A Case Study of Influences Leading to Price Indifference in the Children Apparel Market:

• Main Authors: Chii-Hsien Yen, 葉啟憲
• Other Authors: Ting-Jui Chou
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/93784071495202822431

碩士 === 國立高雄第一科技大學 === 行銷與流通管理系 === 89 === Abstract Recent years, children have taken over the central position in the modern nuclear family as consequence of rising national living standard and declining birth rate. Parents are willing to expend additional monetary means in exchange for quality, style and per- ceived value. Children apparel, as result has become a highly desirable sector of the fashion industry for entrance. However, businesses also face numerous compe- titors of both new and old and increasingly competitive pricing. Fashion industry is generally cyclical, which peaks during new product arrival period, and price reduction period. The first will bring about higher profits, as ticket price is higher. The latter will earn fewer profits, as price reduction is a necessary step for inventory reduction, which will attract bargain hunters. Cyclical trends indicate that there is a clear differentiation in consumer spending behavior. Therefore, it is important to further explore consumer perceived value; and the correlation between perceived value and price. Due to the substantial differentiation of profit between price reduction and non- reduction period, Les Enphants from Taiwan, China and Thailand, a total of six regional areas, will be used to further explore this deviation through market survey of customers by means of questionnaire derived from past literatures as reference. From these surveys, individual attention is given to these three countries to identify the basic differences between various consumer groups and their perceived customer value. Using thirteen variants such as employee product knowledge, custom service, high retail turnover, retail atmosphere, seasonal trend, aversion to crowded space, product accessibility, product variety, product quality, product co-ordination, status effect, retail location and opportunity cost of time spend as basic factors in an analysis to determine the underlying principle behind price indifference. Summations of inferences derived from the surveys and analysis following: 1.Consumer spending on gifts out weights self-usage thus shows modern society place great importance on social and group interaction. 2.Les Enphants customers have higher loyalty. 3.Taiwan out performs China and Thailand in the areas of employee product knowledge, retail atmosphere, and retail location. 4.In general, Taiwan and China have little disparity in product co-ordination. However, Guangzhou under performs compares to other regions in China. 5.Opportunity cost of time spent is higher in Thailand as compared to other countries. 6.The result of path analysis clearly indicate factor components are positively correlated to price indifference.