Exploring the China apparel market: Analysis of consumers' evaluative criteria, perceptions, and apparel expenditures by demographic variables

This research examines the effects of demographic variables in consumers' evaluative criteria, perceptions, and apparel expenditures in China. A partial model by Engel, Blackwell, and Miniard (EBM) was used as the framework to examine the effects of demographics on evaluative criteria used for men's shirt purchases. Additionally, the consumer demand theory was adapted for the analysis of apparel expenditures. Secondary data from a total of 200 questionnaires from male consumers (age 18-65) living in Shanghai, China, were used for the analyses.; Pearson Correlation Coefficients among the 14 evaluative criteria were analyzed. Factor analysis was then performed to categorize the related criteria. ANOVA or t-tests were performed to reveal any significant differences of evaluative criteria among the consumer groups. The mean value of perceived quality, perceived price, and willingness to buy under each consumer group was obtained from the SAS program. ANOVA or t-tests were performed to compare the consumer groups in terms of their perceptions.; The research found that the importance of consumers' evaluative criteria used and perceptions for men's shirt purchases differed only in income and age variables. The research also found that only income and age affect apparel expenditures. By using two regression models: (1) the double-logarithmic model, 38% of the variation in total apparel expenditures was explained; (2) the double-logarithmic model with a scaling variable, 79% of the variation was explained. Thus, this study suggests that the double-logarithmic model with a scaling variable is a better choice for Chinese apparel expenditures.