Qingdao Casual Wear Consumer Market And Consumer Behavior Empirical Research

Rencently years,with the development of the living standard of the people and the change of ways of spendings,the life style of people are gradually developing along the line of leisure.The demanding of consumer for casual clothes is on the rise,the type of clothing is also becoming more and more along with the subdivision of the target market. The casual clothes have become indispensable parts of our daily life.The clothes producers are facing such huge challenge and chance that haven't been before in our country.The large numbers of garment enterprises focus on the consuming behaviors.In order to stand out in many enterprises,we must seriously locate the market,recognize the spending habits of the target market and the focus group.We need to get a full understanding of their consuming mode.In order to have a orginal idea for the consuming behavior of clothing,I have thumbed through a lot of related reference materials and summed up the pattern and mode of consumer behavior.Put fordward the new model and theory assumptions which should suitable for the clothing consuming behavior based on casual clothing consumption characteristics.In order to test for the accuracy of the new mode of clothing behavior,the paper take the Qingdao casual clothing market as the target market,take the Qingdao consumers as the main research object.Then,design the questionnaire,adopt the empirical study,used SPSS to deal with the data.The investigation contains the following main parts:descriptive statistical analysis of Qingdao consumer personal elements;the analysis of influence of casual clothes marketing factors on consumer behavior;the analysis of the factors on consumer purchase motives;the analysis of influence of marketing environment of the casual clothing on consumer behavior.Through the analysis of these aspects,we obtained the corresponding conclusion,found the characteristics and mode of casual clothing consumer behavior of Qingdao.In this paper,the research data and results can provide very abundant information and materials for Qingdao's and nationwide casual clothing market even the whole clothing industry,thus effectively help the enterprises understand the consumers and carry out reasonable marketing strategies;at the same time,it is of great pratical significance to enrich the framework about the consumer behavior theory.