reviews explored that most
of the earlier researches discussed about impact of parents’ buying behaviour of
toys, child’s role in family decision-making, factors affecting young children buying
behaviour, buying behaviour in departmental store/ supermarkets, young children’s
influence on family buying behaviour, toy shopping behaviour of children in retail
stores in various geographical locations in India and abroad. Theoretically, current
study has done significant notable contributions to progress the literature on
shoppers’ buying behaviour of toys by extending the understanding of how the
shoppers behave during the buying process of toys. It also enriches the literature on
the influence of demographic factors on buyer behaviour and purchase decision
process.
3. Research Questions and Objectives of the Study
The present study tries to understand the answers for the following research
question: what are the factors affect the purchase decision and satisfaction of Children
toys from organized stores? To get answers for the above research question, the researcher
carried out a study with the following research objective: To explore the factors
influencing the purchase decision of children toys from organized stores.
4. Scope of the Study
The shopper behaviour has very extensive scope to study how the shop behaves
all through the process of taking decision for purchasing a toy for their kids. Moreover toy
industry has a stable scope with production of toys to different age group of children, and
henceforth the scope for this industry differ accordingly. In metro city like Chennai where
customers look for an altogether different shopping experience, larger merchandise to
choose and expect a new in-store experience. This change in the culture creates avenues
for more number of organized retail stores and more number of shopping malls. Hence, it
is the need of the day to study the buying behaviour of consumers in the new market
scenario, thus the boundary of the study is limited with the respondents from Chennai
city.
5. Research Methodology
The researcher has adopted descriptive research for the present study. The
researcher used structured questionnaire for collecting data. The questionnaire had two
components. The first one is about the demographic profile of respondents and the second
one is the questionnaire on toys buying behaviour. The target population of the study
incorporates different category of shoppers (regardless of their age, gender, economic
status, etc.) who purchase children toys from any sort of organized stores in Chennai city.
The survey was directed among the shoppers shops from different sorts of organised
stores, such as fancy stores, super market, gift shops, shopping malls, branded toy stores,
vol 50 4 issue 3

and exclusive kids’ stores which sells toys and located in defined limit of Chennai
metropolitan city. The researcher arrived at a sample size of 577 using the sample size
formula from 16 Taluks of Chennai. Even though non-probability sampling technique
was adopted the researcher verified the normality of data using Kolmogorov-Smirnov
test. The results of the study confirmed that the primary data collected through structured
questionnaire has normal distribution of data, therefore parametric tools (i.e. independent
samples t test, one-way ANOVA, etc.) were applied for the data analysis.
6. Demographic Profile
This section includes analysis of demographic profile of the sampled shoppers’ of
children toys from organized retail stores using frequency analysis. The outcome of the
frequency analysis discovers that nearly 41.9% of the shoppers those who have visited the
selected organized stores are in the age group of 31- 40 years, around one-third (29.8%)
of them are aged 41-50 years, whereas slightly less than one-fifth (18.4%) of them are
below 30 years and around one-tenth of them are aged above 50 years, majority (53.9%)
of the sampled shoppers are female and remaining (46.1%) of them are male. The
Shoppers’ classification based on educational qualification resulted out that majority
(53.0%) of the shoppers are graduate, 26.9% of them are post-graduates, 12.3% of them
are falling under others category (which includes ITI, Diploma, PG Diploma, etc) and
only very few (7.8%) of them have completed education up to school level. It is found
that most (77.8%) of the sampled shoppers who have visited the organized stores are
married, whereas it is also found that 12.7% of them are unmarried and 9.5% of them are
from the others category (which includes divorced/ separated/ widow). One-third (33.8) of
the shoppers surveyed in the present research is doing business, whereas slightly more
than one-third (36.0%) of them are self-employed / working in private organizations,
17.0% of them working in government departments/ organizations, and rest (13.2%) of
them have chosen others category which includes student/ homemaker/ consultant/
professional/ looking for a job. Majority (51.8%) of the sampled shoppers has stated that
the annual income earned by them ranges between 3 and 6 lakhs per year, whereas around
one-third (32.8%) of them responded that they earn an annual income of less than 3 lakhs
per year and (15.4%) of the sampled shoppers responded that they earn an annual income
which was above 6 lakhs in a year. Shoppers’ classification based on number of children
is shown in the above table indicates that majority (50.8%) of the shoppers have only one
child in their family. While nearly 27.6% of them have two children in their family,
13.2% of the shoppers stated that they have more than two children at home and very few
(8.5%) of them opined that they had no child at their home, but they purchase toys to gift
kids in their friends/ relatives family.
