Global Brands Perceptions: The Apparel Industry In China

This study examined the perceptions of Chinese consumers towards global apparel brands. It investigated the preferences of Chinese consumers for foreign brands, their perceptions of intangible attributes of global apparel brands. The study used a survey questionnaire to gather information from Chinese consumers through a mall intercept method of convenience sampling. The sample wasthe consumers exiting retail shopping outlets with half the sampling taking place in one city and the other half taking place in the other city in China. The findings of the study indicated that there was a slight preference for foreign apparel brands among Chinese consumers. The findings also indicated that the foreign apparel brands were perceived as more fashionable and as having a greater degree of quality than domestic brands.