Perception Differences And Purchase Intention Of University Students In Sichuan Province To Clothing From Different Country Of Origin

The purpose of this study was to analyze the difference in perceptions and purchase intention of consumers in Sichuan towards locally-produced and imported apparel.The objectives of the Study were: to establish the perception that University students in Sichuan Province consider in selecting clothes;to determine the perception of University students in Sichuan province towards imported clothes,and to establish the factors that influence perception,and preference of these people towards imported clothes.The study adopted a purpose and convenience sampling method in the gathering of primary data.Questionnaires were used to collect the primary data.A total of 310 respondents were selected from a total of 2000 students from 9 universities in the province.The collected data was analyzed using IBM SPSS 20.The findings from the study concluded that there is no significant difference in the perception of university students in Sichuan towards locally-produced and imported apparel.Consumers had an overall more positive attitude towards foreign apparel over Chinese made apparel with regard to durability,quality,attractiveness,brand name,and choice of styles.However,there was no significant difference found in consumer perception with regards to gender,age,and income level as well as purchase frequency.University students preferred apparel originating in countries that are perceived to be more advanced.Furthermore,demographic variables did not show effects on consumer ethnocentrism.From the study,the following recommendations were made: quality and durability of apparel should be improved to satisfy local demand and preferences,and domestic marketing managers need to take advantage of prevalent ethnocentric tendencies by promoting the native image.