Demographic variables in the research of Hanoian’s intentions of buying Chinese garments
Le Thi Hai Ha, Phan Thanh Hung, Mai Thi Anh Dao/ MICA 2018 Proceedings
International Conference on Marketing in the Connected Age (MICA-2018), October 6th, 2018
Danang City, Vietnam
Demographic Variables in the Research of Hanoian’s
Intentions of Buying Chinese Garments
Le Thi Hai Haa*, Phan Thanh Hunga, Mai Thi Anh Daoa
aPhD Candidate,University of Labor and Social Affairs, 43 Tran Duy Hung Street, Hanoi, Vietnam
A B S T R A C T
This research supplies the theory of Chinese garments with some information about the demographic
characteristics of consumers, which are related to their intentions to buy Chinese garments. The research is
conducted in Hanoi with the scale of 406 consumers. Quantitative methods, which depend on the result of
multiple regression analysis and group comparison, are used to come up with the conclusion of the research.
The results indicate that 3 out of 4 demographic variables are ineffective on Hanoian consumers’ intentions to
buy Chinese garments, which includes: (1) age, (2) gender, (3) income. The “literacy” variable was discovered
to have impacts on the consumers’ Chinese garments buying intentions. The group of buyers who have not
graduated from high school have the highest tendency to buy Chinese garments.
Keywords: Hanoian consumers; Buying intentions; Chinese garments
1. Introduction
Regarding clothes, it can be said that China is a top competitor of domestic companies in the Vietnam market
in general and the Hanoi market in particular. To acquire the market’s competitive advantages, companies which
produce and provide domestic clothing items must have a good understanding of the customers to fulfil their
needs better than the competitors. Researching customers’ behaviors helps business people have a better
comprehension about how motivation, mentality, attitude, awareness, faith, etc. affects the buying decision, thus
make efficient management decision. This research is undertaken to justify the differences between groups of
customers according to some demographic variables in the Chinese garments buying intentions.
2. Theoretical foundation and research hypothesis
2.1. The intention of the consumer
The sales of enterprises can be tracked through the customers’ buying intentions. Forecasting buying
intentions is the first step to predict the customers’ actual buying behaviors (Howard and Seth, 1967). And
according to some theories, buying intentions is considered a basis to predict the demand in the future (Warshaw,
1980; Bagozzi, 1983; Fishbein and Ajzen, 1975). Examining the consumers’ buying intentions, authors of some
researches (Ajzen and Driver, 1992; Pierre et al., 2005; Schlosser et al., 2006) indicate that the intentions are
more essential than behaviors and tend to have a positive effect on the actions of one individual. Zeithaml (1988)
argued that the consumers’ buying intentions depends on the felt quality, value, objective level, and the product’s
* Corresponding author. E-mail address: [email protected]
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Le Thi Hai Ha, Phan Thanh Hung, Mai Thi Anh Dao/ MICA 2018 Proceedings
characteristics. The higher the value of awareness, the higher the buying intentions. According to Ajzen (1991),
when humans have a stronger intention for a behavior, the tendency to conduct that behavior is higher. Keller
(2001) indicated that buying intentions can be seen as an important figure to predict consuming behaviors.
Schiffman and Kanuk (2004) also showed that buying intentions are a tool to measure the probability to buy a
product of consumers. Elbeck (2008) stated that buying intentions are described as the customers’ willing to buy
a product.
2.2. Theoretical foundation and research hypothesis
According to a report of the survey about the habit of fashion consumption of the Vietnamese in 2012
conducted by the online market researching company named W&S, the expenditure for clothing of Vietnamese
consumers is the third highest (lower than food and savings), account for 13.9% in the total personal spending.
Women have the tendency to choose and buy their own clothes more than men with the percentage of 13.6%.
