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Purchasing of Thematic Kid Fashion at the Belt and Road Market

Author

Listed:
  • Xinguo Peng
  • Zhen Xu
  • Xiaoyang Luan
  • Zichan Liu
  • Da Huo

Abstract

Through a closer economic relationship, “The Belt and Road” has brought about remarkable growth in both international trade and cross boarder investment among the alongside countries. Still, obstacles exist for foreign companies to expand their business with China due to the imperfect understanding of the Chinese market. If foreign firms have a better knowledge of the market in China, it will definitely enhance the chance to be successful in doing business with China. This study specifies in the thematic kid fashion market. Sales information of 150 thematic kid fashion products is included to define the elements that influence the sales and feedback of thematic kid fashion. The elements and information are disposed using Factor Analysis so as to recognize the relevant elements and divide them into different factors. Feasible generalized least square (FGLS) method is adopted to measure the impact of each element on the sales of different brands of thematic kid fashion. Based on the result of the model, specific suggestions are proposed for foreign thematic kid fashion companies and retailers to meet the need of Chinese customers better and thus attain a larger market share in China’s market.

Suggested Citation

  • Xinguo Peng & Zhen Xu & Xiaoyang Luan & Zichan Liu & Da Huo, 2018. "Purchasing of Thematic Kid Fashion at the Belt and Road Market," International Business Research, Canadian Center of Science and Education, vol. 11(10), pages 10-20, October.
    • Handle: RePEc:ibn:ibrjnl:v:11:y:2018:i:10:p:10-20
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    References listed on IDEAS

    as
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    2. Erickson, Gary M & Johansson, Johny K, 1985. "The Role of Price in Multi-attribute Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(2), pages 195-199, September.
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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