7. Analysis and Interpretation
The Factors Influencing the Purchase Decision of Children Toys from Organized
Stores in Chennai City
7.1. Gender vs. factors influencing the purchase decision
H01: Male and female shoppers does not have significant difference with regards to
their perception towards the various dimensions of buying behaviour of children
toys.
Table 1 summarizes the results of T test of gender and factors of shoppers’ buying
behaviour. The p value of Need Recognition, outlet decision, website, influencer,
influential factors, toy decision and purchase decision are significant at 0.01 level, and the
factors such as promotion and purchase satisfaction are significant at 0.05 level, hence the
vol 50 5 issue 3

null hypothesis (H01) is not accepted with regards to various factors of shoppers’ buying
behaviour towards children toys in organized stores. Therefore, it is established that male
and female shoppers have significant difference with regards to their perception towards
the various dimensions of buying behaviour of children toys. The output of the above
test discovers that the female shoppers have better perception towards the various
dimensions of children toys buying behaviour (i.e. Need Recognition (41.22), outlet
decision (29.61), website (19.74), promotion (18.78), influencer (19.83), influential
factors (58.34), toy decision (31.52), and purchase decision (119.47), and purchase
satisfaction (23.21)). Generally, while compared to males, females enjoy shopping and
they would like to do shopping for themselves and for their kids. Females are always keen
on new products with additional features, attractive designs and/or innovative products,
even during the toys purchase they are more keen on the various attributes of the stores
(design, atmosphere, toy variety, ambience, sales person behaviour, etc.), and also on toy
decision (price, quality, design, features, colour, safety, learning, etc.).
Table 1.T Test Gender and Factors of Shoppers’ buying behaviour
Factors Gender N Mean
Std.
Deviation
t value p value
Need Recognition
Male 266 38.83 8.903
-3.427 0.001**
Female 311 41.22 7.810
Outlet Decision
Male 266 27.93 6.554
-2.969 0.003**
Female 311 29.61 7.001
Website
Male 266 18.76 4.303
2.882 0.004**
Female 311 19.74 3.869
Promotion
Male 266 18.10 3.811
-2.212 0.027*
Female 311 18.78 3.604
Influencer
Male 266 18.83 4.330
-2.851 0.005**
Female 311 19.83 4.049
Influential Factors
Male 266 55.68 10.723
-3.123 0.002**
Female 311 58.34 9.525
Toy Decision
Male 266 29.97 6.273
-3.123 0.002**
Female 311 31.52 5.681
Purchase Decision
Male 266 113.57 19.314
-3.657 <0.001**
Female 311 119.47 19.317
Purchase satisfaction
Male 266 22.24 5.306
-2.246 0.025*
Female 311 23.21 5.074
Source: Primary Data
Note: **, and * means significance at 0.01, and 0.05 level respectively.
7.2. Age group vs. Factors influencing the purchase decision
H02: Age group of the shoppers is not having significant influence on their perception
towards the factors of buying behaviour of Children toys in organized stores.
