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Doctoral Thesis / Dissertation from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: C, Anna University (Saveetha School of Management), course: Management, language: English, abstract: The prime goal of the study is to examine the factors influencing the purchase decision of children toys from organized stores in Chennai city. The researcher has adopted quantitative and descriptive research for the present study. The factors chosen for the study are need-recognition, influential factors, purchase decision and purchase satisfaction. The survey was conducted among 577 sample shoppers of organized stores who have purchased children toys. The structured questionnaire was used to gather the primary data of the present research. Based on the pilot study results, the reliability and validity of the questionnaire was verified. The primary data was analyzed through descriptive and inferential statistical tools using SPSS 20.0 and AMOS 20.0 statistical packages. Toys play a vital role as cultural ambassadors reflecting 5000 years of Indian civilization. Toys manufactured all over the country reflect the cultural diversity of the country. The toy industry is mainly based on small and cottage sectors, with about 4000 manufacturing units comprising of micro (75%), small and medium (22%) and large (3%) units. Consumer behaviour deals with the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. In every family, children are the parts of happiness for the family members, especially their parents, but kids love toys. Playing with toys gives them joy and fun, most of the toys provide at least some opportunity for children to learn. The best toys connect a child¿s senses, spark their imaginations, and encourage them to interact with others. In infancy toys are their world which serves them to learn to walk, talk, socialize, gain knowledge, grow emotionally, and develop social and awareness.