Vina Manjeshwar GouliWalusha Nysa MenezesBrenson Velencio GonsalvesFelida Clima RodriguesLeticia Vaz2026-05-092026-05-092026http://rcca.ndl.gov.in/handle/123456789/609This study aimed to examine the factors influencing parents’ toy purchasing decisions, the impact of demographic characteristics on these choices, and the challenges faced while buying toys. Since toys play a vital role in children’s growth and learning, understanding parents’ priorities and concerns is important. Primary data was collected through a structured questionnaire administered to parents. The data were analyzed using statistical tools such as mean score ranking, chi-square tests, and Pareto analysis. The findings reveal that parents prioritize toys that promote learning, creativity, and skill development, followed by safety and affordability. Age and occupation were found to have a stronger influence on purchasing decisions, while gender, income, and education had relatively less impact. Common challenges included misleading advertisements, poor product quality, and platform or seller issues. Overall, parents view toys as developmental tools and prefer safe, educational, and reliable options.enOther