Original Research

Underlying correlates of consumers’ attitudes towards Chinese apparel and relationship with purchase intention in South Africa

Asphat Muposhi, Manilall Dhurup, Roy M. Shamhuyenhanzva
The Journal for Transdisciplinary Research in Southern Africa | Vol 14, No 1 | a518 | DOI: https://doi.org/10.4102/td.v14i1.518 | © 2018 Asphat Muposhi | This work is licensed under CC Attribution 4.0
Submitted: 06 November 2017 | Published: 16 May 2018

About the author(s)

Asphat Muposhi, Department of Marketing and Sport Management, Vaal University of Technology, South Africa
Manilall Dhurup, Faculty of Management Sciences, Vaal University of Technology, South Africa
Roy M. Shamhuyenhanzva, Department of Marketing and Sport Management, Vaal University of Technology, South Africa


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Abstract

The study examined the influence of South African consumers’ attitudes and purchase intention towards Chinese apparel. A survey of South African consumers who had purchase experience of Chinese apparel was conducted to test the hypothesised relationships. Structural equation modelling results indicated that economic animosity and consumer ethnocentrism are negatively related to attitudes towards Chinese apparel and consumer purchase intention. The study revealed a significant, positive relationship between cosmopolitanism, attitudes towards Chinese apparel and consumer purchase intention. In addition, the findings of the study suggest the importance of cosmopolitanism, consumer ethnocentrism and animosity in market segmentation, targeting, positioning and market potential analysis. The study provides managerial implications for the marketing of Chinese apparel in South Africa.

Keywords

consumer animosity; ethnocentrism; cosmopolitanism; consumer purchase intention; confirmatory factor analysis; structural equation modeling; South Africa

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