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

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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: https://doi.org/10.1108/13612020410537852

Publication date: 2004-02-01

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