Consumer buying behavior in Chinese clothing market : Case Bestseller Fashion Group China Ltd
Yang, Guodong (2011)
Tampereen ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011061011789
https://urn.fi/URN:NBN:fi:amk-2011061011789
Tiivistelmä
The background of the thesis dates back to the year of 2010, when I was contacted by a Chinese fashion shop ShunTong Fashion Factory. To survive from the increasing competition, the shop was considering expanding product range by adding Bestseller on the list. Duo to that reason, the thesis was carried out for Shuntong Fashion factory to conduct a market research concerning Chinese consumer buying behavior regarding clothes buying and opinions on Bestseller products were also needed.
The purpose of the project was (1) to understand the development of Chinese clothing market from different aspects. (2) To define and analyze the general consumer buying behavior of young people in China regarding clothes buying. (3) To find out strength and weakness of Bestseller products in China through market research. (4) Future suggestions were required based on the results of the research.
The theoretical framework included three key dimensions of consumer buying behavior and three factors which could affect these dimensions. Meanwhile, three types of buying situations had also been studied during the completion of the thesis.
As for research methods, primary data was collected mainly through questionnaire feedback and in-depth consultation with experts who worked in fashion-related field; Secondary data was acquired through the study of reports from previous researchers; also books and reports had been very important for the final work.
The key findings were Chinese clothing market had been developing very fast in different aspects. As for Chinese consumer buying behavior regarding clothes, it went like basic demand consumption -> fashion consumption -> personality consumption.
According to the questionnaire, superior designing, unique brand culture together with good quality claimed Bestseller’s leading position in China. To continue its strong performance, repositioning current price level and increasing sales channel have been advised; meanwhile the importance of franchised store have also been emphasized.
The purpose of the project was (1) to understand the development of Chinese clothing market from different aspects. (2) To define and analyze the general consumer buying behavior of young people in China regarding clothes buying. (3) To find out strength and weakness of Bestseller products in China through market research. (4) Future suggestions were required based on the results of the research.
The theoretical framework included three key dimensions of consumer buying behavior and three factors which could affect these dimensions. Meanwhile, three types of buying situations had also been studied during the completion of the thesis.
As for research methods, primary data was collected mainly through questionnaire feedback and in-depth consultation with experts who worked in fashion-related field; Secondary data was acquired through the study of reports from previous researchers; also books and reports had been very important for the final work.
The key findings were Chinese clothing market had been developing very fast in different aspects. As for Chinese consumer buying behavior regarding clothes, it went like basic demand consumption -> fashion consumption -> personality consumption.
According to the questionnaire, superior designing, unique brand culture together with good quality claimed Bestseller’s leading position in China. To continue its strong performance, repositioning current price level and increasing sales channel have been advised; meanwhile the importance of franchised store have also been emphasized.