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Title: How China buys casual wear
Authors: Kwan, CY
Yeung, KW
Au, KF
Issue Date: 2003
Source: Textile Asia, 2003, v. 34, no. 4, p. 50-55
Abstract: A general introduction to Chinese consumer buying behaviour covers the country's rapid economic growth and improvement in living standards since the late 1970s. Young people between 20 and 40 purchased over 50% of Chinese casual wear, and foreign brands began to appear in the early 1990s. A recent consumer questionnaire survey of 300 university students aged 18-30 was conducted in Beijing, Shanghai and Guangzhou. The methodology was explained and 300 questionnaires distributed and returned within three weeks in 2001. Seven factors were investigated on general buying behaviour: fashion information sources, quarterly expenditure on casual wear, favoured purchasing locations, opinions affecting the purchase decision, important factors affecting purchase decisions, important criteria for selecting retailing outlets and brand preference. The main outcomes are summarised. Hong Kong branded casual wear was the most popular, beating international and domestic branded clothing. The main recommendations to foreign casual wear retailers were to focus on TV and fashion magazine advertising, adopt styles preferred in Asia and introduce a DIY concept in casual wear retailing. There is a concluding summary.
Publisher: Business Press Ltd
Journal: Textile Asia 
ISSN: 0049-3554
Appears in Collections:Journal/Magazine Article

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