Nanjing Female Sports Consumer Behavior Research

This dissertation referred to large quantity of literatures and documents, applied several research methods, such as the questionnaire, statistics and logical induction, made a micro analysis of the sports consumption behavior theoretically, and did an empirical research on the sports consumption behavior with the females in Nanjing city as object. The conclusions are obtained as follows:1. The exterior environment of Female sports consume ( regard economic index sign in Nanjing City as to consult) in Nanjing City , places in the lead position in domestic, province.2 .Investigation results show that 94% of the females think that sports consumption is very normal and can promote the health, only have 6% female think that the sports consumption can promote the living quantity, personal status with to the investment of the for life cost; 86.5% female have the will of the increment sports consumption, among them, the need of the participate is tallest; The main motive factor is in order :The leisure and entertainment factor, appreciate beauty factor, social factor and physical health factor.3. 80.5% of the females level with sports consumes is below 100yuan consume, their sports consumption types are divided into material object consumption, participation consumption and appreciation consumption. Among them, material object consumption is mostly chosen, followed by participation consumption.4. Near half of the females are not satisfied with their sports consumption. When they suffer the dissatisfied consumption, 78.4% person adopt for complaining or advising the companion with the negative measure .5. This dissertation has analyzed the factors influencing their sports consumption behavior and come to the conclusion that individual factor, environment factor, propaganda factor and sports market factor are the essential factors influencing sports consumption behavior of female in Nanjing city.