Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

A study of the pyjamas purchasing behaviour of Chinese consumers in Hangzhou, China

A study of the pyjamas purchasing behaviour of Chinese consumers in Hangzhou, China Purpose – This study aims to explore and understand consumers' perceptions and behaviour towards pyjamas in the People's Republic of China (China). Design/methodology/approach – A quantitative analysis and comparative methods were used for this study. From a large body of literature, seven product attributes were identified and used to measure and evaluate what constitutes consumers' purchasing decision for pyjamas. A total of 203 usable surveys were compiled, analyzed and collated. Findings – This study shows evidence that consumers are more conscious of the functional values of a low‐involvement product than the symbolic values. The results of this survey indicate that comfort, fabric and quality are significant attributes, whereas country‐of‐origin and brand are relatively insignificant determinants for purchasing a pair of pyjamas. Research limitations/implications – Limitations of this study include the use of a convenience sample of female college students and confinement to a specific product – pyjamas. The results of this study are useful for fashion designers and marketers to understand Chinese consumers' perceptions of pyjamas. Originality/value – This study is one of the few consumer research studies on a low‐involvement and privately consumed apparel product – pyjamas. The findings of this study provide insight and implications for fashion practitioners to develop their product and business in China. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

A study of the pyjamas purchasing behaviour of Chinese consumers in Hangzhou, China

Download PDF
15 pages

Loading next page...
 
/lp/emerald-publishing/a-study-of-the-pyjamas-purchasing-behaviour-of-chinese-consumers-in-jJhzoOJDIT
Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1361-2026
DOI
10.1108/13612020810874890
Publisher site
See Article on Publisher Site

Abstract

Purpose – This study aims to explore and understand consumers' perceptions and behaviour towards pyjamas in the People's Republic of China (China). Design/methodology/approach – A quantitative analysis and comparative methods were used for this study. From a large body of literature, seven product attributes were identified and used to measure and evaluate what constitutes consumers' purchasing decision for pyjamas. A total of 203 usable surveys were compiled, analyzed and collated. Findings – This study shows evidence that consumers are more conscious of the functional values of a low‐involvement product than the symbolic values. The results of this survey indicate that comfort, fabric and quality are significant attributes, whereas country‐of‐origin and brand are relatively insignificant determinants for purchasing a pair of pyjamas. Research limitations/implications – Limitations of this study include the use of a convenience sample of female college students and confinement to a specific product – pyjamas. The results of this study are useful for fashion designers and marketers to understand Chinese consumers' perceptions of pyjamas. Originality/value – This study is one of the few consumer research studies on a low‐involvement and privately consumed apparel product – pyjamas. The findings of this study provide insight and implications for fashion practitioners to develop their product and business in China.

Journal

Journal of Fashion Marketing and Management – Emerald Publishing

Published: May 9, 2008

Keywords: Clothing; Consumer behaviour; Product attributes; China

References

  • Perceptions of countries as producers of consumer goods: a T‐shirt study in China
    Ahmed, S.A.; d'Astous, A.
  • Does country of origin matter for low‐involvement products?
    Ahmed, Z.U.; Johnson, J.P.; Xia, Y.; Chen, K.F.; Teng, H.S.; Lim, C.B.
  • Country‐of‐origin effects on Chinese wine consumers
    Balestrini, P.; Gamble, P.
  • Fashion as Communication
    Barnard, M.
  • The Consumer Society: Myths & Structures
    Baudrillard, J.
  • Possessions and the extended self
    Belk, R.
  • The Structures of Everyday Life: Civilization and Capitalism, 15th‐18th Century
    Braudel, F.
  • Postmodern marketing
    Brown, S.
  • The rise of the Chinese consumer: theory and evidence/billions: selling to the new Chinese consumer
    Carew, P.
  • Consumption of children's wear in a big city in Central China: Zhengzhou
    Chen, X.; Au, W.M.; Li, K.
  • Perception of US branded apparel in Shanghai
    Delong, M.; Bao, M.; Wu, J.; Chao, H.; Li, M.
  • Product drama
    Durgee, J.F.
  • Existential consumption and irrational desire
    Elliott, R.
  • Brands as symbolic resources for the construction of identity
    Elliott, R.; Wattanasuwan, K.
  • Consumer decision‐making styles of young‐adult Chinese
    Fan, J.X.; Xiao, J.J.
  • Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research
    Fishbein, M.; Ajzen, I.
  • To Have or to Be?
    Fromm, E.
  • China's privatization reforms
    Fung, H.G.; Kummer, D.; Shen, J.
  • Chinese consumer behavior: a cultural framework and implications
    Gong, W.
  • The emergence of consumer power in China
    Ho, S.C.
  • Culture's Consequences: International Differences in Work‐related Values
    Hofstede, G.
  • Poststructuralist lifestyle analysis: conceptualizing the social patterning of consumption in postmodernity
    Holt, D.B.
  • Prospects for Hong Kong's Clothing Industry with CEPA – A Survey of Consumers in Eastern & Northern China
    Hong Kong Trade Development Council
  • Prospects for Hong Kong's Clothing Industry with CEPA – A Survey of Consumers in Southern, Central & Western China
    Hong Kong Trade Development Council
  • Clothing evaluative criteria: a cross‐national comparison of Taiwanese and United States consumers
    Hsu, H.J.; Burns, L.D.
  • Consumer involvement profiles: a new practical approach to consumer involvement
    Kapferer, J.N.; Laurent, G.
  • Research: marketing to China
    Kasriel, T.
  • Principles of Marketing
    Kotler, P.; Armstrong, G.
  • Building brands in China
    Lane, K.P.; St‐Maurice, I.; Dyckerhoff, C.S.
  • Market preference in Poland: importance of product‐country of origin
    Lascu, D.N.; Babb, H.W.
  • Culture and Consumption
    McCracken, G.
  • The evolving nature of branding: consumer and managerial considerations
    McEnally, M.; de Chernatony, L.
  • Inside the mind of the Chinese consumer
    McEwen, W.; Fang, X.G.; Zhang, C.P.; Burkholder, R.
  • Culture and the self: implications for cognition, emotion, and motivation
    Markus, H.R.; Kitayama, S.
  • Fast and Stable Economic Growth in the First Half of 2006
    National Bureau of Statistics of China
  • Price as an information cue: effects in product evaluation
    Olson, J.C.
  • Evaluation of brand extensions: the role of product feature similarity and brand concept consistency
    Park, C.W.; Milberg, S.; Lawson, R.
  • Intimate boundaries: a Chinese puzzle
    Pellow, D.
  • Understanding the Chinese consumer
    Penhirin, J.
  • Design innovation and fashion cycles
    Pesendorfer, W.
  • The Dragon's Brood: Conversations with Young Chinese
    Rice, D.
  • A content analysis of Chinese magazine advertisement
    Rice, D.; Lu, Z.
  • A lifestyle analysis of female consumers in greater China
    Tai, H.C.; Tam, L.M.