Children’s Influence on Parent’s Purchasing Decision in Toy Industry
Nikhil
Chawla, Richa
Mehta,
Student, Assistant
Professor,
Rukmini
Devi Institute of Rukmini
Devi Institute
Advanced
Studies, of
Advanced Studies,
chawlanikhil139@gmail.com, richa.gmehta@gmail.com
Toys
and games are played since the beginning of civilization and these play an
important role in developing and training the mankind. This study describes the
importance of the factors adopted by children that will influence the parent’s
purchasing decision. This study aims at identifying the various factors that
are adopted by children and to study how these factors influence based on the
demographics like age and gender. For the same the methodologies used are
descriptive and exploratory. The questionnaire is also used to accomplish the objectives
stated in this study and the independent t-test tool is adopted to check the
relation between different demographics like age group and gender of children.
Various literatures have been studied and from the previous studies, the main gap analyzed that the factors adopted by children in considering toy purchasing decisions do not coordinate with parent’s purchasing decisions. So this study attempts to study the factors adopted by children, which influences parent’s toy purchasing decisions and testing these factors on demographics like age, gender, etc. and preparing hypothesis for the same and testing it through the independent t-test. Finally it has been concluded that selection decision of toys by children concerning gender are homogenous but concerning selection of toy based on their favorite cartoon characters, there is a significant difference as a boy child will select a toy based on his favorite cartoon character like hulk, Spiderman etc. and a girl child will select a toy based on her preferences such as frozen dolls, Anna-Elsa, etc. and there is also significant difference between the selection of toys based on different factors for different age group of children. This paper is very beneficial in future studies as it provides the various factors which are essential to an organization for improving its growth. Also it gives vision about the reasons for managing a good reputation in the eyes of its prospective customers.
KEYWORDS: Toys,
Children’s influence on parents, Parents purchasing behavior, Toy industry.
SECTION-1: INTRODUCTION:
“The relation between a child and a toy is like a relation of flower and its fragrance as both cannot be separated” (Retrieved from www.theunboxingtoys.com). Toys and games are played since the beginning of civilization. These play an important role in developing and training mankind. Nowadays there are wide ranges of toys and games available globally, namely, Wooden, Plastic, Pullback, Electronic, and various board games, it helps in developing hand-eye coordination, mathematical aptitude, some science skills. For a kid, it is said that “A sun may rise from the west or a day becomes night but a kid never stop playing with toys ever” (Retrieved from www.theunboxingtoys.com).
The global toy industry is a billion-dollar industry mainly dominated by a few key players namely, Mattel, Namco Bandai, Lego, Hasbro, etc. The total revenue from the global toy industry is 90.4 Billion US dollars (retrieved from statista.com on 12th January 2020), and the Indian toy industry is Toy Industry in India has observed a lot of changes over the last decade in terms of categories of toys such as innovation, catchy design and various other aspects. The Indian toy market was worth US $850 Billion (retrieved from Essays, UK on January 10, 2020). The Toy Association of India evaluates that about 90 percent of the Indian toy industry belongs to the non-organized sector as a major sector of India is unorganized.
Purchase decision-making is a multifarious and multistage practice, which is carried out not only by the purchaser himself but under the influence of other parties as well (B. Guneri, 2009). A family member has the right to make decisions or to be the most influential one in the family when cultural or social norms designate him/her as the rightful person. (Jeevananda & Sunita Kumar). Generally, a parent is influenced by his/her child in making purchasing decisions in toys. The child also acts as a medium to socialize the parents by influencing the family purchase decisions. (B. Guneri 2009).
SECTION-2: LITERATURE REVIEW
The
paper has elaborated that toy purchase decision is derived by a set of factors
which are purposed of using related factors emotional related factor and
information relational factor. Teaching new and updated skills using toys was significant
and suggested by parents when choosing and purchasing toys. All parties such as
parents, teachers and other experts should unite to explain children the finest
way to use specific types of toys and provide details for toy handling. The
main finding in his study was that the respondents rated two factors as
extremely important for toy selection, namely, purposes of using-related
factors and children demographical-related considerations (Alkurdi Barween,
2017).
In this paper it is examined that presence of the
heavy metal content in the plastic children’s toys purchased from local markets
or from local vendors of different districts in Uttar Pradesh to examine that
six different colours of toys namely yellow 6 brands, orange 5 brands, green 3
brands, red and blue 4 brands, grey and purple 5 brands and pink and purple 3
brands used in this paper for the purpose of concentrations of heavy metals in
the toys. The main finding in this study is that toys purchased from various
districts of U.P. India contain large toxic heavy metals, such as Pb, Cd, Ni,
Zn, Cr, Co and Mn in varying concentrations and most of them showing high
concentrations of their limits which will badly affect in the children health
and growth. (Naseem Ahmad et. al, 2012).
In
another paper, the study is done on parents, children and internet connected
toys and the results of a user study with nine parent-child pairs. The main
concerns is on privacy and which hopes for parental controls children were
often unconscious that others might be able to hear what was whispered to the
toy. In this study various interviews conducted to conclude the results, the
findings may conclude that many parents have mixed attitudes about the
recording capabilities of these toys and these toy models are not yet
adequately sophisticated and elastic for children’s expectations. Children are
already often exposed to toys that listen and cooperate but are not designed as
toys (Emily McReynolds, et.al. 2017).
In
this paper it is stated that the Indian consumers are more focused on value
orientation. Indian consumers are very dynamic and price sensitive and the
study is done on the insights, buying behavior and approval of the shoppers in
Indian market. The major findings in this paper are that consumers undertake
complex buying behavior when they are highly involved in a purchase and
perceive significant differences among brands. Buyers are extremely elaborate
when the product is luxurious, hazardous, purchased irregularly. Thus consumer
has to authorize through a learning procedure, first emerging opinions about
the product, then attitudes, and then making a considerate purchase selection.
Marketers of luxurious products must know the information and evaluation
conduct of luxurious shoppers. They need to assistance shopper’s learning about
the product class attributes and their related significance, and about what the
company's brand offers on the significant attributes. (Subrato Dey, 2017).
This
paper examines that to improve the accuracy of traditional evaluation methods
by embedding sensors into daily life toys that deliver experts with added value
extra evidence enhanced by Decision Support Systems (DSS). It will be likely to
notice possible motoric disorders in a normal child’s expansion that might keep
hidden by traditional ways. The main finding in this paper are that the gaining
of developed information from the natural contact of the children with these
Smart Toys, the most operative and dependable way to nourish a DSS and experts
is with the real time watching information. (María Luisa Martín-Ruiz et. al,
2015).
Another paper describes
that Indian parents spend an average of Rupees 250-300 on a toy. In this paper
it is stated that technology up-gradation schemes are vital to make toy sector
more productive and competitive in the globalized setting, despite of double
digit growth, Indian toy industry is considerable backward in contrast to
China’s toy industry. (Sunny and Rajesh Sund 2014).
In another paper i.e. how’s the children play and from which toy,
stated that parents in our environment highly value the children’s play and
toys. The findings in this paper is analyzed by studying various other paper
and authors statement, the main conclusion be stated that the impact of
commercials or ads on the purchase of toys has a major sources for decisive
influence, since parents tend to avoid marketing tricks. Nevertheless, it is
important to remind parents that children are extremely susceptible to
manipulation in commercials. Children tend to update with the upgrading
technology and use or adopt the toys which are new in technology. (Jasmina
Klemenovic 2014).
By
studying various previous studies, a few authors described that children were
affected by various commercials or by various advertisements and few other
authors say that there are many factors like television advertisement, brands
etc. which affect the consumer buying behavior in toy industry.
The main gap analyzed by studying various previous studies related to toys is that the factors adopted by children in considering toy purchasing decisions do not coordinate with parent’s purchasing decisions. So this study helps in studying the factors adopted by children, which influences parent’s toy purchasing decisions and testing these factors on demographics like age, gender, etc.
SECTION-3 OBJECTIVES:
1. To
study the factors adopted by children to influence parent’s purchasing decision
in toy industry.
2. To
study how these factors get influenced on the basis of the demographics.
The
Research Methodology of the study is descriptive and exploratory as this study
is emanated from relevant past studies. Based on past studies factors have been
identified. With the help of an Independent t-test, it is identified that how
these factors would influence on demographics like gender and age of a child.
To fulfill the objectives, the study can be divided into two parts. The first
part elaborates on the relevant past studies, which were discussed in section-2.
The second objective has been fulfilled with the help of an Independent t-test
discussed in section-4.