Table 2 summarizes the results of One-way ANOVA between age group of the
shoppers and factors of shoppers’ buying behaviour. From the above table, it is identified
that all the Factors influencing the purchase decision such as Need Recognition, outlet
decision, website, promotion, influencer, influential factors, toy decision and purchase
decision are having p value less than 0.01, which discards the null hypothesis (H02),
therefore, it is determined that the age group of the shopper is having significant influence
on their perception towards the factors of buying behaviour of Children toys in organized
stores at 1% level. Overall, it is observed that the shoppers’ aged up to 30 years have
exhibited better perception towards the various dimensions of children toys buying
vol 50 6 issue 3

behaviour (i.e. Need Recognition (44.51), outlet decision (32.77), website (20.92),
promotion (20.53), influencer (21.21), influential factors (62.66), toy decision (33.73),
and purchase decision (129.16), and purchase satisfaction (25.11)). The shoppers comes
under the age group of up to 30 years have established better insight towards all the
factors of influence the purchase decision of children toys, because in that age group they
would be entering in to marital relationship, and would become parent for their kids. They
are enthusiastic in fulfilling the needs of their kids as a young parent, another important
thing is currently most of them are dual income holders (i.e. both husband and wife are
going to work), so there family economic level is good and they are willing to provide
happy and comfortable lifestyle to their kids. This age group is also techno-savvy so they
search and provide the best to their kids.
Table 2.ANOVA: Age Group vs. Factors of Shoppers’ Buying Behaviour
Factors Age Group N Mean Std. Dev F value p value
Need
Recognition
Up to 30 Years 106 44.51 c 7.718
22.823 <0.001**
31 - 40 Years 242 43.26 c 8.152
41 - 50 Years 172 39.83 b 8.303
Above 50 Years 57 33.28 a 17.141
Outlet
Decision
Up to 30 Years 106 32.77 c 7.853
21.025 <0.001**
31 - 40 Years 242 32.63 c 7.606
41 - 50 Years 172 29.67 b 6.496
Above 50 Years 57 24.09 a 12.453
Website
Up to 30 Years 106 20.92 b 4.564
23.894 <0.001**
31 - 40 Years 242 20.86 b 4.365
41 - 50 Years 172 20.26 b 3.660
Above 50 Years 57 15.25 a 7.790
Promotion
Up to 30 Years 106 20.53 b 4.236
30.175 <0.001**
31 - 40 Years 242 20.43 b 4.370
41 - 50 Years 172 18.91 b 3.711
Above 50 Years 57 14.44 a 7.051
Influencer
Up to 30 Years 106 21.21 b 3.896
19.165 <0.001**
31 - 40 Years 242 20.83 b 4.580
41 - 50 Years 172 19.44 b 4.296
Above 50 Years 57 15.88 a 8.000
Influential
Factors
Up to 30 Years 106 62.66 b 11.767
28.641 <0.001**
31 - 40 Years 242 62.11 b 11.839
41 - 50 Years 172 58.60 b 10.067
Above 50 Years 57 45.56 a 22.060
Toy Decision
Up to 30 Years 106 33.73 b 6.218
27.217 <0.001**
31 - 40 Years 242 33.55 b 6.471
41 - 50 Years 172 31.37 b 6.554
Above 50 Years 57 24.44 a 12.040
Purchase
Decision
Up to 30 Years 106 129.16 b 24.088
30.315 <0.001**
31 - 40 Years 242 128.29 b 24.047
41 - 50 Years 172 119.65 b 19.182
Above 50 Years 57 94.08 a 45.567
Purchase
satisfaction
Up to 30 Years 106 25.11 c 5.045
21.038 <0.001**
31 - 40 Years 242 24.72 c 5.401
41 - 50 Years 172 22.63 b 5.823
Above 50 Years 57 18.40 a 9.346
vol 50 7 issue 3

Note: 1. Significance of the factor at 1% level denoted through **
2. The different letters a, b, c denotes significance among different age group of
shoppers with respect to their perception towards buying behaviour of children
toys based on results of the Tukey Post-hoc test at 5% level.
7.3. Marital Status vs. Factors influencing purchase decision
H03: Marital status of the shoppers does not have significant influence on their
perception towards the factors of buying behaviour of children toys in organized
stores.
