Study On Clothing Consumption Behavior Of Young Women In Shanghai

With the development of our country economy, the Chinese People's living standard improves day by day. At the same time, the living quality become more and more important to most Chinese people. As the essential part of our life, clothes demands present diversification, differentiated and personalized trend. The attitude of clothing consuming shows different type and characteristics. Meanwhile, more and more abroad clothes brands swarm in our country. The local clothes producers are facing such huge challenge and chance that haven't been before. In order to win in the competition, we must seriously study the target areas, the target consumer behavior and demands. We must recognize their consuming mode, the factors impacting their purchasing behavior, and how the factors impact.In order to find out the women spending mode, reveal the factors impacting way, and give some useful inspiration to local clothes business sectors. The paper take the clothes consuming mode as the main research content, take relations research, measurement study, decision factors, and regulating factors as the main line. I discussed measurement and models in the paper.Firstly, put forward the model assumptions based on the traditional theories of consumer behavior and clothing consumption characteristics. Then designed and distributed a questionnaire, arranged the questionnaire data recovery requirements; thirdly, used SPSS14.0 to deal with the data and discussed the hypothesis; fourthly, use frequency analysis method to figure out consumer behavior characteristics. Finally, concluded the conclusion of the study and the corresponding enlightenment.Through the study process, we obtained the measuring scale of women clothes spending behavior, the determining factors, and the adjusting factors; gained the impacting path and the degree of the four determining factors' influence, and three adjusting factors; gained some clothes consuming characteristics of young women in Shanghai. I hope these conclusion be useful to the local clothes business.