Evaluative criteria for sleepwear: A study of privately consumed product in the People’s Republic of China

The purpose of this study is to explore and investigate Chinese male consumers’ perceptions and behaviours towards low involvement and privately consumed product – pyjamas. According to our literature review, little research has been devoted to this particular topic. In this study, multiple product cues were used to measure and uncover what constitute consumers’ evaluation and purchase decisions. The questionnaire survey for this study was conducted in a second-tier city by using the convenience sampling method. In total, 256 useable questionnaires were collected and analysed. This study shows evidence that a majority of the Chinese male respondents did not wear pyjamas for sleeping. The intrinsic cues of sleepwear were ranked relatively higher than extrinsic cues, and the comfort cue was the most important criterion for product evaluation. Further research on this topic focusing on different products, samples and cities are recommended. The findings of this study provide insight and implications for fashion practitioners to develop their product and business in China.