Comparative Study of Consumer Behaviour between Pet Clothing and Children Clothing

摘要

The development of pet apparel is much slower than children apparel in China. However, these two clothing categories are particularly correlative: Their consumers are not the wearers. That enables us to compare these two special categories to find out the similarities between them and propose a marketing strategy for pet apparel. In this paper, we compared their product attribute, consumer lifestyle and consumer shopping habit. We found out that young and fashion people are the main consumers of the pet apparel. Although people spent much less on pet clothing, their preference in material and style are quite similar with their preference in children apparel. Meanwhile, sale promotion and e-sale can attract more pet apparel consumers compared to children apparel. More importance should be laid on internet marketing.