toy purchase decision 2010
TRANSCRIPT
Toy Purchase Decisions ReportHow do consumers navigate the purchase decision process when buying toys?
THE NPD GROUP TOYS
NPD’s Toy Purchase Decisions Report helps you explore how consumers arrive at their
purchase decisions and understand what influences those toy purchases. It complements
the consumer tracking data NPD delivers, going beyond the who, what, when, and
where of toy purchasing to uncover the factors that ultimately determine which toys
consumers buy.
The report is based on a 2010 study of consumers who had previously reported purchasing
a toy. It addresses how the decision process varies based on the buyers’ needs and also
explores factors influencing consumers’ decisions to shop a particular retailer, general
shopping behavior both online and in-store, what type of consumers they are, and much
more. New to the report this year is trended information from the 2009 study.
Business Benefitsn Enhance in-store promotion strategies based on the factors that influence impulse purchases,
such as, “I bought it because it was on an end cap,” to maximize product placement
n Increase the effectiveness of advertising and marketing efforts with insight into purchase
influences for a particular category, such as, “It was purchased to add to a collection”
n Develop more relevant packaging based on the product, package, or safety features
most relevant to boys, girls, younger kids, and gift-givers
n Recognize which tools and services shoppers look for when they come into a store
to help them make the right purchase decision, improve their shopping experience,
and build increased loyalty
n Familiarize yourself with consumers’ opinions and preferences so you can make the
most of store layout and shelf space
ABOUT THE NPD GROUP, INC.
The NPD Group is the leading provider
of reliable and comprehensive
consumer and retail information
for a wide range of industries. Today,
more than 1,800 manufacturers,
retailers, and service companies
rely on NPD to help them drive
critical business decisions at the
global, national, and local market
levels. NPD helps our clients to
identify new business opportunities
and guide product development,
marketing, sales, merchandising, and
other functions. Information is available
for the following industry sectors:
automotive, beauty, commercial
technology, consumer technology,
entertainment, fashion, food and
beverage, foodservice, home, office
supplies, software, sports, toys, and
wireless. For more information,
visit www.npd.com.
The NPD Group
HEADQUARTERS900 West Shore RoadPort Washington, NY 11050USA866-444-1411www.npd.com
AMERICASAustinBentonvilleCambridgeChicagoGreensboroHoustonMexico CityNew York CityRestonSan DiegoSan JoseToronto
EUROPELondonMadridMilanNurembergParis
ASIA PACIFICBeijingSeoulShanghaiShenzhenSydneyTaipeiTokyo
THE NPD GROUP TOYS
Key Measuresn Planned vs. unplanned purchases and what drives them: value, product information,
educational qualities, and more
n Variation in purchase dynamics (occasion, recipient, price, retailer, discounts) by category
n Differences in shopping behavior when buying online or in stores
n Factors influencing consumers to buy a particular toy and choose particular retailers
n Information most considered when choosing a toy, such as recommended age, toy
safety, brand name
n Competing toy categories consumers considered when deciding among multiple toys
n Impact of licensed products on purchase behavior
MethodologyAn online survey was fielded to a pre-identified sample of toy buyers ages 18+ who had
previously reported the purchase of a toy. More than 3,200 completed surveys contributed
to the report. The attitudinal and behavioral information collected from the topical survey
was merged with transactional data collected from NPD’s Consumer Tracking Service for
Toys (where the respondents originally reported their purchases). The data has not been
weighted to any particular population.
Industry ExpertiseNPD delivers unparalleled, global toy market information for manufacturers, retailers,
licensors, and the financial community. Companies rely on it to understand what is selling, who
is buying, where they are buying, and why. This comprehensive market view is indispensable
for benchmarking, competitive analysis, identifying new channel opportunities, marketing,
and product planning.
In the U.S., NPD provides a clear picture of consumer purchasing behavior across all distribution
channels for the toy industry with support from National Consumer Panel, a Nielsen/IRI
joint venture panel of more than 70,000 households. NPD’s EuroToys® service offers consumer
panel and point-of-sale (POS) tracking for nine European markets. The OzToys service
offers POS tracking for Australia. In addition, NPD is always focused on emerging markets.
Toy category specialists in NPD offices around the world supplement the data clients
receive with expert perspective on market trends and dynamics.
Learn MoreFor more information, contact Charles Camaroto at 866-444-1411
1110