Research on attention degree of children's toys based on the consumer endowments

Surveys were conducted in the aspects of consumer's attention to the basic information and the purchase channels on children's toys. The association between the age, education level, occupation of the respondents and their attention to the children's toys and the purchase channels were analyzed, which was tested by using the goodness of fit and the association coefficients. The results showed that the consumers pay special attention to the material quality and the applicable age range of children's toys, reaching 84.79% and 80.18% respectively. The purchase channels mainly fall into the large-scale malls/shops, online shopping and specialty stores, reaching 87.56%, 79.95%, and 76.04% respectively; the occupation, education level, and age had no significant relations with regard to the attention points and the purchase channels.