The title of this research indicates that it is concerned with analysing the buying industry as prevalent in respect to Chinese markets. The analysis has been specific to designer stores whereby the researcher focuses on assessing the buyer’s behaviour while they make purchases of fashion designing products from the retailers. An analysis of Chinese fashion industry indicates that it has been growing rapidly and with the rising level of percapita income of people across the country; there has been rising level of demands within the Chinese consumers regarding fashion clothing across the country (Oliver, 2015). An analysis indicates that there have been deep social, economic and cultural changes that have been witnessed within Chinese consumers in the past decade. This allows for significant scope and opportunity to analyse the buying behaviour of consumers across the industry. This research therefore seeks to analyse in detail about the buying behaviour of Chinese consumers especially in respect to Chinese designer stores (Team, 2014).
Aims and Objectives of the Research
The main aim of this research has therefore been to analyse the buying industry of China with specific emphasis on the designer stores operating across the country. The research focuses on buying pattern and behaviour within Chinese consumers with regard to designer’s products such as fashionable wears across the country. In accomplishing this main aim of the research, there is certain important research objectives considered essential and these are indicated as follows:
- To analyse the concept of consumer behaviour and different buying patterns and behaviour as reflected by them while purchasing fashionable wear.
- To analyse the current performance of the fashionable industry in China and the consumer’s demand for fashionable wears across the country.
- To analyse factors that impact the buying behaviour of consumers especially in fashion designing industry in China.
- To make an assessment of the strategies that could be utilised in targeting Chinese consumers across the industry.