Market size estimation and consumer attitude analysis; Blowplast Ltd.

Abstract

The toy industry in India is rapidly changing into a more sophisticated industry, and at the same time growing at a fast rate. A large part of the toy market is still accounted for by unbranded toy sales. This research aimed at determining the Market size for Pre School toys in North India, as well as determine consumer attitudes to these toys. Information was collected regarding market size from large North based manufacturers and experts in the industry. Consumer attitudes were determined by means of a survey collecting quantitative and qualitative data from a sample of retailers and consumers, which aimed at determining significant attributes of Pre School toys and their relative importance. Questionnaires were designed both for consumers and retailers and administered to a sample of fifty consumers and one hundred and twenty-five retailers.