Based On Consumer Motivation Apparel Purchase Decisions Empirical Research

Chinese domestic consumption is growing, to the clothing enterprises businessopportunities as well as challenges. In a stable social structure inside, the largestproportion of the middle class. But now, the Chinese middle class size is too small,resulting in many economic and social problems. As China’s economy continues todevelop, class issues will be faced with China’s future economic and socialdevelopment of a strategic task, we must continue to deepen reform, to takeappropriate economic and social policies, so that the size of the middle class societyrapidly expanding up. So, the middle class in the domestic apparel consumer marketwill become increasingly large proportion of the domestic garment enterprises, tograsp this part of the consumer group is very important. Therefore, the study in theclothing they buy consumer behavior will have great significance.Study consumer behavior clothing middle class need to investigate theirpurchasing decisions clothing style, because the purchase decision-making style is notonly the most direct response to their consumer behavior, and consumer purchasingdecisions can reflect the different styles of their different consumer motivation, moreconducive to in-depth understanding of the middle class and consumer behavior. Inthis paper, the middle class as an object of study, focusing on consumer motivationfrom the consumer’s perspective on clothing apparel buying decision behavior werestudied, starting from consumer motivation, consumer apparel buying decisionbehavior empirical research, exploration spending by clothing purchase decisionbehavior and consumption motives relationship between the two, the middle class tounderstand the characteristics of the consumer motivation, to a certain extent, validfor garment enterprises in the market segments, the future target consumers, todevelop targeted marketing strategy has a great help, hope findings for the clothingbrand positioning, to the customer for effective management and marketing strategiesto provide a reference.In this thesis, the consumer dimension style clothing purchase decisions,consumer motivation for empirical research. The different consumers in Hangzhou conducted a questionnaire survey with SPSS16.0statistical software for dataanalysis. Through exploratory factor analysis, frequency analysis, correlationanalysis, anova, cluster analysis and other methods, the results are:1．Factor analysis of consumer apparel buying decisions are divided into sixcategories, namely: the brand-oriented, entertainment-oriented, fashion-oriented,price-oriented, select the confusion oriented, time-oriented convenience. Consumerspending moving machine is divided into five categories, namely: physiologicalneeds, safety needs, social needs, esteem needs and self-actualization needs.2．Correlation analysis found that consumers purchasing decisions clothing styleand consumer motivation in part on factors showed a significant correlation.3．The effects of different age and income differences in the purchasing decision,the results showed that consumers purchase decision in the year of birth, monthlyincome, there was significant difference. Different age groups of consumers inconsumer motivation no difference in physiological needs, safety needs, social needs,esteem needs, self-realization there are differences in demand; different income levelsof consumers in the consumer motivations are different.4． Cluster analysis of the results obtained four types of people: the first class ofpeople in the "brand-oriented" one of the most significant; second type in the "Selectconfused oriented" one of the most significant; third class of people in the "savingconvenience oriented ’performance on the most significant, in the "brand-oriented"performance on the least significant; Type four in the "entertainment-oriented"performance on the most significant.5． The different demographic variables in the purchase decision-making styleexhibit different characteristics.6．Based on the crowd apparel purchase decision after clustering, conducted itsanalysis on consumer motivation. Four types of groups in the physiological needs,social needs, esteem needs, self-actualization, security requirements on bothsignificant.