Intervention：To study whether fashion sportswear is easily accepted by consumers by adding an intervention in cooperation with a famous singer’s brands.
Question: Do Chinese consumers really care about origin country?
First of all, I want to know about the identity of Chinese consumers.
Research about Motivational Drivers of Chinese Consumers’ Brand Avoidance Behaviors: A Perspective of Sportswear.
Consumers’ brand avoidance behaviors due to their negative perceptions toward sportswear brands in the Chinese sportswear market based on brand avoidance framework suggested by Lee et al. (2009a & 2009b) and extended by Knittel, Beurer, and Berndt (2016). Specifically, from the negative motivation perspective, as depicted in Figure 1, this study intended to address the following research questions.
1. Do Chinese consumers demonstrate brand avoidance behaviors toward sportswear brands?
2. What are the driving factors of Chinese consumers’ sportswear brand avoidance behaviors?
3. Will the country of origin of a brand influence Chinese consumers’ avoidance behaviors toward the brand?
A focus group study was first conducted in order to identify and develop items to measure the proposed motivational drivers for brand avoidance in the sportswear market. A web- based survey was then used to collect data to test the relationships proposed in the theoretical framework. A total of 268 complete questionnaires were collected for data analysis. Reliability analyses were conducted on each of the multi-item variables. The Cronbach’s alphas of all brand avoidance drivers were larger than 0.78, indicating good scale reliability. Stepwise regression was employed to test H1-H5, independent sample T-test was conducted to test H6 and stepwise regression was used on each of the sub-samples (Chinese brands vs. global brands) to test H7.
The results suggested that Chinese consumers have shown avoidance toward sportswear brands.For global brands, Chinese consumers’ avoidance was mainly due to poor product performance. In contrast, for Chinese brands, the avoidance was mainly due to negative reference association and unpleasant advertising.
References:
ECO Sports. (2018). Why do so many people do not like the domestic sportswear brand?Retrieved from https://www.zhihu.com/question/49493096/answer/302609780
Euromonitor International. (2017). Sportswear in China. Retrieved fromhttp://www.portal.euromonitor.com/portal/analysis/tab
Jiménez, N. H., & Martín, S. S. (2010). The role of country-of-origin, ethnocentrism andanimosity in promoting consumer trust. International Business Review, 19(1), 34-45.
Knittel, Z., Beurer, K., & Berndt, A. (2016). Brand avoidance among generation Y consumers.Qualitative Market Research: An International Journal, 19(1), 27-43.
Lee, M. S. W., Conroy, D., & Motion, J. (2009b). Brand avoidance: A negative promises perspective. Advances in Consumer Research, 36, 421.
Lee, M. S. W., Motion, J., & Conroy, D. (2009a). Anti-consumption and brand avoidance. Journal of Business Research, 62(2), 169-180.
Numa Sports. (2016). In addition to plagiarism and imitation, what are the other problems domestic sports brands have? Retrieved from http://www.sohu.com/a/106946443_384146
Ogilvie, D. M. (1987). The undesired self: A neglected variable in personality research. Journal of Personality and Social Psychology, 52(2), 379-385.
Weinswig, D. (2018). Millennials, a pro-sports government and big sports events drive the China sportswear market. Retrieved from https://www.forbes.com/sites/deborahweinswig/2018/09/17/millennials-a-pro-sports- government-and-large-sports-events-drive-the-china-sportswear-market/#67b72c4f796c
In thinking about the overall market environment, we can find it is crucial to find the needs of Chinese consumers. The understanding of what consumers do not want is just as valuable as knowing what they do want [1] [2].
[1] Ogilvie, D. M. (1987). The undesired self: A neglected variable in personality research. Journal of Personality and Social Psychology, 52(2), 379-385.
[2] Lee, M. S. W., Motion, J., & Conroy, D. (2009a). Anti-consumption and brand avoidance. Journal of Business Research, 62(2), 169-180.
Future development brainstorming:
- Should consumers consider their body shape when choosing sportswear?
2. What are Chinese consumers’ tastes for sportswear?
3. Sportswear has become a necessary consumer goods in daily life. How to innovate sportswear styles to better suit Chinese consumers?