PARENTS’ PERCEPTION OF CHILDREN (AGE 4-7 YEARS OLD)’S EDUCATIONAL BOOKS: INSIGHT INTO POST-PURCHASE REGRET OF CODY PLAYBOOK

• Main Author: Valenia W. P., Nadhira
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75696
• Institution: Institut Teknologi Bandung

This paper investigates the factors influencing parents' decision-making when selecting educational books for their children and explores the occurrence of post-purchase regret. The study focuses on a case study of the Cody Play coding-based activity book to provide specific insights into these phenomena. Drawing from existing literature, key factors such as age appropriateness, educational value, content relevance, popularity, price, and availability are identified as influential considerations for parents. The research employed primary market research methods, including interviews with parents who purchased educational books for children aged 4-7 years old. Customers expressed dissatisfaction due to limited activity variations and errors in the book's content. Based on the findings, the study emphasizes the importance of addressing the factors contributing to post-purchase regret. Recommendations to enhance the customer experience include refining the book's content, improving activity instructions, and ensuring accuracy and quality. Furthermore, the study underscores the significance of offering potential customers opportunities to try out the product before purchase, such as providing sample activities or online demos. This research contributes to the understanding of parents' decision-making processes when selecting educational books and highlights the implications of post-purchase regret. The insights gained from the case study of the Cody Play book offer valuable guidance to researchers, businesses, and organizations involved in the educational book market. By understanding these factors and experiences, stakeholders can make informed decisions to improve the selection and purchasing process, ultimately enhancing the educational value and customer satisfaction associated with educational books for children.