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/lp/emerald-publishing/chinese-consumer-market-segments-for-foreign-apparel-products-nfpex8vAma
- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
- ISSN
- 0736-3761
- DOI
- 10.1108/07363760410549131
- Publisher site
- See Article on Publisher Site
Abstract
A consumer survey of a probability sample of 1,628 married adult consumers residing in Beijing, Guangzhou, and Shanghai, China was used obtain basic knowledge on market segments of Chinese consumers with the potential to buy foreign apparel. The paper used conjoint analysis to identify the product attributes salient to consumers' apparel purchase intentions. With cluster, multiple regression, and other statistical analyses, six market segments prioritizing similar product attributes were identified and profiled. The six market segments were then described by their demographic and geographic characteristics, apparel expenditures, and perceptions of US‐made pants. Suggestions are provided for apparel marketers wishing to pursue two especially promising market segments with the potential to buy US‐made and US brand apparel.
Journal
Journal of Consumer Marketing – Emerald Publishing
Published: Aug 1, 2004
Keywords: China; Market segmentation; Clothing
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