Demographic Variables in the Research of Hanoian’s Intentions of Buying Chinese Garments

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.