An Investigation of Intimate Apparel Buying Behaviour among Fashion Conscious and Non-fashion Conscious Chinese Hong Kong Female Consumers

Abstract

The complex physical nature of the intimate apparel and the unique physiological make-up of each female wearer combine to suggest that consumer behaviour for intimate apparel will be different from that for other apparel. This study examines intimate apparel buying behaviour among fashion conscious and non-fashion conscious Chinese Hong Kong female consumers. The purpose of the study was to examine similarities and differences in need recognition, information search media and purchasing criteria in intimate apparel among these two group consumers. The results show that there are significant differences in need recognition and information search media between fashion conscious and non-fashion conscious consumers. However, both groups have same similar concerns including fit, product quality, style and store atmosphere in purchasing intimate apparel. Retailers specializing in Intimate Apparel can adopt the findings as their initial concern when launching a new sales or product development program.