Work

Underlying correlates of consumers’ attitudes towards Chinese apparel and relationship with purchase intention in South Africa

Year: 2018

Type: article

Abstract: The study examined the influence of South African consumers’ attitudes and purchase intention towards Chinese apparel. A survey of South African consumers who had purchase experience of Chinese apparel was conducted to test the hypothesised relationships. Structural equation modelling results indicated that economic animosity and consumer ethnocentrism are negatively related to attitudes towards Chinese apparel and consumer purchase intention. The study revealed a significant, positive relationship between cosmopolitanism, attitudes towards Chinese apparel and consumer purchase intention. In addition, the findings of the study suggest the importance of cosmopolitanism, consumer ethnocentrism and animosity in market segmentation, targeting, positioning and market potential analysis. The study provides managerial implications for the marketing of Chinese apparel in South Africa.

Source: The Journal for Transdisciplinary Research in Southern Africa

DOI: 10.4102/td.v14i1.518

Authors: Asphat Muposhi, Manilall Dhurup, Roy M. Shamhuyenhanzva

Institution: Vaal University of Technology

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $723

Funder: Vaal University of Technology