Women are more likely to shop than men and this likelihood decreases due to older age. Simultaneously, the
results also showed that the needs to shop of consumers usually increases when they have much money or
recently receive their salary. Location also affects the customers’ fashion buying behaviors. According to Bui
Thanh Huan and Nguyen Hoang Tran (2011), the youth buys items of clothing when they are satisfied with their
selection criteria. Thus, there might be a difference in the intentions to buy clothes between groups of people
categorized by some controlling variables. On that basis, the authors conducted a research about the impact of
four demographic variables including age, gender, educational level, incomes on Hanoian consumers’ Chinese
garments buying intentions, at the same time examine the heterogeneity between the intentions at the different
groups in these demographic variables. Therefore, a research model is given:
“Age
Gender
Intentions
to buy
Chinese
garments
Income
Educational level
Fig. 1. Proposed research model
Source: Author’s design, 2017
3. Research methodology
3.1. Quantitative method
Quantitative researching method is used to complete research goals. The demographic variables are divided
into groups according to real life. The measure scale, which relies on the buying intentions, includes 4 variables
following Mathur’s research (1998). The questionnaire has been prepared to measure Hanoian consumers’
intentions to buy Chinese garments. Apart from the introduction and the invitation to take part in the survey, the
main contents of the questionnaire include questions about the buying intentions scale, and questions about
consumers’ demographic characteristics. The respondents will mark the best answers according to their opinion
level of the statements. Every variable in every element uses the Likert 5 measure scale with the choice “1”
means “totally disagree” and the choice “5” means “totally agree” with the statement. The questionnaires are
directly given to the consumers. To examine the effect of demographic variables on the intentions to buy Chinese
garments of Hanoian consumers, the authors uses the multiple regression method. The multiple linear regression
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(MLR) illustrates the connection between two or more independent variables with a quantitative dependent
variable (Nguyen Dinh Tho, 2011). MLR is operated and tested with the level of significance of 5 percent. The
research conduct multiple regression by the Enter method: every variable is input once and consider the relevant
statistic results. To compare the impact of different groups in each demographic variable on the Chinese
garments buying intentions, the authors uses the group comparing method. There are 4 demographic variables are
used in the model: age, gender, educational level, income.
Gender includes 2 groups: 1) male and 2) female. To examine the difference in the Chinese garments buying
intentions between the two genders, the authors uses the Independent- sample T-test with Sig < 0.05
Age is divided into 4 groups: 1) 18 – 25 years old, 2) 26 – 35 years old, 3) 36 – 54 years old, 4) 55 years old
and above. To examine the difference between these age groups in the Chinese garments buying intentions, the
authors use the Analysis of Variance method with Sig < 0.05
Educational levels include 4 groups: 1) Undergraduate from high school, 2) Graduated from high school, 3)
Graduated from college/university, 4) Master/Doctor. To examine the difference between these different
educational levels in the Chinese garments buying intentions, the authors use the Analysis of Variance method
with Sig < 0.05
Income has 8 groups: 1) Under 5 million dong, 2) 5 – 7.5 million dong, 3) 7,5 – 10 million dong, 4) 10 – 12.5
million dong, 5) 12.5 – 15 million dong, 6) 15 – 17.5 million dong, 7) 17.5 – 20 million dong, 8) Above 20
million dong. To examine the difference between groups of income in the Chinese garments buying intentions,
the authors use the Analysis of Variance method.
3.2. Survey Sample
Choosing models in researching is carried out by the stratified random method. According to this method, the
total is divided into groups following the geographic norms, each group is a district in Hanoi. Inside each groups’
areas, choose randomly, non-probably the consumers in markets and supermarkets to hand out the
questionnaires. 600 surveys were sent directly to consumers, research team received 520 surveys, of which 406
surveys were used for analysis.
4. Research results
4.1. Statistics descriptive of the researching sample based on the controlling variables
The model included four controlling variables: age, gender, income and education level. According to the
results provided by an online market research company W&S in 2012 in "A Survey on Vietnamese People’s
Clothing Consumption Tendencies 08/2012", about 50.5% of Vietnamese consumers choose and buy clothes for
themselves. However, when comparing men and women, women choose and buy their clothes for themselves
more than men. Thus, the sample was based on high female ratio. Statistical results show that the number of
women is 312 people, accounting for 76.8% of sample. The number of men is 94, accounting for 23.2%.
