THE STUDY OF ADRAS SILK APPAREL PURCHASE INFLUENCING FACTORS

Abstract

Silk is considered a treasure of China. Nowadays, China’s silk industry depends heavily on the international market. The study employed quantitative method using questionnaire to collect qualitative data. The study aims to investigate different purchasing influencing factors on consumers’ different demographic characteristic comprising of gender, age and monthly income. The result reveals that 1) there are different perceived influencing effects of price and discount; and color combination of design on different gender group.2) There are different perceived influencing effects of quality, price, comfortable, maintain, product variety, color combination of design, design variety, culture element, sale channel, and brand on different age group.3) There are different perceived influencing effects of quality, price, maintain, product variety, and culture element on different monthly income group.