Research On Clothing Consumer Behavior Of Women Aged25to40

The clothing market of female is a very broad market, women aged25to40is a largeclothing consumer group who has tremendous potential and spending power, as well as the rapiddevelopment of e-commerce，many apparel companies developed online sales channels. Butdemand and requirements of consumer is different, these differences sources in consumerbehavior. Currently research on this consumer group about comparative analysis of online andoflfine is rare. Therefore，making comparative analysis of consumer behavior about online andoffline in female aged25to40has practical guidance signiifcance for apparel companiesdeveloping online and oflfine channels.Through literature research, depth interview, market research data analysis and fuzzyintegrated evaluation, Do compassion and analysis about consumer behavior online and oflfinein female aged25to40. Through the study found that, women aged25to40is different fromother age paragraph of female in basic characteristics. And more research in other subjects, suchas children，students. Therefore this article will be women aged25to40as the research object.Based on this consumer group, who has experience online and oflfine，making a questionnairesurvey, Study from consumer behavior online and offline,doing quantitative analysis from fouraspects,including demographic characteristics,clothing consumer online and oflfine，attitude ofclothing purchases towards online and oflfine and satisfaction of clothing consumer online andoffline. The conclusions are as follows:demographic characteristics has a certain inlfuence forclothing consumer behavior online and offline,women aged25to40common be fond of offlineconsumption,young women and students choose online consumption,nature of work,status ofincome and level of education have great effect in clothing purchase way and price of clothes;There is a big difference in clothing consumer behavior online and oflfine,especially in price andpurchase time,the research object can accept price range is generally below400yuan ofonline,with wider range of oflfine，the probability they choose festival and holiday is muchhigher than offline;attitude of clothing purchases towards online and offline also havedifferences，It exists signiifcantly differences in category, price and the wearing clothing rate; The factors of consumer satisfaction is different in weight，in the ifrst level factors,productquality is the most important for online both and oflfine,in the second factorconcentraiton,payment transaction security,price,logisitcs and distribution is the most importantfactors in online consumption,shopping environment^quality of clothes,service of guide is themost important factors in offline; for same brand, the satisfaction level comprehensive evaluationhas difference，The online evaluation of the level is lower than oflfine，Online evaluation level is“general”，Offline evaluation grade is "better".Quantitative analysis in this paper are analyzed about differences in detail from the point ofview of women aged25to40clothing consumer behavior online and offline，the conclusion hasgreat reference value for exploring enetrprise’s online marketing.