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National Repository of Grey Literature 1 records found  Search took 0.01 seconds. 
Generation Y's perception towards purchasing "Made in China" specified segments: Implication for apparel industry
 Sečányová, Natália
The Bachelor Thesis deals with an analysis of Generation Y's perceptions towards the apparel products sourced in China. The prime objective is the very definition of various factors having an impact on the Czechs’ shopping behavior along with the provision of specific recommendations for altering the already poor prestige of the Chinese Fashion Industry. The study focuses not only on debatable issues regarding the overall China's image and the attitudes held towards the "Made in China" label but it also provides a broader insight into the apparel consumption, brand preferences and motives in consumer shopping behavior. The analytical research comprises of both the secondary data, available from several sources on the Internet, and the primary data, collected via the questionnaire survey. The crucial findings are subsequently employed in providing useful suggestions to those fashion manufacturers operating in China.
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