A research on consumers' toy buying behavior and the effect of country origin

In this study, the toy buying behaviors of consumers and the effect of country origin on it is explored. The scope of the study involves the parents of children aged between three to six and attending pre-school education program of the Ministry of Education in the Province of Aksaray. Questionnaires prepared for this study have been applied upon them. Accordingly, the toy buying behaviors of consumers have been examined. Findings of the study have revealed that there exist meaningful differences between consumers? toy buying behavior traits and their intentions to purchase Chinese made toys and between consumers? socio-demographical characteristics and their intentions to purchase Chinese made toys. Furthermore, meaningful relationships have been found among consumers? discreet toy buying predispositions, country image of China, the image of Chinese goods and China-made toys, perceived quality of China-made toys, and intentions to buy China-made toys.Key Words: Toy Buying Behavior, Effect of Country Origin, Country Image, Perceived Quality, Chinese Made ToysScience Code: 1127