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China's consumer market: Shanghai consumers' attitudes toward foreign-brand and Chinese-brand apparel.

机译:中国的消费市场:上海消费者对外国品牌和中国品牌服装的态度。

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摘要

Doing business with China is a great challenge for foreigners. In particular, to successfully compete in China, companies must make an effort to understand that differences exist in everything (Zhao, 1991). Unfortunately, the research into what Chinese consumers want from and how they feel about foreign-brand apparel, and the data examining Chinese perceptions of foreign-brand apparel are lacking. The purpose of this exploratory research was to investigate Chinese consumers' attitudes toward foreign-brand and Chinese-brand apparel in order to help foreign investors, manufacturers, and marketers to understand better the Chinese consumer and China's consumer market.; This research was guided by Fishbein's multiattribute attitude theoretical model. The research instrument was administered to 200 Shanghai, China, male consumers who answered a questionnaire while they viewed three identical men's dress shirts, each with a fictitious country-of-origin label. The consumer sample covered different age, occupation, income, and education levels. Data were statistically analyzed by t-test, correlation coefficient, analysis of variance, and regression methods. Findings indicated that Chinese consumers' attitudes toward foreign-brand apparel were significantly more favorable than those toward Chinese-brand apparel in terms of perceived quality, price, and purchase willingness. The key attitude-affecting factors were: "foreign-brand apparel creates higher self-esteem, has better style and quality than Chinese-brand apparel," which had positive effects; and "foreign-brand apparel is too expensive to buy," which had negative effects. In terms of demographic characteristics, the one that significantly influenced Chinese consumers' attitudes was the monthly household income per person. The other three demographic factors studied in this research. i.e. age, occupation, and education level, did not.; This research should help foreign apparel manufacturers and marketers improve Chinese trade prospects by recognizing Chinese consumers' attitudes and desires toward foreign-brand apparel and the key attitude-affecting factors, and should help increase the likelihood of success of developing, modifying, and marketing apparel products to Chinese consumers.
机译:与中国做生意对外国人来说是一个巨大的挑战。尤其是,要在中国成功竞争,公司必须努力理解差异存在于每个事物中(Zhao,1991)。不幸的是,缺乏关于中国消费者的需求以及他们对外国品牌服装的感觉的研究,以及缺乏检验中国人对外国品牌服装的看法的数据。这项探索性研究的目的是调查中国消费者对外国品牌和中国品牌服装的态度,以帮助外国投资者,制造商和营销商更好地了解中国消费者和中国的消费者市场。这项研究是在菲什宾的多属性态度理论模型的指导下进行的。这项研究工具适用于200位中国上海的男性消费者,他们在调查了三份相同的男式衬衫时均回答了问卷,每件衬衫均带有虚假的原产国标签。消费者样本涵盖了不同的年龄,职业,收入和教育水平。通过t检验,相关系数,方差分析和回归方法对数据进行统计分析。调查结果表明,就质量,价格和购买意愿而言,中国消费者对外国品牌服装的态度明显优于对中国品牌服装的态度。影响态度的关键因素是:“外国品牌服装比中国品牌服装具有更高的自尊心,其款式和质量更好,”产生了积极影响;以及“外国品牌的服装价格太昂贵”,这产生了负面影响。就人口特征而言,影响中国消费者态度的因素之一是人均家庭月收入。本研究中研究了其他三个人口统计学因素。即年龄,职业和文化程度。这项研究应通过认识中国消费者对外国品牌服装的态度和愿望以及影响态度的关键因素,帮助外国服装制造商和销售商改善中国的贸易前景,并应有助于增加成功开发,修改和营销服装的可能性。产品面向中国消费者。

著录项

  • 作者

    Hu, Qiyong.;

  • 作者单位

    University of Missouri - Columbia.;

  • 授予单位 University of Missouri - Columbia.;
  • 学科 Business Administration General.; Business Administration Marketing.; Business Administration Management.
  • 学位 Ph.D.
  • 年度 1994
  • 页码 158 p.
  • 总页数 158
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;贸易经济;贸易经济;
  • 关键词

  • 入库时间 2022-08-17 11:49:45

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