Table 3.Marital Status vs. Shoppers Buying Behaviour
Factors Marital Status N Mean Std. Dev F value p value
Need
Recognition
Unmarried 73 39.15 ab 8.195
5.818 0.003**
Married 449 41.57 b 10.736
Others 55 36.64 a 15.849
Outlet Decision
6.046 0.003**
Married 449 31.48 b 8.834
Others 55 27.51 a 12.427
Website
Unmarried 73 18.45 a 3.990
10.415 <0.001**
Married 449 20.46 b 5.249
Others 55 17.53 a 7.666
Table 4.ANOVA: Marital Status vs. Shoppers Buying Behaviour
Factors Marital Status N Mean Std. Dev F value p value
Promotion
4.834 0.008**
Married 449 19.69 b 5.289
Others 55 17.65 a 7.590
Influencer
5.752 0.003**
Married 449 20.19 b 5.479
Others 55 17.71 a 7.764
Influential
Factors
Unmarried 73 55.83 ab 10.327
7.632 0.001**
Married 449 60.33 b 14.959
Others 55 52.89 a 22.329
Toy Decision
Unmarried 73 29.49 a 5.393
9.188 <0.001**
Married 449 32.54 b 8.295
Others 55 28.29 a 12.118
Purchase
Decision
Unmarried 73 114.60 ab 20.080
8.315 <0.001**
Married 449 124.35 b 30.425
Others 55 108.69 a 45.888
Purchase
satisfaction
7.960 <0.001**
Married 449 23.88 b 6.713
Others 55 20.60 a 9.313
2. The different letters a, b denotes significance among marital status of shoppers
and their perception towards factors of buying behaviour of children toys based
on results of Tukey Post-hoc test at 5% level.
vol 50 8 issue 3

Table 3 and 4 summarizes the results of descriptive statistics and One-way
ANOVA between marital status of the shoppers and Factors influencing the purchase
decision. From the above table, it is identified that all the Factors influencing the purchase
decision such as Need Recognition, outlet decision, website, promotion, influencer,
influential factors, toy decision, purchase decision, and actual process are having p value
less than 0.01, which rejects null hypothesis (H03), therefore, it is concluded that the
marital status of the shoppers is having significant influence on their perception towards
the factors influencing purchase decision at 1% level.Overall, it is observed that the
married shoppers have exhibited better perception towards the various dimensions of
children toys buying behaviour (i.e. Need Recognition (41.57), outlet decision (31.48),
website (20.46), promotion (19.69), influencer (20.19), influential factors (60.33), toy
decision (32.54), and purchase decision (124.35), and purchase satisfaction (23.88)).
7.4. Educational Qualification vs. Factors influencing the purchase decision
H04: Educational qualification of the shoppers does not have significant
influence on their perception towards the factors of buying behaviour of
Children toys from organized stores.
Table 5.ANOVA: Educational Qualification vs. Shopper BuyingBehaviour
Factors Qualification N Mean Std. Dev F value p value
Need
Recognition
Upto School Level 45 33.11 a 15.183
11.898 <0.001**
Undergraduate 306 41.77 b 11.529
Post-Graduate 155 41.06 b 13.519
Others 71 33.56 a 17.214
Outlet
Decision
16.548 <0.001**
Others 71 26.07 a 13.436
Website
15.851 <0.001**
Others 71 16.61 a 8.555
Promotion
13.978 <0.001**
Others 71 16.49 a 8.436
Influencer
19.838 <0.001**
Others 71 16.72 a 8.574
Influential
Factors
17.325 <0.001**
Others 71 49.81 a 25.386
Toy Decision
16.700 <0.001**
Others 71 26.96 a 13.678
Purchase
Decision
18.132 <0.001**
vol 50 9 issue 3

Post-Graduate 155 129.94 b 37.756
Others 71 102.84 a 52.261
Purchase
Satisfaction
17.318 <0.001**
Others 71 20.03 a 10.244
2. The different letters a, b denotes significance among educational qualification of
the shoppers and their perception towards Factors influencing the purchase
decision based on results of Tukey Post-hoc test at 5% level.
Table 5 summarizes the results of One-way ANOVA between educational
qualification of the shoppers and factors of buying behaviour. From the above table, it is
identified that all the factors influencing purchase decision such as Need Recognition,
outlet decision, website, promotion, influencer, influential factors, toy decision, purchase
decision and purchase satisfaction are having p value less than 0.01, which rejects null
hypothesis (H04), therefore, it is concluded that the educational qualification of the
shopper is having significant influence on their perception towards the factors of buying
behaviour of children toys from organized stores at 1% level.Overall, it is observed that
the shoppers’ qualified with post-graduation have exhibited better perception towards the
various dimensions of children toys buying behaviour (i.e. outlet decision (32.63), website
(21.28), promotion (20.97), influencer (21.22), influential factors (63.47), toy decision
(33.84), and purchase decision (129.94), and purchase satisfaction (25.36)).
