Research On Consumer Behavior Of Home Textiles Based On Lifestyle

As one of the terminal consumer goods of the textile industry, home textiles have a huge consumer groups, Strong domestic consumer demand stimulates the rapid development of the textile industry. After many years of development, the domestic textile brand continues to grow and tends to saturation, The textile industry competition is becoming increasingly fierce. At the same time, the consumer’s consumption patterns and concept is changing, the change of consumer demand makes the textile enterprises to extend the existing brand to all segments of the market, to meet different consumer needs. This will involve the market segmentation, the target market and target customers choice, all the research focus on consumer research.The essay adopts random sampling method to investigate the consumer’s lifestyle and consumption behavior of 20~55 years old, SPSS19.0 software is used to carry out the reliability and validity test. Through factor analysis and cluster analysis, the characteristics of different consumer groups are divided, and the demographic characteristics and household consumption behavior characteristics are summarized. According to cross frequency analysis, a detailed description of the various segments is described, which shows that there is a significant difference between the demographic variables and consumer groups. Textile consumers were divided into six categories, namely: Fashion chase, Passive consumer, Brand chase, Composite consumer, Cautious consumer and Personalized experience. According to different types of consumers, It can summarizes its demographic characteristics, and the corresponding marketing suggestions.Research results have guiding significance for the textile enterprises, Home textile enterprises can develop suitable products for different consumer groups, enhance the competitiveness of enterprises, meet market demand, and response to market competition.