The Quality Standard Of The Youth And The Middle Aged About Leisure Clothing Market Research On Mental Model

In marketing research, both of the consumer and products are the research objects. The researchers research product features, or study consumer expectations. However, consumer behavior is expected to be linked with the product characteristics, to a greater extent, in order to study the relationship between the two is the understanding of the market.Previous studies in marketing indicated that people usually use quantitative research on a phenomenon assumptions measure, but can not make a comprehensive data mining. Qualitative research is often used to excavate a study of holistic and comprehensive information, and quantitative research for a particular hypothesis established researchers measured.This paper choses qualitative research method, mainly using zmet metaphor elication technology in elderly and middle-aged youth casual clothing market information mining, constructing picture of mental models are compared in figures. The method itself is of a self-test mechanism, interviewing steps occur duplicate content, organizing content that can be viewed, to see whether the two conformed.Experiments carried out at the beginning of the interview, first select for casual wear high degree of involvement of the respondents according to their personal involvement of the scale, in order to ensure the validity of the experimental data. On this basis, the degree of compliance with the standard high involvement of young people and middle-aged people in two aged-group, which every group has 8 as a selection of respondents. By respondents as they wish, from casual clothing itself is not in the picture, choose to represent their own views on the feelings of casual clothing pictures, experiment by way of interviews with researchers. Experiments operator needs the method purpose chains. Kelly grid method to guide the respondents then calculated by means of ISM program to build personall mental models of the map. The consensus map is built based on the adjusted personal mental map. After makig the consensus maps of the two age-groups, compare the maps and analyse the constructions of them combined combined with sensory information obtained during the interview process. This paper proposes the suggestions about the marketing strategy.The result is a consensus map corresponding two age groups of respondents offer. Among them, the youth group of the consensus figure, the pressure can be relieved, several centers better jobs, health, self-confidence and other constructs, on behalf of the consumer perception of casual clothing; the middle-aged group consensus figure to success this construct the center, representing the middle-aged consumer groups demand for casual clothing, want to have a good social relations, while improving the self in order to achieve a better work purposes, they believe a harmonious family life requires a successful career as a guarantee.