| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 101 === Children’s apparel signifies differently in various periods of time due to many backgrounds and demands. In the early society, clothing is for basic needs. In summers children wear breathable and easy to clean fiber, whereas in winter they are seeking durable and warm ones. As time progresses, more and more parents lay emphasis on children’s outfits. Wearing fashionable and stylish outfits in different occasions is a huge issue for these parents.
Children’s apparel is a special category in apparel industry. It is because parents are consumers whereas children are users. Styles are designed to please parents. Therefore, style and size may not be appropriate for children. Many factors are involved in when parents make purchasing decision. This research paper will discuss this issue deeply and thoroughly.
Questionnaires on children’s apparel consumer behavior will be conducted in this research. Sales representatives nationwide will help fill out this questionnaire. The research will conclude whether consumer individualism and behavior affect purchasing intention, and how consumer individualism and product attributes influence mutually.
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