The Consumer Behavior Study Of Bamboo Fiber Product In Hangzhou Based On Segmentation Of Life Style

Underclothes, hoses and T-shirts have been a new favor in the textile marketing. Huai lan Liu, a vice director in China Textile Industry Association and Industry Ministry, and some other experts pointed out that there is an enormous potential in the marketing of bamboo fiber textile, and there is a trend that customers will buy more and more bamboo fiber textile in stead of cotton textile. Of course, the competition in the textile marketing will become more and more competitive, and the survival and development of the manufacturers of bamboo fiber textile will be influenced by how they face with and deal with the trend and the competition. Those companies should stand higher and look further, and they should know about what kind of customers will buy bamboo fiber textile and make effective marketing strategies. With the growing personalizationing consumer behavior patterns,life style has become an important factor which has much influence on the consumption of apparel. Life style segmentation has become an effective approach to identify distinct categories of the specific market. In virtue of the consumer life style segmentation and the discrepancy analysis of different consumer group during their perchance decision,the author constructed some marketing strategies.Firstly, by analyzing the background and meaning of the research, the author presented the main research content of papers and described research methods and processes, as well as research difficulties and major innovation points .Secondly it was the review of related literatures which were mainly about consumer behavior,market segmentation,life style,product attributes,product life cycle and bamboo fiber textile. All those literatures established the theoretical foundation for the article. When it comes to the empirical study processes, based on research content and related literature review, the author selected the consumers of bamboo fiber textile of Hangzhou as the empirical object, and proposed the whole frame work of the research. Then the writer introduced the variables and the interaction between them,and analyzed the research presumption,questionnaire design,sampling design,investigation method. After that there was the analysis of questionnaire data:using factor analysis and cluster analysis to the lifestyle factor,using chi-square test analysis to three variables of demographic attributes, purchase decision-making process and product attributes evaluation. Based on an analysis, the article reached the following conclusions:(1) the consumers of bamboo fiber textile can be divided into two main consumer groups; (2) there were significant differences in some of the demographic variables between two consumer groups; (3) there was a significant difference in the purchase decision-making process between two consumer groups; (4) there were significant differences in some of the evaluation of product attributes between two consumer groups.Finally based on the characteristics of various consumer groups and the validation results, the writer put forward concrete proposals of the marketing strategy from the demand awareness, information gathering, option evaluation, purchase decision-making these four aspects.