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

$58.76 plus tax (Refund Policy)

Buy Article:

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.

Keywords: Brands; Children (Age Groups); China; Clothing; Consumer Behaviour; Purchasing

Document Type: Research Article

DOI: http://dx.doi.org/10.1108/13612020410537852

Publication date: February 1, 2004

Related content

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more