Customers’ Attitudes towards Turkish and Chinese Female Clothes

This paper aims to achieve three key objectives: (1). to measure Libyan female teachers’ attitudes towards Turkish and Chinese female clothes. (2). to identify the relative importance of buying motives. (3). to determine the role of demographical factors in buying Turkish and Chinese female clothes. A questionnaire instrument was developed, reviewed and tested. A number of (700) female teacher at schools was targeted in Libya. Out of this number, only (490) questionnaires returned with (343) deemed valid. The key findings indicated that preferences were given to Turkish-origin clothes. Five key factors were revealed influential: sellers’ policies; nature of industries; customers’ characteristics; reference group's influence and environmental factors. Demographical factors have different effects. The paper has valuable theoretical and empirical contributions. It enriches the international marketing literature with findings from non-Western experience. Practically, the findings are important for Libyan decision makers and traders. Turkish and Chinese manufacturers need to be more market-oriented and quality-oriented to enhance their images. Finally, the paper concludes with research constraints and put forward some future research avenues.