Study On Self-Consciousness And Handbag Purchase Of Postgratuate Women In Shanghai

In recent years China’s Handbags market has had a rapid growth and it has became very important to understand and analysis the behavior of the females who buy handbags, nearly a decade there have been a growing number of female postgraduate student and they have became potential consumers. In this article with the Angle of self-consciousness in psychology of Clothes designing to study the elements of female postgraduate students in Shanghai and presented some design recommendations which has some theoretical significance and practical value.Purchase factor based on self-awareness audience and methods of social psychology theories and come to an conclusion that between the female university postgraduate and handbags purchasing and from private self-consciousness consciousness and public awareness two levels have an in-depth analysis. Secondly, in order to grasp the criterion of bags purchasing the article provided several design concept which expects to have a little inspiration to the handbag consumer industries.In this study, the following conclusions:(1) Bags propensity in buying increases with the enhancement of self-awareness. Most of the higher self-consciousness of female postgraduate students in Shanghai have a tendency to purchase bags, female postgraduate students are the potential handbags consumers.(2) Fashion, attractive design style, fabric, color, texture, quality and whether it is easy to take care of other than the brands are the seven primarily elements of female postgraduate students in Shanghai are focus in buying the bags.(3)Both the high private Mass Consciousness and the high public awareness groups have a high concern for handbag fashion. Also that despite the different popularity of the handbags the audience have the tendency to buy the latest fashion bags in handbag purchasing is not very high. Comparison between the fashion degree and quality, most of the female postgraduate students believe that quality is more important.(4) Private consciousness groups have an increasing trend of caring for the colors and styles of the bag, and the public awareness groups are not consistent with the public awareness in the colors and styles of the handbag which have a higher consciousness attention.(5)Found that the attention of the fabric material for the handbag high is high in the self-awareness groups, and low self-awareness groups have a lower Fabric Material attention, but when comparing the quality and fashion degree, most of the audience believe that quality is more important.(6) Both the high private consciousness and the high public awareness pay a heavy attention to whether the handbag is easy to be taken care but when they are faced with their favorite bags the elements of whether is easy to be taken care of becomes less important specially when individually asked "whether to buy hard take care of the bags "item" uncertain "account for a large proportion of the number.(7) Analysis on the handbag designing strategy of female postgraduate students in Shanghai including:① Female postgraduate students stressed that comfort is more important than fashion degree in a handbag, so that not only focus on the fashion sense but also quality of the handbags; ② Designer should concerning more than the leather appearance but also its texture needs to look good which requires the craftsmanship of the handbags need to be sophisticated, and the female postgraduate students prefer the use of imitation leather handbag for a very good texture and a relatively low price; ③ The female postgraduate student handbags designing still promotes a simple and generous design; ④ Style designing is still more important than fabric choosing and if the designers need to design with some kind of leather that is hard to take care of then an engaging style would help them to ignore the fact that it is difficult to be taken care of.