Main Article Content
Purpose- The purpose of this paper is to identify the various factors that influence Generation Alpha parents in purchasing educational toys for their children especially during the Covid-19 pandemic.
Design/methodology/approach- 206 samples were received for final data analysis which were acquired through a structured questionnaire circulated through google form. The responses were elicited from parents based in India. Principal Component Analysis was used to derive the results.
Findings- 18 research items were studied, analysed and clubbed into three factors namely Brand Recognition, Brand Attributes and Product Appeal. Generation Alpha parents give due importance to these factors while purchasing educational toys for their children.
Practical implications- The findings of this study will be useful for toy marketers and manufacturers to introduce toys with features that are preferred by parents. It helps to understand the various features that are preferred in an educational toy which help in the overall development of a child.
Originality/value- This is the first paper which studies the various toy features that are preferred by Generation Alpha parents prior to its purchase.