The Research On Consumer Behavior About American Style Furniture

This paper takes EKB mode as the theory frame, and regards the variable of AIO live form as the base of market segmentation. It takes the variables of products attribute and vital statistics as devoted variable. Moreover, it takes consumers' basic behavior and attitude variable as the description factor of the consumer behavior. American furniture market is subdivided by consumption characters. After summing up and analyzing, this paper summarizes the characteristics and strategy about each segmentation market. This research takes the way of questionnaire investigation, including field research, on-line research and the mail way.Through analyzes and probes into consumer's behavior of American style furniture in Shenzhen, which subdivided by lifestyle, makes it practical significance on marketing tactics. Useing the factor analysis and the cluster analysis divide the 1028 questionnaire samples into four communities:The community one is the new tide individuality race; The community two is the fashion savors race; The community three is the reason culture race; The community four is the discrete conservative race. At the same times,this paper uses Spss,Excel etc. software to carry on the statistical analysis; uses the cross tabulating analysis,the graph description,the letter validity examination and the card side examination etc. to carry on system's analysis about the survey result. It is described and analyzed at the difference between consumer community's characteristic and the behavior special characteristic. Understanding the consumer aspiration at present stage in order to decide the goal consumers.Through analyzes consumer's characteristic of various communities to draw the following conclusion:The community one are young and their income are not very high. So factory should use the depreciting promotion strategy of the high-end products and research and manufacture the American style individuality furniture which suit to the young people community; The community two are faver to the fashion and tastes, and have certain economic capacity. So it is important to promote American style products which have the high-grade and high price,distinctly and following tidal current; The community three are paying great attention in the product function,the culture tastes and having certain economic basis. So should promote the furniture which has the cultural connotation and the comfortable American life style; The community four are elder people whose income are not very high, and they are careful in purchase,but they are partial to the traditional culture.Therefore the middle fair pricing or the promotion strategy of the high-end product should be take to manufacture furniture which aims at certain age person, having the collection value and the cultural connotation.In brief, the market of American style furniture locates in middle-aged, the high-end expense crowd, who are partial to the traditional culture and pursue quality of life and the taste of life. Present, it already has certain approval in Shenzhen market, and has the very vide market in the future. So it is worth studying and developing.