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

Osmud Rahman (School of Fashion, Ryerson University, Toronto, Canada)
Xiuli Zhu (School of Fashion, Zhejiang Sci‐Tech University, Zhejiang, China)
Wing‐sun Liu (Institute of Textiles & Clothing, Hong Kong Polytechnic University, Hong Kong, China)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 9 May 2008




This study aims to explore and understand consumers' perceptions and behaviour towards pyjamas in the People's Republic of China (China).


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.


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.


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.



Rahman, O., Zhu, X. and Liu, W. (2008), "A study of the pyjamas purchasing behaviour of Chinese consumers in Hangzhou, China", Journal of Fashion Marketing and Management, Vol. 12 No. 2, pp. 217-231.



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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