HYPOTHESIS FOR
GENDER:
H1:
There is no significant difference in the selection of a toy based on colors
for either a boy or a girl child.
H2:
There is no significant difference in the selection of a toy based on cartoon
characters for either a boy or a girl child.
H3:
There is no significant difference in the selection of a toy based on
advertisements for either a boy or a girl child.
H4:
There is no significant difference between the selection of a toy based on peer
groups for either a boy or a girl child.
H5:
There is no significant difference between the selection of a toy based on
different replicas of gadgets for either a boy or a girl child.
H6:
There is no significant difference between the selection of a toy based on
brands for either a boy or a girl child.
H7:
There is no significant difference between the selection of a toy based on size
for either a boy or a girl child.
H8:
There is no significant difference between the selection of a toy based on
technology for either a boy or a girl child.
HYPOTHESIS FOR
AGE:
H1:
There is no significant difference between the selection of a toy based on
colors for different age groups.
H2:
There is no significant difference between the selection of a toy based on
cartoon characters for different age groups.
H3:
There is no significant difference between the selection of a toy based on
advertisements for different age groups.
H4:
There is no significant difference between selection of a toy based on peer
groups for different age groups.
H5:
There is no significant difference between the selection of a toy based on
different replicas of gadgets for different age groups.
H6: There is no significant difference between
the selection of a toy based on brands for different age groups.
H7:
There is no significant difference between the selection of a toy based on the
size for different age groups.
H8:
There is no significant difference between the selection of a toy based on the
technology for different age groups.
|
Group Statistics |
|||||
|
|
Var0002 Gender of your child |
N |
Mean |
Std.
Deviation |
Std. Error
Mean |
|
Var0003 My child selects a toy on the
basis of colors like blue, pink etc. |
Boy Child |
61 |
3.51 |
1.609 |
.206 |
|
Girl Child |
42 |
3.52 |
1.811 |
.279 |
|
|
Var0004 My child selects a toy on the
basis of their favourite cartoon characters like doraemon, shinchan, frozen
etc. |
Boy Child |
61 |
3.87 |
1.477 |
.189 |
|
Girl Child |
42 |
3.48 |
1.756 |
.271 |
|
|
Var0005 My child is influenced by toy
advertisement to select a toy. |
Boy Child |
61 |
3.25 |
1.813 |
.232 |
|
Girl Child |
42 |
3.64 |
1.650 |
.255 |
|
|
Var0006 My child is influenced by the
peer groups in selection of a toy. |
Boy child |
61 |
3.98 |
1.372 |
.176 |
|
Girl Child |
42 |
4.43 |
.941 |
.145 |
|
|
Var0007 My child selects those toys
that he/she finds replicas of gadgets carried by parents, brother or sister
such as laptop, ATM etc in toy form |
Boy Child |
61 |
3.38 |
1.665 |
.213 |
|
Girl Child |
42 |
3.29 |
1.672 |
.258 |
|
|
Var0008 My child selects a toy on the
basis of brands. |
Boy Child |
60 |
3.32 |
1.722 |
.222 |
|
Girl Child |
42 |
3.60 |
1.624 |
.251 |
|
|
Var0009 My child selects a toy on the
basis of their size like big or small. |
Boy Child |
61 |
3.54 |
1.709 |
.219 |
|
Girl Child |
42 |
3.17 |
1.666 |
.257 |
|
|
Var0010 My child selects a toy on the
basis of technology such as Sensors toys etc. |
Boy Child |
61 |
4.10 |
1.313 |
.168 |
|
Girl Child |
42 |
3.88 |
1.365 |
.211 |
|
In
table-1, an independent-samples t-test was conducted to compare different
hypotheses with the gender of a child in the selection of toys.
In
above, the N represents a number of
individuals in the group or the group sample size. The Mean represents the average for each group. The sample “Standard Deviation is the square root
of the sample variance” (Retrieved from Chapter 207, NCSS.com). The “Standard Error Mean is the estimated
standard deviation for the distribution of sample means for an infinite
population. It is the sample standard deviation divided by the square root of
sample size, n”.
