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 could be affected by demographics as well as other factors, such as that of the educational value of toys, as well as the price perceptions. Hence, this paper seeks to identify determinants of parental yielding important to the context of children’s influence in decision making of mothers today, in the Singapore context. In this research, results have shown that mothers are more likely to yield to toys that possess high educational value as compared to low educational value ones. Moreover, toys that are perceived to be cheap would also result in higher parental yielding. The paper also aims to point out important future research to spark further studies on the topic.