Synopsis/Abstract:
Understanding of consumers' psychological traits is the basis for scientific development of marketing strategies. The suitability of marketing strategies for small and medium toy industry represents one of the vital factors in enhancing its competitiveness.
This research will focus on small and medium toy industry, by making on-site visits and studies, as well as face-to-face interviews through questionaires. The data obtained from the research on consumers psychology will then be studied and analyzed. Its findings will become the basis for making suggestions to improve the marketing strategies of the toy industry, with a view to achieve a more comprehensive development.