There
are eight variables in this table and each variable consists of bifurcation of
gender, number of individuals, means, standard deviation and their standard
error mean
|
|
Levene’s Test for equality of
variances |
t-test for equality of means |
||||
|
Sig. |
t-value |
Sig.(2-tailed) |
95% confidence interval of
difference |
|||
|
Lower |
Upper |
|||||
|
My child selects a
toy on the basis of colors. |
Equal variance assumed. Equal Variance not assumed. |
.080 |
-.05 -.04 |
.963 .964 |
-.69 -.71 |
.66 .68 |
|
My child selects a toy on the
basis of their favorite cartoon characters. |
Equal variance assumed Equal Variance not assumed. |
.017 |
1.23 1.19 |
.223 .238 |
-.24 -.27 |
1.03 1.05 |
|
My child is influenced by toy
advertisement to select a toy |
Equal variance assumed Equal Variance not
assumed |
.095 |
-1.13 -1.15 |
.260 2.52 |
-1.09 -1.08 |
.30 .29 |
|
My child is influenced by the
peer groups in selection of a toy. |
Equal variance assumed Equal Variance not
assumed |
.011 |
-1.83 -.195 |
.071 .054 |
-.93 -.90 |
.04 .01 |
|
My child selects those toys
that he/she finds replicas of gadgets. |
Equal variance assumed Equal Variance not
assumed |
.812 |
.27 .27 |
.785 .786 |
-.57 -.57 |
.75 .76 |
|
My child selects a toy on the
basis of brands. |
Equal variance assumed Equal Variance not
assumed |
.210 |
.82 .83 |
.413 .408 |
-.95 -94 |
.39 .39 |
|
My child selects a toy on the
basis of their sizes. |
Equal variance assumed Equal Variance not
assumed |
.495 |
1.10 1.11 |
.272 .270 |
-.30 -.30 |
1.05 1.05 |
|
My child selects a toy on the
basis of technology. |
Equal variance assumed Equal Variance not
assumed |
.731 |
.81 .81 |
.418 .422 |
-.31 -.32 |
.75 .75 |
In the above i.e.Table-2, the Levene’s test is
applied, which is an “inferential statistic used to assess the equality of
variances for a variable calculated for two or more groups”. (Howard
Levene,1960). As, in this test, if the significance value is greater than 0.05,
then Levene’s test is non-significant so Equal variances are assumed and
vice-a-versa.
In the table-2,
·
Firstly checking
the Levene's test in the first hypothesis, the Significance value is 0.08, Sig.
> 0.05 so equal variance is assumed.
Now checking the sig. value for 2-tailed in as
follow, Sig(2-tailed) value > 0.05 so it is stated that there is no significant difference between
selection of color and gender of a child.
·
In the second
hypothesis, checking the Levene's test, the significance value is 0.017 which
is less than 0.05 so, Sig. < 0.05 so Equal Variance not assumed.
Now checking the sig. value for 2-tailed in as
follow, Sig (2-tailed) value > 0.05 so it is stated that there is significant difference between
selection of favorite cartoon and gender of the child.
·
In the third
hypothesis checking Levene's test, the Significance value is 0.95 which is
greater than 0.05, so the equal variance is assumed.
Now checking the sig. value for 2-tailed in as
follow, Sig(2-tailed) value > 0.05 so it is stated that there is no significant difference between
advertisement and gender of the child.
·
In the fourth
hypothesis, checking the Levene's test, thesignificance value is.011 which is
less than the 0.05 so Equal Variance not assumed.
Now checking the sig. value for 2-tailed in as
follow, Sig(2-tailed) value > 0.05 so it is stated that there is no significant difference between peer
groups and gender of a child.
·
In the fifth
hypothesis, checking the Levene's test, the Significance value is 0.812 so,
Sig. > 0.05 so equal variance is assumed.
Now checking the sig. value for 2-tailed in as
follow, Sig(2-tailed) value > 0.05 so it is stated that there is no significant difference between the
selection of replicas of gadgets and gender of a child.
·
In the sixth
hypothesis, checking the Levene’s test, the significance value is 0.210 so,
Sig. > 0.05 so equal variance are assumed.
Now checking the sig. value for 2-tailed in as
follow, Sig(2-tailed) value >0.05 so it is stated that there is no significant difference between the selection of brand and gender of a child.
·
In the seventh
hypothesis, checking the Levene’s test, the significance value is 0.495 so,
Sig. > 0.05 so equal variance are assumed.
Now checking the sig. value for 2-tailed in as
follow, Sig(2-tailed) value > 0.05 so it is stated that there is no significant difference between the selection
of size and gender of a child.
