Children’s influence on parental yielding on toys with respect to educational value and perceived price.

• Main Authors: Li, Xian., Lee, Mildred Sook Han., Tan, Rachael Yan Hang.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/48264
• Institution: Nanyang Technological University

Children are becoming increasingly influential to family decision making. With the changing demographics, and landscape, increasing number of studies are focusing on the influence of the children, from that of direct and indirect influence attempts to that of parental yielding. Parental yielding cou...