Consumer Behavior

Exploring Socioeconomic Dynamics in Indonesian Mothers’ Preferences for Foreign Children’s Apparel Brands

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Abstract

This study explores Indonesian mothers’ preferences for foreign children’s apparel brands across socioeconomic groups. Employing the Theory of Consumption Value, focus group discussions and in-depth interviews reveal differing value perceptions. Lower-middle-income mothers prioritize functional and emotional values, associating foreign brands with durability and quality. Higher-middle-income mothers emphasize social value, viewing foreign brands as status symbols. Common motivators include design variety and product accessibility, with lower-income mothers highlighting affordability via online platforms and higher-income mothers noting widespread availability in stores. Findings underscore the influence of functional and social values in purchasing decisions, reflecting mothers’ prioritization of quality and social standing. Practical implications suggest that marketers should tailor strategies to diverse economic groups, emphasizing quality and accessibility while balancing affordability and premium branding. Future research could employ quantitative methods to further validate these insights and enhance generalizability in the children’s apparel sector.

Keywords: Mothers’ consumer behavior, children’s apparel brands, foreign brands, global brands, consumer perceived value

How to Cite:

Putra, A. R. & Kopot, C., (2025) “Exploring Socioeconomic Dynamics in Indonesian Mothers’ Preferences for Foreign Children’s Apparel Brands”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18807