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

Xiaopeng Chen (Zhongyuan Institute of Technology, Zhengzhou, People's Republic of China)
Wai Man Au (The Hong Kong Polytechnic University, Kowloon, Hong Kong)
Kejing Li (Zhongyuan Institute of Technology, Zhengzhou, People's Republic of China)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 1 June 2004

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

Citation

Chen, X., Man Au, W. and Li, K. (2004), "Consumption of children's wear in a big city in Central China: Zhengzhou", Journal of Fashion Marketing and Management, Vol. 8 No. 2, pp. 154-165. https://doi.org/10.1108/13612020410537852

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited