Chapter 13 Consumer Representative



Information and data concerning toys and play can be found in Steenhold (1993,d) and this is also the source for all table references.

The interviews and data from completed questionnaires received from 400 randomly selected Danish families were collected over a two year period and formed the basis for the description (in the form of tables) of segmentation relative to the toys’ positions:

Which children and parents with a specific pattern of working life and family lifestyle select or reject certain types of toys and play certain types of games?

How do certain types of toys reflect certain values or emphasise a certain dimension?

What different types of toys are used, relative to gender and the family’s lifestyle?



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