Regarding the age structure in the sample, the number of people from 18 to 25 years old was the highest,
including 245 people, accounting for 60.3%; the number of people aged 26-35 was the second largest (92
people), accounting for 22.7%. According to a survey of an online market research company on Vietnamese
people’s clothing consumption tendencies in 08/2012, the higher the age of the customer the lower the tendency
of purchasing clothes is. Therefore, the number of people aged between 36 and 54 is the third highest with 68
people, accounting for 16.7%. In the group of people aged 55 and above, there is only one person, which
accounts for the smallest proportion of 2%.
In terms of education level, there are 6 consumers who did not go to high school, accounting for 1.5%. The
number of people completing high school in the sample was 99, accounting for 24.4%. The number of
community college or university graduates is 230, accounting for 56.7%. This is the group with the highest rate.
The number of people with Master's degrees or Doctorate degrees is 71 people, accounting for 17.5%. Statistics
descriptive of the sample indicate that people in the sample possess relatively high education levels (56.7% of
people in the sample have community college degrees or higher). This is because the sample was selected in
Hanoi and Ho Chi Minh City, two large cities which are believed to be the focus of most intellectuals.
In terms of income, the group of people with incomes below 5 million VND accounts for the highest
proportion of 55.7%, equivalent to 226 people. The second highest group included 70 people with income of 5
million VND to 7.5 million VND, corresponding to 17.2%. The group with income from 7.6 million VND to 10
million VND, including 54 people, makes up 13.3%. There are 25 people with income from 10.1 million VND to
12.5 million VND, accounting for 6.2%. There are 9 people with income of 12.6 million VND to 15 million
VND, accounting for 2.2%. Only 2 people have income from 15.1 million VND to 17.5 million VND,
accounting for 0.5%. There are 3 people with income from 17.6 million VND to 20 million VND, accounting for
0.7%. Finally, there are 17 people who earn over 20 million VND, accounting for 4.2%. As can be seen in the
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sample, the proportion of high-income consumers is low. The reason for this may be the high proportion of
young consumers, who has not worked for a long time and thus, cannot have high income.
4.2. Regression analysis
Table 1 shows that the adjusted coefficient R2 is 0.340. This shows that the compatibility of the model with
demographic variables is reasonable. Thus, the demographic variables: Gender, Age, Education and Income can
explain for 34% of the fluctuations in Intention to purchase Chinese garments.
The test result F shown in Table 1 shows that F = 2.588, sig = 0.007a. Thus, this relationship ensures the
reliability with a permissible level of 5%. Consequently, it is possible to conclude that the demographic variables
have an impact on consumers' willingness to buy safe products and that a linear regression model is consistent
with the data set and is usable.
The results of multi-collinearity test showed that the VIF variance coefficients of the demographic variables
included in the model analysis were < 10. Thus, the multivariate multi-collinearity can be neglected and the
variables in the model can be accepted.
The results of the regression analysis in Table 1 show that only the variable, Education level below high
school, affects the intention to purchase Chinese garments because it has Sig < 0.05. The remaining variables do
not affect the intention to buy Chinese garments because they have Sig > 0.05. The relationship between
dependent variables and independent variables is shown in the following linear regression equation:
Y1 = 2.261 + 0.640Xa
In which:
Y1: Intention to buy Chinese garments
Xa: Educational level below high school
The standardized Beta Equivalence curves for Education level below high school is larger than 0, which
shows that the controlling variable is positive for the dependent variable. Accordingly, as Intention to buy
Chinese garments is increased by 1 unit, there is a positive resonance of 0.640 units of Educational level below
high school.
Table 1. Results of regression analysis
Demographic variables
Beta
0.131
Gender
- 0.310
-0.171
-0.537
0.640*
0.086
0.021
- 0.011
0.34
Age 18-25
Age 26 – 35
Age 36 – 55
Education level below high school
High school graduates
Community college/University Graduates
Income
R2 adjustment
F
2.588
406
N
*p=<0.05; ** p=<0.01; ***p=<0.001
To understand more about the different levels of intention to buy Chinese garments among groups of the
variable Education level, the authors use group comparisons. Anova testing between controlling variable
Educational level and dependent variable Intention to buy Chinese garments.
Table 2 shows the Levene test results for the groups of education level. Results show that value sig Leneve
Statistic = 0.000 < 0.05. Thus, the hypothesis of uniform variance among the variable value groups has been
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violated. That means there are differences in the variance between the groups of education level. This does not
satisfy the assumption of One way Anova test. Thus, Anova analysis cannot be used.
