Abstract: Kids mean business to marketers. Intense competition to tap the young aspiring segment has seen and big players relying on high spends advertisements, cross-selling, licensed merchandising, program length commercials, product placement and promotions involving free gifts. Marketers today are constantly facing new challenges. One such challenge is, understanding the role played by kids in the purchase decisions and also important to remember that kids are more empowered than ever in terms of information, knowing their preferences, and engaging their parents as active enthusiasts. Any specific toy or gift attached with the product influence the child to purchase the product and this will lead for a repeat purchase. Parents look for products that are new and give surprise for their kids. The researcher made an attempt to find out the influence of surprise toys on purchasing kinder joy again and also to study the key factors in surprise toy influence children to purchase kinder joy. Data collected through questionnaire using convenience sampling technique. The parents were primary sampling units approached through schools and children because they are actually engaged to social life of children. The study restricted to Ernakulam district only. For analysis purpose,correlation analysis, Anova test and descriptive statistics were used. The findings of the study revealed that the kids were influenced by surprise toy on purchasing chocolates again. The study would help marketers in designing their endorsement strategy to effectively target kids.
Keywords: Surprise, Repeat purchase, detachable pieces.
Title: THE INFLUENCE OF SURPRISE TOYS ON REPEAT PURCHASE AMONG KIDS WITH SPECIAL REFERENCE TO KINDER JOY
Author: Anish John A, Sarika Mohan, Renju Chandran V R
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
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