Thesis

Topics: China, Consumer behaviour, Chinese clothing Pages: 42 (14390 words) Published: July 31, 2013
Consumer Buying Behavior in Chinese Clothing Market

Case Bestseller Fashion Group China Ltd

Guodong Yang

Bachelor’s thesis June 2011 Degree Programme in International Business Tampereen ammattikorkeakoulu Tampere University of Applied Sciences

2 ABSTRACT Tampere University of Applied Sciences Degree Programme in International Business Guodong Yang: Consumer Buying Behavior in Chinese Clothing Market Case Bestseller Fashion Group China Ltd Bachelor’s thesis 55 pages, appendixes 4 pages June 2011

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.

Key words: Consumer buying behavior, market research, clothing.

3 CONTENT 

1. INTRODUCTION......................................................................................................... 5  2. OVERVIEW OF CHINESE CLOTHING MARKET .................................................. 7  2.1 Production ............................................................................................................... 7  2.2 Consumer market .................................................................................................... 7  2.2.1 The international market .......................................................................... 7  2.2.2 Domestic market: ..................................................................................... 8  2.3 Design ..................................................................................................................... 8  2.4 Brand ....................................................................................................................... 9  2.4.1 Domestic brands ....................................................................................... 9  2.4.2 International Brands ............................................................................... 10  2.5 Future prospect ...................................................................................................... 10  3. INTRODUCTION OF THE COMPANY BESTSELLER...

References: Jobber, D. 2001. Principles & Practice of Marketing. UK: Andy Goss. Kassarjan,H.H. 1971. Personality and Consumer Behavior economic: A Review, Journal of Marketing Research, November, 409-18. Li, M. 2010. Report of Chinese Clothing Industry Annual Report 2009. Beijing: Guo Lin. Zhang, H. 2010. Outlook to The Future of Chinese Clothing Market. Wuhan: Na Lian. Yang, H. 2009. Comprehensive Study of Chinese Consumer Buying Behavior Regarding Clothes Buying. Beijing: Yuan Quan. Tang, M. 2009. New Concept of Fashion Design in China. Dalian: Yao LIBO. Blackwell, Miniard and Engel ,1993. op. cit., 34. Mitchell, A. 2000. Brands Must Become Total Solution Providers, Marketing Week, 27 April, 38-9. Bestseller Fashion Group China Ltd. Read 10.3.2011 from http://www.bestseller.com.cn/index.htm. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley Zhang, L. Member of Chinese commercial and trade department. 2010. Interview 2.12. 2010. Interviewer Yang, GD. City of FuShun. Wu, P. Member of Chinese commercial and trade department. 2010. Interview 3.12. 2010. Interviewer Yang, G.D. City of ShenYang. Cheng, Y. Member of Chinese commercial and trade department. 2010. Interview 3.12. 2010. Interviewer Yang, G.D. City of ShenYang. www.bestseller.com Read 19.3.2011
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