Table 2. Levene tests for homogeneous groups of education level
Test of Homogeneity of Variances
Ydinh
Levene
Statistic
6.890
df1
df2
Sig.
3
402
.000
Table 3 shows the results of the Anova analysis between education level and the intention to buy Chinese
garments from Hanoi consumers. With sig = 0.001 < 0.05, we can conclude that there is a difference in intention
to purchase safe products among different education levels.
Table 3. Anova Testing Between Education Level and Intention to Buy Chinese garments
ANOVA
Y_Dinh
Sum of squares
1.812
Degree
3
Average
.604
F
Sig.
Among the groups
1.331 .001
Within the groups
Sum
182.422
184.234
402
405
.454
Table 4 shows the difference in the average of Hanoi consumers’ intentions of buying Chinese garments
among different groups of education level. According to the descriptive table, the average of Hanoi consumers’
intentions of buying Chinese garments of Education level below high school group is 2.5833, of High school
graduates group is 2.0303, of Community college/ University graduates group is 2.0880, of Masters/ Doctors
group is 2.0563.
Table 4. Table describing the average of Hanoi consumers’ intentions of buying Chinese garments among
different groups of education level
Descriptions
Ydinh
Average difference
with 95% reliability
Standard Standard
deviation error
Group
N
Average
Smallest
Largest
Lower
Upper
Limit
Limit
1
6
2.5833
2.0303
.46547
.59897
.62918
.89062
.67446
.19003
.06020
.04149
.10570
.03347
2.0948
3.0718
2.1498
2.1698
2.2671
2.1415
2.00
1.00
1.00
1.00
1.00
3.00
4.00
4.00
4.00
4.00
2
99
1.9108
2.0063
1.8455
2.0099
3
230 2.0880
71 2.0563
406 2.0757
4
Total
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Le Thi Hai Ha, Phan Thanh Hung, Mai Thi Anh Dao/ MICA 2018 Proceedings
Thus, we can see that the group with education level below high school has the highest tendency to buy
Chinese garments, second is the group of community college/ university graduates, third is the group of Masters/
PhDs and finally, the group of high school graduates have the lowest tendency to buy Chinese garments among
the four groups.
5. Discussions
The research shows that consumers with education level below high school are most likely to buy Chinese
garments. The results of this study can be explained as follows: according to data from the Vietnamese Living
Standards Survey in 2014, the results of the estimated personal income function show that education is an
important factor in determining personal income. The salaries of community college or university graduates are
higher than those of [people with education level below high school. Additionally, Chinese garments mentioned
in this study is in the low-end segment, which is appropriate for consumers who have low incomes and low
education levels. Therefore, it is reasonable that the research shows results of consumers with education level
below high school having the highest tendency to buy Chinese garments is reasonable.
The results of researching the impact of demographic variables on the intention to buy Chinese garments show
that: gender, age and income do not affect the intention to purchase Chinese garments. This may be because
garments are essential and important to every person regardless of gender. In addition, the type of garments in
this study is limited to conventional, cheap and available products, so consumers of all ages and income levels
can easily find and satisfy their needs.
Also according to the research results, consumers of lower than high school educated have the highest
intention to buy Chinese garments. The research results of may be because low educated consumers are often less
knowledgeable, so they will not care much about the brand, material, or ethnicity of the product they buy but pay
attention to the design, especially the variety and constant change of this product line, which is the strength of
Chinese garments. Therefore, the results of this study are reasonable.
6. Conclusions
Developing local apparel market can bring many business opportunities to domestic enterprises. However, to
be successful, these enterprises must always understand and meet the needs of customers better than their
competitors. The results of this research provide some conclusions that help businessmen identify their customers
better. The research shows that demographic factors including gender, age and income do not affect the
intentions of buying Chinese garments. Education level has a positive impact on consumers' intentions to buy
Chinese garments, with people with education level below high school being the most likely to buy Chinese
garments. Thus, in order to gain competitive advantage over Chinese garments in the market with target
consumers who are low educated, domestic firms should focus on the variety of styles and design of the product.
Based on this research, further researches can go into directions that examine new independent variables,
broadening the scope of the research.
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