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

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.