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Chinese consumer market segments for foreign apparel products

Marsha A. Dickson (Associate Professor, Kansas State University, Manhattan, Kansas, USA)
Sharron J. Lennon (Professor at The Ohio State University, Columbus, Ohio, USA)
Catherine P. Montalto (Associate Professor, at The Ohio State University, Columbus, Ohio, USA)
Dong Shen (Assistant Professor, California State University at Sacramento, Sacramento, California, USA)
Li Zhang (Associate Professor, Peking University, Beijing, China)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 August 2004



A consumer survey of a probability sample of 1,628 married adult consumers residing in Beijing, Guangzhou, and Shanghai, China was used obtain basic knowledge on market segments of Chinese consumers with the potential to buy foreign apparel. The paper used conjoint analysis to identify the product attributes salient to consumers' apparel purchase intentions. With cluster, multiple regression, and other statistical analyses, six market segments prioritizing similar product attributes were identified and profiled. The six market segments were then described by their demographic and geographic characteristics, apparel expenditures, and perceptions of US‐made pants. Suggestions are provided for apparel marketers wishing to pursue two especially promising market segments with the potential to buy US‐made and US brand apparel.



Dickson, M.A., Lennon, S.J., Montalto, C.P., Shen, D. and Zhang, L. (2004), "Chinese consumer market segments for foreign apparel products", Journal of Consumer Marketing, Vol. 21 No. 5, pp. 301-317.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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