7.5. Annual Income vs. Factors influencing purchase decision
H05: Annual income of the shoppers does not have significant influence on
their perception towards the factors of buying behaviour of children toys
in organized stores.
Table 6.ANOVA: Annual Income vs. Shoppers’ Buying Behaviour
Factors Annual Income N Mean Std. Dev F value p value
Need
Recognition
< 3 Lakhs 189 37.39 a 13.858
3.679 0.026*
3 - 6 Lakhs 299 40.19 ab 11.987
Above 6 Lakhs 89 40.91 b 11.310
Outlet
Decision
< 3 Lakhs 189 29.18 a 10.746
3.059 0.048*
3 - 6 Lakhs 299 30.51 ab 9.252
Above 6 Lakhs 89 32.24 b 9.206
Website
< 3 Lakhs 189 18.42 a 6.704
9.909 <0.001**
3 - 6 Lakhs 299 19.78 a 5.630
Above 6 Lakhs 89 21.75 b 4.701
Promotion
< 3 Lakhs 189 18.00 a 6.570
6.359 0.002**
3 - 6 Lakhs 299 19.13 ab 5.376
Above 6 Lakhs 89 20.64 b 5.667
Influencer
< 3 Lakhs 189 18.71 a 6.455
6.164 0.002**
3 - 6 Lakhs 299 19.88 ab 5.491
Above 6 Lakhs 89 21.27 b 5.209
Influential
Factors
< 3 Lakhs 189 55.13 a 19.142
8.053 <0.001**
3 - 6 Lakhs 299 58.78 a 15.530
Above 6 Lakhs 89 63.66 b 15.263
Toy Decision < 3 Lakhs 189 29.75 a 10.268 7.949 <0.001**
vol 50 10 issue 3

3 - 6 Lakhs 299 31.71 a 8.676
Above 6 Lakhs 89 34.37 b 7.948
Purchase
Decision
< 3 Lakhs 189 114.06 a 38.473
7.046 0.001**
3 - 6 Lakhs 299 121.00 a 31.879
Above 6 Lakhs 89 130.26 b 30.915
Purchase
satisfaction
< 3 Lakhs 189 22.19 a 7.971
6.872 0.001**
3 - 6 Lakhs 299 23.31 a 6.852
Above 6 Lakhs 89 25.60 b 6.186
2. The different letters a, b denotes significance among annual income of the
shopper and their perception towards Factors influencing the purchase decision
based on results of Tukey Post-hoc test at 5% level.
Table 6 summarizes the results of One-way ANOVA between annual income of
the shoppers and factors of buying behaviour of children toys in organized stores. From
the above table, it is identified that all the factors influencing purchase decision such as
website, promotion, influencer, influential factors, toy decision, purchase decision,
purchase satisfaction are having p value less than 0.01, whereas Need Recognition and
outlet decision are having p value less than 0.05, which rejects null hypothesis (H05),
therefore, it is concluded that the annual income of the shoppers is having significant
influence on their perception towards the factors of buying behaviour of children toys in
organized stores at 5% level.Overall, it is witnessed that the shoppers’ earning more than
6 lakh per year have revealed better perception towards the various dimensions of
children toys buying behaviour (i.e. Need Recognition (40.91), outlet decision (32.24),
website (21.75), promotion (20.64), influencer (21.27), influential factors (63.66), toy
decision (34.37), and purchase decision (130.26), and purchase satisfaction (25.60)).
7.6. ANOVA: Number of Children vs. Factors influencing the purchase decision
H06: Number of children of the shoppers does not have significant influence
on their perception towards the factors of children toy buying behaviour
in organized stores.
