FACTORS INFLUENCING PURCHASING DECISIONS OF TOYS FOR PRESCHOOL CHILDREN: A CASE STUDY OF PARENTS IN SAKON NAKHON PROVINCE, THAILAND

Abstract

            This research aims to study factors influencing the selection and purchase of toys for preschool children in Sakon Nakhon province. A sample of 257 parents was chosen as key persons who bought toys for their children.  The sample was selected from four districts in Sakon Nakhon province; Mueng Sakon Nakhon, Phangkhon, Sawang Dandin, and Waritchaphoom.  A questionnaire was used as a data collection tool. The obtained data were statistically analyzed and compared.  The results showed that, demographically, there were significant differences in ratings, as a result of the education level, occupation, and income of the parents affecting toy selection and purchase.  Moreover, five influencing factors were: gorgeousness, durability, country of origin, personal selling, and advertising, were also rated as very important.  The findings suggest that safety and child skill development were considered as being factors influencing parental decisions to buy toys for their children.