Clothing Consumption Behavior And Design Strategy For Aged People In Zhengzhou District

By the end of 2004, the number of aged people, who are over 60-year-old, has reached 143 Millions, which counts over 10.97% of national population in China. Henan, one of the largest population provinces in China, has been entering an aging society, with its extent of aging population has risen to 8%.This huge segment of increasing aged consumers consists a potential market with essential opportunity for apparel industry. However, the development and market performance of current aged people clothes are not well satisfied. The main reasons for this unexpected market statue are: 1. insufficient analysis of demands and their consumer behavior of aged people. 2. Lack of targeted clothes design at aged people based on their specific characteristics. This thesis studies above questions, by surveying 400 residents in Zhengzhou District, who are over 60-year-old and represent different economic statues.In this study, samples are randomly generated from target population. Survey instruments were sent in field study, combining with follow up group interviews. SPSS is used to facilitate statistic analysis. Results from this study theoretically explore the impacts of aged people's value system, their consumer psychology, and their consumer behavior on the apparel demands. Then this study illustrated the impacts of aged people's consuming behavior on apparel's style, selection, and price, by using the field studies in Zhengzhou District, analyzed, and classified the characteristics of target population. Furthermore, this study provided rational suggestions for aged people's clothes design and its marketing strategy.