Underlying correlates of consumers’ attitudes towards Chinese apparel and relationship with purchase intention in South Africa
Journal for Transdisciplinary Research in Southern Africa
| Field | Value | |
| Title | Underlying correlates of consumers’ attitudes towards Chinese apparel and relationship with purchase intention in South Africa | |
| Creator | Muposhi, Asphat Dhurup, Manilall Shamhuyenhanzva, Roy M. | |
| Description | 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. | |
| Publisher | AOSIS | |
| Date | 2018-05-16 | |
| Identifier | 10.4102/td.v14i1.518 | |
| Source | The Journal for Transdisciplinary Research in Southern Africa; Vol 14, No 1 (2018); 10 pages 2415-2005 1817-4434 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://td-sa.net/index.php/td/article/view/518/682
https://td-sa.net/index.php/td/article/view/518/681
https://td-sa.net/index.php/td/article/view/518/683
https://td-sa.net/index.php/td/article/view/518/677
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