The Analysis On Different Groups Of Their Clothing Consumption Preference Offline For Middle-aged Female

Clothing is as the necessity in life, the basic function such as "keeping warm and covering bodies" alreadycannot satisfy the demands of people, they pay more attention on real wearer’s identity and spirits which showsthe characteristics of age and culture ambience etc. Accordingly, consumers’ demands for clothing havedeveloped into diversification, differentiation and personalization, the attitudes towards dresses shows ondifferent types and traits, their purchase habit of clothing has transferred into getting satisfaction in psychology,instead of pursuing quantity only. Then, it puts forward higher standards and requirements for clothingenterprises. In addition, the objective factors such as production structure, consumption patterns, occupationdistributions, terrain, climate, per capita income and others have discrepancy in different cities and regions,the personal factors of different occupation, ages, culture level and income can also affect clothingconsumption. Therefore, it’s very necessary to take research on different groups of their clothing consumptionpreference offline for middle-aged female.This paper is on the basis of clothing consumption behaviors theories, it makes research on the relevancebetween female’s attention for commodity property and personal feature, fully discusses the difference on theirpreference for commodity’s inner and outer property in different personalities, and it also studies on theattitudes towards clothing consumption for each group in the same line. This paper is researched by makingquestionnaire, it’s mainly divided into three parts. For the first part, that is about the basic background andclothing consumption situation of the investigators; For the second part, that is about consumers’purchasemotives and the importance of their attitudes towards inner and outer attributes of clothing; For the third part,that is about customers’preference on clothing consumption. Through above three parts, I’ll make deepinvestigation on clothing consumption behavior of the middle-aged women. Using SPSS analysis software,firstly, I make use of the factor analysis method to extract main factors according to the data based on thedifferent importance of middle-aged women’s attitudes towards the essential attributes of apparel, that isquality factor, practical factor and popular factor; Then, divide women aged30to45into three categories byusing clustering analysis method based on data which show the different importance of their attitudes towardsapparel’s inner attributes, that is mass type, quality type, and fashion type.After that, I make a comparison ontheir different attitudes towards apparel’s inner attributes by Duncan analysis; At the same time, I contrast thedifference they show on individual characteristics for three kinds of groups; Finally, summarize the threegroups’consumption features they shows on clothing consumption propensity by cross analysis method. This paper wants to get the relevance results between individual properties and consumption behaviorthrough research. Subdividing consumer market can help clothing enterprises have obvious target indeveloping and promoting products, it also can improve their products’competition in the market.