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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

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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 ManagementEmerald Publishing

Published: May 9, 2008

Keywords: Clothing; Consumer behaviour; Product attributes; China

References