A study of the pyjamas purchasing behaviour of Chinese consumers in Hangzhou, China

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Purpose ‐ This study aims to explore and understand consumers' perceptions and behaviour towards pyjamas in the People's Republic of China (China). Design/methodology/approach ‐ A quantitative analysis and comparative methods were used for this study. From a large body of literature, seven product attributes were identified and used to measure and evaluate what constitutes consumers' purchasing decision for pyjamas. A total of 203 usable surveys were compiled, analyzed and collated. Findings ‐ This study shows evidence that consumers are more conscious of the functional values of a low-involvement product than the symbolic values. The results of this survey indicate that comfort, fabric and quality are significant attributes, whereas country-of-origin and brand are relatively insignificant determinants for purchasing a pair of pyjamas. Research limitations/implications ‐ Limitations of this study include the use of a convenience sample of female college students and confinement to a specific product ‐ pyjamas. The results of this study are useful for fashion designers and marketers to understand Chinese consumers' perceptions of pyjamas. Originality/value ‐ This study is one of the few consumer research studies on a low-involvement and privately consumed apparel product ‐ pyjamas. The findings of this study provide insight and implications for fashion practitioners to develop their product and business in China.

Keywords: China; Clothing; Consumer behaviour; Product attributes

Document Type: Research Article

DOI: http://dx.doi.org/10.1108/13612020810874890

Publication date: May 9, 2008

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