Factors Affecting the Buying Decision of Children's Constructors in Russia

Growing competition and the development of information technologies in the conditions of high rates of globalization of markets force organizations to purposefully study consumer behavior in the process of making a purchase decision. The market for children's toys is full of various domestic and foreign goods, where it is difficult for the consumer to make an informed choice. However, according to statistics, Russian parents do not save on children's products. Even in times of crisis, the budget for the purchase of high-quality toys for children is not reduced in articles of family expenses, since the costs of developing a child are priorities in comparison with other expenses. Consequently, the market for children's toys in Russia is very promising, but only in the case of persuasive communication with parents and their children at all stages of the process of making a purchase decision. This study will allow companies-manufacturers and retailers in the market of children's toys to develop an effective marketing strategy for managing the decision-making process of purchasing for Russian companies of children's toys.