A study on the self-image of secondary school students in Hong Kong and how it relates to their buying attitudes toward jeans

Pao Yue-kong Library Electronic Theses Database

A study on the self-image of secondary school students in Hong Kong and how it relates to their buying attitudes toward jeans


Author: Tsang, Mei-mei
Title: A study on the self-image of secondary school students in Hong Kong and how it relates to their buying attitudes toward jeans
Degree: M.A.
Year: 2000
Subject: High school students -- China -- Hong Kong -- Psychology
Self-perception -- China -- Hong Kong
Jeans (Clothing) -- China -- Hong Kong
Consumer behavior -- China -- Hong Kong
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Institute of Textiles and Clothing
Pages: xii, 118, [16] leaves : ill. (some col.) ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1569063
URI: http://theses.lib.polyu.edu.hk/handle/200/5166
Abstract: Owing to the increasing spending power of teenagers, marketers of consumer goods have developed an increasing interest in the study of consumer behavior of young people. According to the previous findings in the marketing research, it is found that consumers' clothing preferences are not only driven by the functional attributes of product but also their own self-images. In other words how positively or negatively consumers feel about themselves can influence their clothing choices. Therefore, apart from the basic physiological needs and clothing comfort, the wearing of jeans can reflect, in the psychological context, teenagers' perception of selves. In such a way, different product features in jean may attract different self-image person and may even influence their buying behavior. Two hundred and eighty secondary school students (age from 11 to 19 years old) are randomly selected in this survey. The focus of this survey is on the self-image of teenagers and its relation to the shopping attitudes toward jeans. In this study, the general characteristics of teenagers' self-images and their clothing behavior in jeans are identified. Non-parametric statistical analyses are used to examine the gender and age group differences upon the self-image and shopping attitudes of teenagers. When compare to boys, girls are found to have more pairs of jeans but comparatively at a lower price. Girls pay more emphasis on different colors and styles of jeans. Besides, jeans market for senior students (age 17 to 19 years old) are found to be more attractive and approachable. According to the findings, senior students spend more pocket money on clothes, own more pairs of jeans and wear jeans more often. They want their jeans not only comfortable to wear but also stylish and fashionable. Spearman Rank Order Correlation is used to investigate the relation between the self-image of teenagers and the buying intention toward jeans. Although the results do not identify a strong relationship, it indicates teenagers' self-image and their shopping attitudes toward jeans' attributes are related. It is encouraging and invaluable for the future development of an effective brand-image in jeans with respect to the teenage market.

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