Investigation And Study On The Consumption Behavior And Influencing Factors Of Public Badminton Sports In Chengdu

Badminton is one of the small-ball items. As more and more people pay more attention to the health, and the increased consumption of badminton enthusiasts in Chengdu, just a few years the arena increased from a few to dozens, this prompting the badminton sports consumption industry into rapidly development. The regional badminton club market of Chengdu flourishing, however, there are also a variety of professional clubs with uneven level, and their operating conditions are not ideal. Therefore, this paper taking the consumers who participated in the popular badminton sports in urban area of Chengdu City as the research object, through the literature data method, questionnaire survey method, mathematical statistics method,logic analysis method, on-the-spot investigation method to analyze the consumption behavior. Most consumers are in line with the concept of health to exercise, some of the consumers are influenced by interests, some are influenced by friends and neighbors,some are public activities organized by companies to social interaction, exercise, etc.,some are required by the leader or the corporate culture, and some enthusiasts in the form of club, holding the spirit of "happy exercise, with ball and friendship, healthy living, improve together" to spread the badminton sports and consumption, strengthen physique, also make friends with all badminton lovers.The results show that:(1) In Chengdu, the badminton consumers are in all ages,mainly in the age of 29-39 with overall quality, highly educated of undergraduate accounted for 46% and the men more than women. These consumers are mainly the staff of national institutions or enterprises, which have a stable job with higher income,and they aim to exercise and cultivate interests, so their persistence is much better.(2)The consumer awareness needs to be improved, and the structure is unreasonable, the overall satisfaction of the market use "general" "basic satisfaction" as the evaluation, the impact has positive factors and negative factors, consumers should consume according to their own actual conditions in scientific and rational way.(3)To improve the enthusiasm of consumers, it is necessary to get the propaganda and support from government, strengthen the professional level of the coaches, improve the service level,and develop a consumer demand which is suitable for different people to take part in.According to research the situation and existing problems, the suggestions on rationality and feasibility are advised to the badminton related managers, operators and consumers, this in order to make a theoretical basis for improving the consumption behavior of consumers, so as to establish a complete sports consumption market.