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Hedonic Utilitarian Fashion Data
Fashion & Apparel Trends
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About
Data explains the drivers behind Chinese consumers' engagement in fashion retail, built upon established theories concerning hedonic and utilitarian factors. This information is imperative for international brands seeking to optimize their operations and enhance profitability within the lucrative Chinese market, which is poised to command a substantial share (over 24%) of the $212 billion global fashion industry. Deciphering these specific consumer motivations is crucial, given the current limitations in understanding that often challenge successful global retail operations.
Columns
The structure contains one primary column related to consumer drivers. The variable recorded is 'motivations', capturing specific factors that influence fashion shopping decisions.
Distribution
The data is delivered in a CSV format, with the file identified as
font-dados-mall_china.csv. The file size is approximately 61.04 kB. There are 1028 valid records in total. The data set is expected to receive updates annually.Usage
This resource is ideal for developing focused market entry strategies into China, allowing international fashion brands to significantly increase their profits. It supports academic research into consumer psychology, particularly regarding emerging market retail behaviour, and assists in identifying specific hedonic and utilitarian factors influencing purchasing decisions.
Coverage
The data originates from a survey of 403 Chinese consumers, with findings deemed generalizable to the wider Chinese population. The scope is strictly focused on the motivations of individuals residing in China regarding fashion retail engagement.
License
CC0: Public Domain
Who Can Use It
- International Fashion Retailers: To tailor marketing and sales strategies for success in the Chinese market.
- Marketing Analysts: To create precise, high-impact campaigns based on defined consumer drivers.
- Academics: For conducting studies on global consumer behaviour, particularly in high-growth economies.
- Data Scientists: For developing predictive models related to retail sales performance and market demand.
Dataset Name Suggestions
- Chinese Fashion Consumer Motivations
- China Retail Shopping Drivers
- Hedonic Utilitarian Fashion Data
- International Brand Retail Insights for China
Attributes
Original Data Source: Hedonic Utilitarian Fashion Data
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