Modeling Research On Children Apparel Consumption Tendency Of China’s One-child Parents

In recent years, children’s clothing trend rising trend in our country, children’s clothing consumption continued to rise. As countries in "separate two foetuses" policy loosening, also brings new opportunities for development of children’s clothing enterprises in China. At present, since 80 began to enter the examination of age, they have become the main force of Chinese children’s clothing consumption. According to the report, in 80 after more than 60% of people are only children, due to their own growth environment is superior, lifestyle and consumer behavior are linked to the older generation of parents and there is obvious difference between the only children so this part for special groups, study them after when the parents of children’s clothing consumption could show how the consumption tendency of research is very urgent and necessary.This paper takes the one-child and consumer behavior related theory as a foundation, draw out type affect the one-child parents children’s clothing consumption tendency of each variable indicators hypothesis. In 80-89 only-child born in the year of the parents as the research object, through qualitative research and quantitative research two kinds of methods, launches the research work in the seven cities. Using SPSS statistical software for survey results of variance analysis, correlation analysis, frequency analysis, the mean, standard deviation analysis, etc., discusses the various areas of the one-child parents consider the what factors when you buy children’s clothes, which will present a propensity to consume. According to the result of empirical study, and eventually build up China’s one-child parents children’s clothing consumption tendency model, for the children’s clothing enterprise in product design and development and brand promotion offer effective reference for the information.