Open AccessThe influence of gender stereotypes on parents´ decision-making processes while buying toys
Author(s) -
Kateryna Martiushenko,
Eduard Palovchyk
Publication year - 2021
Publication title -
trendy v podnikání
Language(s) - English
Resource type - Journals
eISSN - 2788-0079
pISSN - 1805-0603
DOI - 10.24132/jbt.2021.11.3.23_31
Subject(s) - purchasing , perception , psychology , qualitative research , element (criminal law) , quantitative research , purchasing decision , social psychology , marketing , applied psychology , sociology , business , political science , social science , neuroscience , law
This paper examines the influence of gender factors and stereotypes in the toy industry by investigating the opinions of parents on Creatable World’s gender-neutral doll. It aims to explore the factors influencing the decisions parents make when choosing toys for their children. The paper uses a mixed research method, combining individual semi-structured in-depth interviews as a qualitative method, and a structured questionnaire as a quantitative method. The qualitative study serves as preliminary research for the quantitative method. It helps to outline the main aspects and factors influencing parents’ purchasing decisions and children’s toy preferences. The quantitative element of the study examines the connection between aspects and factors discovered and is aimed to investigate existing patterns. The results indicate that gender impacts both parents’ purchasing decisions and their perception of children’s toys.