A Study Of Fashion Brand Retail Salesperson Behavior

The 21st century is an era of "terminal marketing",the impact that the retail salesperson to the sale performance becomes more and more significant. It is a core issue that we should regulate salesperson behavior which has great importance to improve the sale performance of the garment industry.Based on department store,the paper focuses on the fashion brand retail salesperson behavior,choosing the retail salesperson of young woman fashion brand in Shanghai as the sample.This paper established four basic assumption:Assumption 1 there was a significant difference in salesperson behavior in different transaction; Assumption 2 there was a significant difference in retail salesperson trait in different transaction; Assumption 3 there was a significant difference in salesperson personality trait in different transaction; Assumption 4 there was a significant difference in salesperson behavior between salespersons with different personality trait.In order to verify the assumptionl,based on review of the relevant theoretical,while observing the whole sale process of 10 salespersons of 5 young woman fashion brand and studying Retail Salesperson Guide of 6 brands,82 investigation factors are abstracted from the retail process, 40 observation points of salesperson behavior are initially established and salesperson behavior recording tabulation is initially formed. According to the preliminary investigation of 18 salespersons of 9 brands, the retail salesperson behavior recording tabulation based on 40 observation points is improved and formed. According to the formal investigation of 15 brands,142 full cases are collected,120 of them are effective. Using frequency analysis of SPSS 13.0, the average level of 36 observation points of retail salesperson behavior has been summed up; Using independent-samples T test of SPSS13.0,17 observation points which have a significant impact of transaction have been extracted; Using factor analysis of SPSS 13.0,3 factors has been extracted from the 17 observation points which are named of "number and time of transaction" "salesperson expression""salesperson volume";Using Binary Logistic regression analysis,frequency analysis and correlation analysis of SPSS13.0,the relationship between the 3 factors and the transaction has been discussed. In conclusion, Form of the Relationship between the Young Woman Fashion Brand Retail Salesperson Behavior and the Transaction based on Observation has been established.In order to verify the assumption 2 and 3,the 120 valid cases have accepted of the basic trait research and the MBTI personality test.Using frequency analysis of SPSS 13.0, the feature of the salesperson trait and personality trait has been summed up;Using independent-samples T test and Chi-square test of SPSS 13.0,3 trait factors,3 one-dimensional personality functions and 2 two-dimensional combinations of temperament which have a significant impact of transaction have been extracted; Using correspondence analysis and Binary Logistic regression analysis of SPSS 13.0,the relationship between the 8 factors and the transaction has been discussed. In conclusion, based on the order of the importance to the transaction among the 8 factors, Recruitment Scale and Instructions of Young Fashion Woman Brand Retail Salesperson has been established.In order to verify the assumption 4, using SPSS 13.0,the relationship between the personality trait and the behavior of the 120 valid cases has been interactive analyzed. Using independent-samples T test and frequency analysis of SPSS 13.0, the feature of behavior among the salespersons with different personality trait has been summed up.In conclusion, Form of the Feature of Behavior among the Salesperson with Different Personality Trait has been established.