| With the acceleration of the aging process in the society, middle-aged and aged women have become an important part of society and the main consuming group. With the development of life quality and the increasing of social activities, more and more middle-aged and aged women pay attention to their self-image. There are different features of attitude towards self-image and appearance management of middle-aged and aged women. Therefore, the study of market segments in term of lifestyle, values, attitude towards self-image, etc and the related behavior has become the main issue of the clothing market research.In this study, from the consumer psychology and clothing psychology perspective, attitude towards self-image and appearance management of 454 middle-aged and aged women in Jiangsu province were investigated by questionnaires.The body of 120 women was measured and their self-body satisfaction was investigated. The collected data and the measured data were analyzed by using SPSS 11.5 (Statistical Package for the Social Science). According to their attitude towards self-image, the subjects were subdivided into 3 groups named as fashionable group, common group and dainty group. Fashionable group pursued modern and young self-image. Common group pursued mature appearance. Dainty group hoped that self-image displayed their temperament and status.There were the features and significant differences of attitude towards self-image and dressing, self-body satisfaction and the related behavior among 3 groups. According to the results of self-body satisfaction and body measurement, the obvious differences among groups were visualized.The results of research can be used as the basis of self-image expectation for middle-aged and aged women. It will provide the reference to make accurate market position for the related corporations and develope the related products and services for them. It is helpful to make the related industry and market develop. |
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