A study on consumption behaviour of young people towards active sportswear in Hong Kong

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A study on consumption behaviour of young people towards active sportswear in Hong Kong


Author: Ching, Chui-wah Michelle
Title: A study on consumption behaviour of young people towards active sportswear in Hong Kong
Degree: M.A.
Year: 2000
Subject: Teenage consumers -- China -- Hong Kong
Consumer behavior -- China -- Hong Kong
Sport clothes -- China -- Hong Kong
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Institute of Textiles and Clothing
Pages: x, 121, [13] leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1569056
URI: http://theses.lib.polyu.edu.hk/handle/200/1060
Abstract: Over the last few years, the cultural shifted towards a healthily and sports-oriented, lifestyle has provided an impetus towards increased purchasing of sportswear items. The consumer has become more demanding and pushed the manufacturers towards improving comfort and aesthetics. And the study of consumption behavior is in these aspects of continuing and growing popularity as it is subject to constant change and dynamism. This study therefore is very necessary as it reviews consumers' preferences and requirements in the face of economical and cultural changes. More specifically, it aims to find out how young people use and feel about active sportswear in order to help marketers and retailers understand their preferences, needs of young people and effectively position their products in the market. Three hundred and eighty four questionnaires were administrated to young people aged from 18 to 24 years old. The study examines whether, functional and symbolic values exist and outlines young people's physiological and aesthetic needs. The results show that males are more interested in sports and wear active sportswear more often than do females. The expenditure for active sportswear is below HK$2,000 per annum and, T-shirts shorts pants and windbreakers are the most popular items owned by subjects. When they select sportswear, they consider the elements such as colour and price, and the favorite colours are blue, black and white. Cotton is still the favorite fabric while nylon, polyester and spandex blends are becoming popular. Nike and Adidas are their favorite brands and they are willing to pay up to HK$200 for T-shirts shorts and pants, up to HK$300 for sweatshirts and $350 for jackets. The study identifies 5 important factors in selection of sportswear. They are thermal/moisture comfort, tactile comfort, aesthetics, appearance and easy care. In general subjects consider both functional and symbolic values at the same time when using of active sportswear. However, functional (comfort and easy care) attributes are more important than symbolic (aesthetic and appearance) ones. Besides, individual groups weighted the factors differently. For these age 18-20, symbolic values contributed more than functional ones. Care and thermal/moisture attributes are reviewed as aesthetical and fashionable in those aged 23-24. Also greater variance is found in satisfaction level between education groups and occupation groups. In this study, brand effect is depicted in the choice of Nike as it has an impact both function and symbolism.

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