·
In the last
hypothesis, checking the Levene’s test, the significance value is 0.731 so,
Sig. > 0.05 so equal variance are assumed.
Now checking the sig. value for 2-tailed in as
follow, Sig(2-tailed) value > 0.05 so it is stated that There is no significant difference between the selection
of size and gender of a child there is no significant difference between
selection of technology and gender of child.
|
Test of Homogeneity of Variances |
|||||
|
|
Levene
Statistic |
df1 |
df2 |
Sig. |
|
|
Var0003 My child selects a toy
on the basis of colors like blue, pink etc. |
Based on Mean |
34.906 |
2 |
100 |
.000 |
|
Based on Median |
4.747 |
2 |
100 |
.011 |
|
|
Based on Median and with
adjusted df |
4.747 |
2 |
57.896 |
.012 |
|
|
Based on trimmed mean |
30.664 |
2 |
100 |
.000 |
|
|
Var0004 My child selects a toy
on the basis of their favourite cartoon characters like doraemon, shinchan,
frozen etc. |
Based on Mean |
50.217 |
2 |
100 |
.000 |
|
Based on Median |
7.947 |
2 |
100 |
.001 |
|
|
Based on Median and with
adjusted df |
7.947 |
2 |
65.228 |
.001 |
|
|
Based on trimmed mean |
46.248 |
2 |
100 |
.000 |
|
|
Var0005 My child is influenced
by toy advertisement to select a toy. |
Based on Mean |
19.109 |
2 |
100 |
.000 |
|
Based on Median |
7.055 |
2 |
100 |
.001 |
|
|
Based on Median and with
adjusted df |
7.055 |
2 |
81.134 |
.001 |
|
|
Based on trimmed mean |
18.743 |
2 |
100 |
.000 |
|
|
Var0006 My child is influenced
by the peer groups in selection of a toy. |
Based on Mean |
11.624 |
2 |
100 |
.000 |
|
Based on Median |
6.449 |
2 |
100 |
.002 |
|
|
Based on Median and with
adjusted df |
6.449 |
2 |
70.892 |
.003 |
|
|
Based on trimmed mean |
10.231 |
2 |
100 |
.000 |
|
|
Var0007 My child selects those
toys that he/she finds replicas of gadgets carried by parents, brother or
sister such as laptop, ATM etc in toy form |
Based on Mean |
5.788 |
2 |
100 |
.004 |
|
Based on Median |
3.361 |
2 |
100 |
.039 |
|
|
Based on Median and with
adjusted df |
3.361 |
2 |
94.364 |
.039 |
|
|
Based on trimmed mean |
5.850 |
2 |
100 |
.004 |
|
|
Var0008 My child selects a toy
on the basis of brands. |
Based on Mean |
5.772 |
2 |
99 |
.004 |
|
Based on Median |
5.542 |
2 |
99 |
.005 |
|
|
Based on Median and with
adjusted df |
5.542 |
2 |
93.319 |
.005 |
|
|
Based on trimmed mean |
6.437 |
2 |
99 |
.002 |
|
|
Var0009 My child selects a toy
on the basis of their size like big or small. |
Based on Mean |
6.181 |
2 |
100 |
.003 |
|
Based on Median |
2.270 |
2 |
100 |
.109 |
|
|
Based on Median and with
adjusted df |
2.270 |
2 |
95.367 |
.109 |
|
|
Based on trimmed mean |
5.860 |
2 |
100 |
.004 |
|
|
Var0010 My child selects a toy
on the basis of technology such as Sensors toys etc. |
Based on Mean |
5.548 |
2 |
100 |
.005 |
|
Based on Median |
3.711 |
2 |
100 |
.028 |
|
|
Based on Median and with
adjusted df |
3.711 |
2 |
96.632 |
.028 |
|
|
Based on trimmed mean |
5.680 |
2 |
100 |
.005 |
|
Based on the output in the test of homogeneity of
variance table above it is stated that, In all variables, p < 0.05 in which
the null hypothesis is rejected which violates the homogeneity of variance
assumption needed for an Analysis of Variance (ANOVA).
So ANOVA test failed and therefore the Brown-Forsythe is applied.
