The Analysis Of Laundry Detergent Purchase Intention Factors Of80’s Only-Child Generation

As the first Only-Chile Generation (OCG) since China’s reform and opening up policy,80s is a big group with unique features. They’ve not only been a major concern in our society, but also the subjects that academics and business are positively studying. Now,80s OCG is gradually growing up to be the mainstay in domestic consumer market and own their families. Undoubtedly it’s an emerging market full of chances and challenges for most household detergent enterprises.We have the concentrated liquid detergent (CLD) as the object to study80s’ purchase intention factors. Based on80s’characteristics of consuming behavior and Howard&Sheth Model, we collect the data about influence factors of their purchase intention and create the initial research model. And in accordance with document literature and Focus Group Interview result, we concretize either the research model or the hypotheses, and then focus on factors which could affect80s OCG’s trial and daily purchase intention. On basis of that, we conclude their consuming psychological characteristics.We conduct the questionnaire survey through online and offline channels and finally retrieve260valid questionnaires. Then we use SPSS20.0to carry on empirical analysis and come to a conclusion:the factors such as cleaning awareness, advertisement, perceived quality, convenience, price, and household monthly income will affect80s’ trial purchase intention, while their daily purchase intention can be affected by factors such as perceived quality, brand, packaging, hygienic awareness, convenience and advertisement. And based on that, we summarize that80’s OCG emphasize on group factors such as personality consumption, fashion consumption, brand, convenience and advertisement.The research conclusion has some practical reference value for detergent makers who face the replacement by new consuming generation to run better in market forecast, marketing transition and profit improvement.