@article{MAKHILLIBM2017111227322,
    title = {Factors Influencing Purchasing Decisions of Toys for
Preschool Children in the Countryside of Thailand},
    journal = {International Business Management},
    volume = {11},
    number = {12},
    pages = {2010-2014},
    year = {2017},
    issn = {1993-5250},
    doi = {ibm.2017.2010.2014},
    url = {https://makhillpublications.co/view-article.php?issn=1993-5250&doi=ibm.2017.2010.2014},
    author = {Kanokkan},
    keywords = {Toys,purchasing decisions,preschool children,countryside,parent view,product},
    abstract = {This research aims to study factors influencing the selection and purchase of toys for preschool
children in countryside of Thailand (Sakon Nakhon Province located in the North East). A sample of 257 parents
was chosen as key persons who bought toys for their children 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 and 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 affected toy selection and purchase decision. Moreover, five factors of product
characteristic and marketing mix gorgeousness, durability, country of origin, personal selling and advertising
were also rated as very important for toy purchasing decision. From parent view, safety and child skill
development were considered as important factors to buy toys for their children.}
    }