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 of Fashion Marketing and Management – Emerald Publishing
Published: Mar 1, 2002
Keywords: Product attributes; Consumer; China
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