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Chapter 1 - Introduction
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1.1 Apparel Business
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1
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1.2 Segmentation of Apparel Market
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2
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1.2.1 User Category
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2
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1.2.2 Usage Category
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2
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1.2.3 Price Category
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2
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1.3 Kidswear Segment
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2
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1.3.1 Kidswear Market
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4
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1.3.2 Kidswear Brands
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5
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1.4 Children as Customer
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5
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1.5 Consumer Awareness
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7
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1.6 Consumer Attitude
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9
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1.6.1 Belief
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9
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1.6.2 Affect
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10
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1.6.3 Behavioral Intention
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10
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1.7 Consumer Perception
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10
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1.8 Consumer Rights
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11
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1.9 Consumerism
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13
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1.9.1 Consumerism and Kidswear Safety
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14
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1.10 Consumer Safety
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15
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1.11 Product Safety
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15
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1.12 Safety Concern for Kidswear
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17
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1.12.1 Safety Norms for Kidswear
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19
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1.13 Need of Standards for Safety
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20
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1.13.1 Safety Standards for Products
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21
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1.14 Stakeholders of Kidswear
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21
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1.15 Need and Significance of the Study
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22
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1.15.1 Need and Significance of the Study for Parents
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23
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1.15.2 Need and Significance of the Study for Researchers
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23
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1.15.3 Need and Significance of the Study for Kidswear Brands and Retailers
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23
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1.15.4 Need and Significance of the Study for Government
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23
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1.16 Objectives of the Study
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23
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1.17 Hypothesis
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24
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1.18 Chapter Scheme
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24
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1.19 Chapter Conclusion
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25
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