Research On Influencing Factors Of Parents Purchasing Decisions Of3-6Years Old Children’s Clothing

With the rapid growth of the number of children in China,as well as the promotion of the children’s position in the modern family, the children’s clothing market has risen r-apidly,and brought good opportunities for the development of a wide range of children’s clothing enterprises. But many clothing products don’t match the real needs of consumers. In order to make the product closer to consumer demand and to better guide the formul-ation and implementation of the marketing strategy, to improve the market share and mar-ket competitiveness of the product or service of enterprises, Zhejiang Semia Clothing C o.,Ltd.and Zhejiang Sci-Tech University cooperate a research "based on the children’s pa-nts product technology development" about the brand of balabala, on children’s clothing consumer behavior.Taking the research as the basis, to the domestic big cities preschool (3-6years old) parents of children’s clothing purchase decisions influencing factors. This article is based on the perspective of children’s clothing companies to develop products, expand the market, draw relevant conclusions and recommendations.This is a great refere-nce value for the children’s clothing business R&D products and develop marketing strate-gies.Through access to literature, consumer-depth interviews and actual demand, we build a children’s clothing purchase decision model.1510valid questionnaire samples were obt-ained in eight representative cities(Beijing, Shenyang, Xi’an, Zhengzhou, Changsha, Guangzh-ou,Nanjing, Chengdu)of the seven regions in China. The statistical analysis software SPSS17.0is used to parsed data, mainly using univariate frequency distribution analysis, the mean and standard deviation analysis, analysis of variance, the independent sample more K-W test method, factor analysis, correlation analysis, contingency table analysis,etc. From a consumer background characteristics(including parents and children characteristic factors) and internal factors(including parents psychological characteristics factors and cognitive fa-ctors) and external factors (including corporate marketing factors, environmental factors, and situational factors), this paper analyzes the purchase decision-making behavior of the parents of the children’s clothing, and explores the impact of the different characteristics of the factors under the influence of consumer background characteristics and regional va-riables. Get the following conclusions:of the domestic large cities,the main consumer of3-6years old children’s clothing is the parents between the age of26-35, mainly31-35years old, and has a Degree or Diploma; most parents emphasis on children’s clothing st-yles, fashion, and desire for a certain product innovation, but different regions of accepta-nce of the new products are different, at the same time parents have high product quality and comfort requirements;56.5%of parents tend to buy branded products, but not enough awareness of children’s clothing brand, most trust word-of-mouth publicity, followed by t-elevision advertising and shop window displays information; parents are more concerned about the price, easy to be attracted by the promotional information, more interest on g-oods collocation, and consider the views of the child; factors for regional variables and consumer background characteristics have a certain impact on the buying habits and psyc-hological characteristics of the parents.In this paper, based on the above conclusions, we put forward some reasonable prod-uct development and marketing proposals,and provide a reference for brand building and market development of children’s clothing business.