Table 7.ANOVA: Number of Children vs. Shopper Buying Behaviour
Factors No. of Children N Mean Std. Dev F value p value
Need
Recognition
None 49 34.98 a 16.383
7.504 <0.001**
One 293 40.72 b 9.767
Two 159 40.58 b 13.789
More than two 76 34.58 a 15.101
Outlet
Decision
None 49 26.88 a 12.611
5.970 0.001**
One 293 31.24 b 8.287
Two 159 31.23 b 10.169
More than two 76 27.25 a 11.290
Website
None 49 17.63 a 8.043
7.472 <0.001**
One 293 20.38 b 4.659
Two 159 19.97 b 6.472
More than two 76 17.36 a 7.014
Promotion
None 49 16.86 a 7.837
7.125 <0.001**
One 293 19.83 b 4.634
Two 159 19.04 b 6.521
vol 50 11 issue 3

Influencer
None 49 17.37 a 8.072
10.089 <0.001**
One 293 20.68 b 4.569
Two 159 19.81 b 6.074
Influential
Factors
None 49 51.85 a 23.836
8.861 <0.001**
One 293 60.88 b 12.977
Two 159 58.81 b 18.095
More than two 76 51.69 a 20.083
Table 7.ANOVA: Number of Children vs. Shopper Buying Behaviour (Contd.,)
Factors No. of Children N Mean Std. Dev F value p value
Toy Decision
None 49 27.78 a 12.834
10.921 <0.001**
One 293 32.77 b 7.521
Two 159 32.28 b 9.290
More than two 76 27.20 a 10.594
Purchase
Decision
None 49 106.51 a 48.451
9.217 <0.001**
One 293 124.89 b 26.834
Two 159 122.33 b 35.601
More than two 76 106.14 a 41.149
Purchase
satisfaction
None 49 20.86 a 9.589
12.624 <0.001**
One 293 24.38 b 5.821
Two 159 23.92 b 7.379
2. The different letters a, b denotes significance among number of children of the
shopper and their perception towards factors influencing purchase decision based
on results of Tukey Post-hoc test at 5% level.
Table 7 summarizes the results of One-way ANOVA between number of children
of the shopper and factors influence the purchase decision. From the above table, it is
identified that all the factors influencing purchase decision such as Need Recognition,
outlet decision, website, promotion, influencer, influential factors, toy decision, purchase
decision and purchase satisfaction are having p value less than 0.01, which rejects null
hypothesis (H06), therefore, it is concluded that the number of children of the shopper is
having significant influence on their perception towards the factors of shopper buying
behaviour at 1% level.Overall, it is observed that the shoppers’ with one child have
unveiled better perception towards the various dimensions of children toys buying
and purchase decision (124.89), and purchase satisfaction (24.38)).
8. Discussions, Implications and Conclusions
Demographic factors which includes, age, gender, educational level, marital
status, annual income, family size, Occupation, number of children and it plays a greater
role in purchase decision of children toys and it have been proved through analysis and
discussion were made in descriptive analysis and inferential analysis. It is observed that
the shoppers are having better perception towards all the factors of their buying behaviour
towards the purchase of children toys from organized retails stores in Chennai city.
Earlier studies (Lavanya&Jayasan 2017) attempts that the parents consider price, material
quality, safety, while making a purchase decision. Parent’s perceptions of children’s
vol 50 12 issue 3

influence on purchase decisions and determine whether there were differences based on
product type, age of the child, gender of the parent, location (rural versus urban), and
communication style of the parent. It is statistically proved that among the factors
influencing purchase decision of children toys, it is discovered that Need Recognition is
having critical role, then the second most important factor is toy decision and third
important factor is ‘influential factors’. So, the organized retail outlet must focus more on
these factors to increase the sales turnover of the toys in their stores. With respect to the
supporting reviews stated that female shoppers are more likely to adopt environmentally
friendly purchasing practices (Mainieri et al, 1997). Men and women differ in terms of the
way they look at the internet usage. Men tend to click on web site because they are
information hungry where as women depends on communication media to entertain and
educate (Smith and Whitlark 2001).A number of contradictions of preferences between
children and parents which needs design rethinking (Wichanat&Nopadon 2012) the above
reviews go along with T test result. The result of two samples t test explored that there is a
significant mean difference exists between male and female with regards to factors
influencing purchase decision. The output of the above test discovered that the female
shoppers have better perception towards the various dimensions of children toys buying
and purchase decision (119.47), and purchase satisfaction (23.21). Generally, while
compared to males, females enjoy shopping and they would like to do shopping for
themselves and for their kids. Females are always keen on new products with additional
features, attractive designs and/or innovative products, even during the toys purchase they
are more keen on the various attributes of the stores (design, atmosphere, toy variety,
ambience, sales person behaviour, etc.), and also on toy decision (price, quality, design,
features, colour, safety, learning, etc.).
