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

Author: Chen Xiaopeng   Au Wai Man   Li Kejing  

Publisher: Emerald Group Publishing Ltd

ISSN: 1361-2026

Source: Journal of Fashion Marketing and Management, Vol.8, Iss.2, 2004-02, pp. : 154-165

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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.