In-depth interviews were conducted initially to identify the motives behind parents
buying luxury brands for their children. Seven parents known to be affluent were chosen
for the interviews. Their responses were coded and formed the main options for the section on purchase motives in the main survey instrument.
Mall intercepts at various locations in Hong Kong was used as the survey method for the
main research. Malls on both Hong Kong Island and Kowloon were chosen because they
are known to have retailers handling luxury brands of infant apparel. The interviewees
were briefed about the research and then screening questions were asked to identify the
target interviewees. After screening out interviewees not qualified for the study (i.e.
those without an infant under years of age and/or those who had not purchased a luxury
brand of apparel for their infant), 134 valid questionnaires were received.