The purpose of this study is to explore and verify the main determinants of parent toy-choice decision-making by using a theoretical model for toy-selection decisions and exploring toy-purchasing behaviour empirically. After reviewing a large number of previous studies, this study’s model was developed and designed. A variety of determinants were identified and then categorized into six main broad categories, namely, purpose-of-using related factors, emotional-related factors, educational-related factors, cost-related factors as well as child and parent demographic-related factors. A quantitative methodology was adopted to test the study’s model by drawing on six hypotheses, which were then tested statistically. A self-administrative survey was developed to collect the preliminary data from customers (mainly parents) who had been involved in toy purchasing by applying the convenience sampling method. The study hypotheses were tested and the findings were also discussed in-depth.

The study found that parent toy purchase decision id derived by a set of factors which are purposes of using-related factors, emotional-related factors, informational-related factors, cost-related factors, children demographical-related factors and parental demographical-related factors.