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Consumption of children's wear in a big city in Central China: Zhengzhou

Consumption of children's wear in a big city in Central China: Zhengzhou The paper examines the purchase behaviour (performed by adults) in relation to children's wear in the 0‐14 age group. The importance of product attributes of children's wear was investigated. Data were gathered from both interviews and a questionnaire survey conducted in Zhengzhou, a large city in central China. Two attributes, quality and style, were identified as the most important attributes for children's wear consumers. It was also found that branding had a limited impact on the choice of children's wear. The marketing implication of the results are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

Consumption of children's wear in a big city in Central China: Zhengzhou

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1361-2026
DOI
10.1108/13612020410537852
Publisher site
See Article on Publisher Site

Abstract

The paper examines the purchase behaviour (performed by adults) in relation to children's wear in the 0‐14 age group. The importance of product attributes of children's wear was investigated. Data were gathered from both interviews and a questionnaire survey conducted in Zhengzhou, a large city in central China. Two attributes, quality and style, were identified as the most important attributes for children's wear consumers. It was also found that branding had a limited impact on the choice of children's wear. The marketing implication of the results are discussed.

Journal

Journal of Fashion Marketing and ManagementEmerald Publishing

Published: Jun 1, 2004

Keywords: Children (age groups); Clothing; Consumer behaviour; China; Purchasing; Brands

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