Comparative Study of Consumer Behaviour between Pet Clothing and Children Clothing
The development of pet apparel is much slower than children apparel in China. However, these two clothing categories are particularly correlative: Their consumers are not the wearers. That enables us to compare these two special categories to find out the similarities between them and propose a marketing strategy for pet apparel. In this paper, we compared their product attribute, consumer lifestyle and consumer shopping habit. We found out that young and fashion people are the main consumers of the pet apparel. Although people spent much less on pet clothing, their preference in material and style are quite similar with their preference in children apparel. Meanwhile, sale promotion and e-sale can attract more pet apparel consumers compared to children apparel. More importance should be laid on internet marketing.
pet apparel children apparel consumer behaviour lifestyle marketing strategy
LI Jun FENG Ruoyu WANG Yunyi ZHAI Lina
Fashion Design and Engineering Department, Donghua University, Shanghai 200051, P.R.China
国际会议
The 12th International Wool Research Conference(第十二届国际羊毛会议12th IWRC)
上海
英文
876-879
2010-10-19（万方平台首次上网日期，不代表论文的发表时间）