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Title: A study of the pyjamas purchasing behaviour of Chinese consumers in Hangzhou, China
Authors: Rahman, O
Zhu, X
Liu, WS 
Keywords: China
Consumer behaviour
Product attributes
Issue Date: 2008
Publisher: Emerald Group Publishing Limited
Source: Journal of fashion marketing and management, 2008, v. 12, no. 2, p. 217-231 How to cite?
Journal: Journal of fashion marketing and management 
Abstract: 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.
ISSN: 1361-2026
DOI: 10.1108/13612020810874890
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