Female Sports Consumer Purchase Decision-making Style And The Relationship Between Self-concept

In recent years, the rapid development of China's sports industry, particularly the successful hosting of the Beijing Olympic Games and promote people throughout the country put into physical training activities, the sports consumption has also experienced rapid growth in the sports industry will become the future of an important industry for economic development.Women's sports consumers as an important consumer group, and will be the largest potential consumer base. For women because of gender-specific roles and social roles and male groups, there are significant differences in consumption, so select the women's sports consumer groups as the research object, with a strong theoretical and practical significance.In this paper, consumer behavior point of view, respectively Yang Xiaoyan (2002) Chinese women's consumption of Self-Concept Scale, and Sproles (1985) of the CSI scales, consumer spending on women's physical self-concept research and purchase decision-making style, through the design of survey questionnaires, and questionnaire distribution, using the SPSS 13.0 analysis of self-concept of women's sports consumer spending on the existence of the various dimensions of age, occupation, marriage or not, income, education differences, to explore women's sports consumer spending and the structural characteristics of self-concept of analysis of the various dimensions of consumer self-concept and purchase decision-making style, whether there is significant correlation between the. Analysis of women's sports consumers in the purchase decision-making style of the cluster grouping, based on the analysis of the different characteristics of women's sports consumer groups. For the women, consumer spending behavior and the theory of consumer behavior of Chinese women rich, and development in a certain role in promoting.The final view of the above research results, for our country engaged in sales of sports products, sports and workplace management personnel to provide a number of consumer marketing for women's sports proposal.