TABLE-4: BROWN – FORSYTHE TEST
|
Robust Tests of Equality of Means |
|||||
|
|
Statistica |
df1 |
df2 |
Sig. |
|
|
Var0003 My child selects a toy on the
basis of colors like blue, pink etc. |
Brown-Forsythe |
38.015 |
2 |
76.807 |
.000 |
|
Var0004 My child selects a toy on the
basis of their favorite cartoon characters like doraemon, shinchan, frozen
etc. |
Brown-Forsythe |
32.846 |
2 |
76.583 |
.000 |
|
Var0005 My child is influenced by toy
advertisement to select a toy. |
Brown-Forsythe |
21.972 |
2 |
71.056 |
.000 |
|
Var0006 My child is influenced by the
peer groups in selection of a toy. |
Brown-Forsythe |
4.478 |
2 |
70.097 |
.015 |
|
Var0007 My child selects those toys
that he/she finds replicas of gadgets carried by parents, brother or sister
such as laptop, ATM etc. in toy form |
Brown-Forsythe |
9.395 |
2 |
89.430 |
.000 |
|
Var0008 My child selects a toy on the
basis of brands. |
Brown-Forsythe |
14.697 |
2 |
79.165 |
.000 |
|
Var0009 My child selects a toy on the
basis of their size like big or small. |
Brown-Forsythe |
9.295 |
2 |
95.673 |
.000 |
|
Var0010 My child selects a toy on the
basis of technology such as Sensors toys etc. |
Brown-Forsythe |
4.761 |
2 |
85.618 |
.011 |
|
a.
Asymptotically F
distributed. |
|||||
The
interpretation of the table-4 is as follows:
·
In the first
hypothesis, the significance value is 0.000 which is less than 0.05 so the null
hypothesis is rejected and concluded that there is a significant difference between the selection of color and different age groups.
·
In the Second
hypothesis, the significance value is 0.000 which is less than 0.05 so the null
hypothesis is rejected and concluded that there is a significant difference between the selection of favorite
cartoon characters and different age groups.
·
In the first
hypothesis, the significance value is 0.000 which is less than 0.05 so the null
hypothesis is rejected and concluded that there is a significant difference between advertisements and different
age groups.
·
In the fourth
hypothesis, the significance value is 0.015 which is less than 0.05 so the null
hypothesis is rejected and concluded that there is a significant difference between peer groups and different age
groups.
·
In the fifth
hypothesis, the significance value is 0.000 which is less than 0.05 so the null
hypothesis is rejected and concluded that there is a significant difference between the selection of replicas of
gadgets and different age groups.
·
In the sixth
hypothesis, the significance value is 0.000 which is less than 0.05 so the null
hypothesis is rejected and concluded that there is a significant difference between the selection of brand and
different age groups.
·
In the seventh
hypothesis, the significance value is 0.000 which is less than 0.05 so the null
hypothesis is rejected and concluded that there is a significant difference between the selection of size and
different age groups.
·
In the last
hypothesis, the significance value is 0.011 which is less than 0.05 so the null
hypothesis is rejected and concluded that there is a significant difference between the selection of size and different
age groups.
SECTION-5:
CONCLUSION:
In
this study, the various factors adopted by children are gathered after studying
previous studies. From these studies, the gap arises that the factors adopted
by children do not coordinate with parent’s purchasing decision and this gap
can be reduced by collecting responses from the parents and based on the above
responses t-test was adopted to check how these factors affect the demographics of children like age group,
gender, etc. It has been concluded that the selection decision of toys by
children concerning gender are homogenous as there is no difference on the selection
of toys based on factors like colors, advertisements, brands, sizes,
technologies, replicas of toys but concerning the selection of toy based on
their favorite cartoons character, there is a significant difference as a boy
child will select based on his favorite cartoon character like hulk, spiderman,
etc. and a girl child will select a toy based on her preference like Barbie,
frozen, etc. and there is also a significant difference between the selection
of toys based on different factors for different age group of children.
SECTION-6:
FUTURE SCOPE:
In
this research work, some factors are identified which will help an organization
to design customized strategies for children and valuable conclusion on these
factors are being evaluated and reported. These factors can be further
validated for independent t-test for testing the selection decision of toys by
children concerning gender and age. This paper is very useful in further
studies as it provides information about factors which are needed by an
organization for enhancing its growth. Also it gives insights about reasons for
managing a good reputation in the eyes of its prospective customers i.e.
children.
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