The results of One-Way ANOVA explored that the demographic profile (i.e. age
group, marital status, educational qualification, annual income, number of children) of the
shopper is having significant influence on their perception towards the factors of buying
behaviour of Children toys in organized stores and the same supported by earlier
following studies Kollat and Willett (1967) found that the characteristics of consumers
and their demographics influence the impulse purchasing.Demographic, behavior and
psychographic factors help to understand consumers and their needs (Kotler& Armstrong
2007).Study conducted by (Bardeen 2017) also stated that parent toy decision influenced
by demographical related factors.(Iqbal, Ghafoor&Shahbaz,2013). (Iqbal,
Ghafoor&Shahbaz,2013) consumer behaviour studies and the research findings also
resulted the same.The shoppers comes under the age group of up to 30 years have
established better insight towards all the factors of buying behaviour of children toys,
because in that age group they would be entering in to marital relationship, and would
become parent for their kids. These people are categorized as generation Z (or Centennial
generation) shoppers, these people are arrived with tablet and smart phone in their hands,
so they are technocrats who search information through electronic gadgets before do any
purchase either in traditional stores or in online stores. They give highest priority to
features, attractiveness, creative & innovation, and quality of the products.
The results of one-way also explored that married shoppers have exhibited better
perception towards the various dimensions of children toys buying behaviour (i.e. Need
Recognition (41.57), outlet decision (31.48), website (20.46), promotion (19.69),
influencer (20.19), influential factors (60.33), toy decision (32.54), and purchase decision
(124.35), and purchase satisfaction (23.88)). In the present scenario, most of the families
are nuclear in nature and youngsters are living away from their elders, most of them are
well-educated, dual-income holders, so they want to satisfy the even small needs of their
kids on prompt time, because their economic status is comparatively good than earlier
generations. Among the shoppers it is also identified that there is a significant increase in
number of single parent in the society because they may be a widow, or divorced or
vol 50 13 issue 3

separated, especially for them their kids are the world, so they give utmost care to provide
everything to their kids even before they ask.
Similarly, it is observed from the One-way ANOVA is that the shoppers’
qualified with post-graduation have exhibited better perception towards the various
dimensions of children toys buying behaviour. Overall, it is witnessed that the shoppers’
earning more than 6 lakh per year have revealed better perception towards the various
dimensions of children toys buying behaviour. The shoppers’ with one child have
unveiled better perception towards the various dimensions of children toys buying
behaviour. Now-a-days, the generation z shoppers are well-qualified, earning more
income, and have only one child, so they are able to lead luxury or better life-style focus
more on quality & brand rather than price of the product. They would like to provide the
best to their kids.
It is noted from the Chi-square Analysis that 64.0% of the sampled shoppers are
highly satisfied towards the quality and price of the toys sold in the organized stores
belong to the age group of 31 to 40 years and same age group of shoppers of 78.9% of
them are highly satisfied towards the toys collection that are present in the organized
stores. Majority (63.2%) of the shoppers had a high level of satisfaction towards the
services design, atmosphere and sales promotion in organized stores fall under the age
group of up to 30 years.
