Casual wear product attributes: A Chinese consumers' perspective

Casual wear product attributes: A Chinese consumers' perspective In this paper, the importance of product attributes of casual wear for Chinese consumers was investigated. Data were gathered from a questionnaire survey conducted in six cities of China. A total of 15 attributes were identified, and it was found that fit, comfort, style, color and workmanship were the most important attributes for Chinese consumers. It was also found that geographic and demographic factors had impacts on the importance of these attributes. These 15 attributes could be grouped into four factors, which may indicate a simplified process in information processing on the attributes by Chinese consumers. Marketing implication of the results was also discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

Casual wear product attributes: A Chinese consumers' perspective

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
1361-2026
DOI
10.1108/13612020210422464
Publisher site
See Article on Publisher Site

Abstract

In this paper, the importance of product attributes of casual wear for Chinese consumers was investigated. Data were gathered from a questionnaire survey conducted in six cities of China. A total of 15 attributes were identified, and it was found that fit, comfort, style, color and workmanship were the most important attributes for Chinese consumers. It was also found that geographic and demographic factors had impacts on the importance of these attributes. These 15 attributes could be grouped into four factors, which may indicate a simplified process in information processing on the attributes by Chinese consumers. Marketing implication of the results was also discussed.

Journal

Journal of Fashion Marketing and ManagementEmerald Publishing

Published: Mar 1, 2002

Keywords: Product attributes; Consumer; China

References

  • Regional market segments of China: opportunities and barriers in a big emerging market
    Geng, C. ; Qiming, L.

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