The Empirical Research On Female Consumer Behavior Of TV Shopping Channel

The empirical research on female consumers'behavior of TV shopping channel is the weak link of the domestic correlative research. Ignoring market survey and the demand of female consumer is the main factors that restrict television shopping channel to make the right marketing strategy to get economic benefits. In view of this fact, this paper, by applying the survey method, conducts an empirical research on the variables including the female consumers'products preference of Changsha HAPPIGO TV Channel, and their attitude on the television shopping channel and TV shopping process, then makes a through analysis on the data .The Empirical Study of this article is divided into three steps, first of all, demonstrated the results of the questionnaire with various forms of table and graph, i.e., with frequency tables, ranking tables, histogram, pie chart and other forms of the questionnaire, intuitively showed the respondents'answers about 10 research questions, and analyzed and explored them one by one. Then, using the methods of hypothesis-testing, correlation analysis and etc., throughly analysed the inner contact of relevant variablesl, reached a conclusion through analysing the data with the SPSS statistical software. Finally, on the basis of the results of empirical analysis, proposed certain advices for television shopping channel marketing to achieve the practical significance of this study.The result of the survey showed that: 1. The most possible products that the female consumers tend to buy through the TV shopping channel, is the household commodities followed by household appliances, next is beauty and skin care products. Meanwhile, mobile communications, digital products are most attractive for female consumers under 20 years old. 2.In geneal, women tend to buy daily necessities through television shopping channel, and are postive to the prospect of TV shopping channel.3. The major female consumer group of TV shopping channel is the women whose age is from 20 to 40, who have the higher consuming capacity, more active consuming attitude, and spending more. 4. Among nemerous factors impacting a female consumer on decision-making of television shopping, such as TV shopping channel recording and broadcasting the programs, product quality, product price, promotional activities and after-sales service etc., the factor of price accounts more than any other, for most women felt that the products price in a television shopping channel is not cheap indeed.