It’s is also inferred that 48.9% of female shoppers highly satisfied with the quality
and price of the toys sold in organized stores while comparing to male shopper with
regards to the gender shopper and their overall satisfaction towards the quality and price
of the toys in organized stores. Likewise it discovered from the chi-square analysis that
60.8% of female shoppers are highly satisfied with the available toys collection in the
organized stores in comparing to the male shoppers and 63.7% of the female shopper
perceived high level of satisfaction towards the design, atmosphere and sales promotion in
organized stores. Similarly,75.6% of the female shoppers preferred toy brand is Funskool,
67.7% of the male shoppers opined that their preferred toy brand is Mattel and is it found
that gender is having significant association with preferred toy brand.
From the chi-square test it is resulted out that age group of the shopper is having
significant association with their preferred toy brand where the shopper aged 41-50 years
prefer to purchase Funskool toy brand and based on the column percentage it is found that
51.4% of the female shoppers more in numbers preferred to buy local brand due to the
price of the toy. With regards to the age group of the shoppers and their preferred toy type
it is found that 78.9% of shoppers preferred local brand who fall under the age group of
above 50 years. It is inferred that 60.5%, shoppers those who have their occupation as
business are found to be highly satisfied with regards to the quality and price of the toys
in organized stores and association is found among them.
9. Managerial Implications of the Study
Shopping behaviour in toys market is the key focus of the firm’s marketing
programme. What types of toys are required in the market place or how to appeal
shoppers to buy their toys from the market are the main concerns of the toy
manufacturers. The research on toy consumer behaviour explores the toy manufacturers to
understand the customer expectations towards the attributes of toy and how to attract them
to purchase the toys. The efficient toy promotion campaign integrates the toy design,
development, manufacture, creativity &innovation, technology adoption through research
& development activities, and sales promotion strategies.
The results of the study explored that women plays a critical role and having
better perception towards the various factors influencing the purchase decision of children
toys from organized stores, therefore, it is recommended that the toys section of the
vol 50 14 issue 3

organized stores should be closed to ladies apparels, or cosmetics section. The posters,
offer details, new arrivals of the toy should be displayed in the ladies section. They can
also even have small showcases of new arrival of toys in ladies section. The toy
manufacturers also should do intense research which colours mostly attracts women and
children, so that the toys can be made in those colours. The results of the study also
demonstrated that the shoppers under the age group of 30 years have shown in better
perception towards the various factors influencing the purchase decision of children toys
from organized stores, therefore, As already mentioned, they are the generation Z
shoppers, they prefer toys with technology, so the adoption of technology in making the
creative toys will end in lot of fun, learning and entertainment of kids, so obviously theses
shoppers prefer to gift such kind of toys to their kids. The present day children are more
attracted towards characters comes in cartoon channels programmes, so the toys may
illustrate those characters. The shoppers with lower annual income (i.e. less than 6 lakhs)
has shown comparatively less perception towards various factors influencing the purchase
decision of children toys, and also most of them have not preferred branded toys, so in
order to attract the low income groups the toy manufacturers should design, develop,
manufacture, and promote branded toys at nominal price to suit the requirements of lower
economic classes also. The purchase decision of toy depends on three major demographic
profile age group of the children, their gender, and income of the family, so the toy design
and promotion strategies should be according to these constraints in order to improve the
effectiveness and efficiency of the reach of toy to the targeted segment.
10.Scope for Further Research
The study is confined only to shopper who purchase the children toys from the
organized stores located in Chennai city. Hence the research study can be stretched to
other city in state of Tamil Nadu and even to other metropolitan cities in India which will
help in understanding the factors that influence purchase decision of children
toys.Likewise additional research could be carried out to assess factors that influence
purchase decision of children toys among shoppers in unorganized retail, because India’s
$670 billion retail market is still mostly unorganized, with nearly 93% of it happening
through small mom-and-pop stores or stand-alone outlets. Hence an elaborate future study
can be carried out to evaluate the factors that influence purchase decision of children toys
among shoppers in unorganized retail.The current study has shelter light on the factors
influencing shoppers’ buying behaviour towards children toys which influences consumer
buying process, but today due to the growth of information technology and birth social
media, online shopping plays a vital role among the shoppers, hence further empirical
studies shall be carried out to evaluate the impact of need identification, influential
factors, purchase and purchase satisfaction of toys that are purchased through online!
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