Recently, Vietnam's economy has grown enormously. Together with the development in the fields of science, economics, information technology, etc., education and culture also achieve great development. The development of society improves the living standard and children’s caring becoming more and more important because children are the priority and core target in the social development objectives. However, the toy industry in Vietnam seems to be neglected although the industry. Up to now, there have been rare studies assessing the situation of children's toy consumption in the country as well as in Hanoi. For that reason, this topic of research is to understand the behavior of customers on children's toys in Hanoi. Preliminary research was conducted by qualitative research through opinion poll and group discussion to find out five most influencing factors that affect the toy’s purchasing decision of parents. Some parents’ groups of under 15-year-old-children in Hanoi were selected for gathering opinion by taking the first-round survey. Then, the quantity of 200 questionnaires were distributed equally (non-probability sampling method) among 4 central districts in Hanoi (50 per district). After collecting questionnaires, the data was encoded, analyzed and processed by SPSS.20 software. This paper to explore and verify the main factors that led to parents' choice of toy products, which included children's impact assessments – as children are the primary users of this product - to their parents' buying decision in order to provide productive approach, suggestions and recommendations to Vietnam children’s toy market.
Volume 11 | 09-Special Issue
Pages: 431-439
DOI: 10.5373/JARDCS/V11/20192589