Abstract:
The parents buying behavior regarding toys have been explored with an attempt to see how their decision to buy certain toys helps in their kids’ ability to learn, build their knowledge and skill and increase their intellect in Pakistan’s toy market. The objective of the study is to study the stages of development of kids through the consumption pattern of toys, the buying behavior of parents, the choices available in the market, the status recognition of reputable brands and the commitment of kids towards a particular brand in Pakistan. The study is a qualitative study. The data collected is through mini, informal, semi structured interviews from a sample size of 15, 10 parents and 5 shop keepers which were audio recorded. The main results indicated that majority of the parents were very particular about the kind of toys they were giving their children to play with. Majority preferred age appropriate toys, with high play value, something educational and discouraged media related non educational toys. ‘Fisher price’ and ‘Lego’ had exceptionally good reputation in the market due to their safety element, quality, and value for money, and mainly due to the high play value that their toys offer. Parents were seen to be brand conscious when it came to buying educational toys only. Recommendation is to open up more places like the ELC (Early Learning Centre) in Pakistan as the demand is increasing and there are opportunities in the market.
