Empirical Study On The Influence Of Women's Hedonic And Utilitarian Attributes On Consumer Satisfaction

As the world's largest clothing producer and consumer,China's total retail sales of clothing increased from 587.4 billion RMB to 14,43.3 billion RMB in 2010-2016,with a compound growth rate of 16.16%.Under the background of economic globalization,attracted by the huge development space of the domestic clothing market,international clothing brands adopt the global operation strategy to enter the Chinese clothing market.At present,China has become a major competitive market for international fast fashion brands such as UNIQLO,H&M,ZARA,GAP and C&A.The entry of international clothing brands brings huge competitive pressure to domestic clothing enterprises on the basis of the flourishing of domestic clothing brands.While the competition between women's wear brands at home and abroad is becoming increasingly fierce,the development of China's women's wear industry has entered a mature stage,and the phenomenon of homogenization has brought severe challenges to enterprises.For the technical threshold and material threshold of the garment industry are relatively low,with the wide application of advanced production technology and the convergence of fabric quality,the homogenization of clothing production is becoming more and more serious.How to ensure that clothing products meet consumers' personalized,fashionable and high-quality needs of clothing consumption,and how to construct irreplaceable product experience have become the most concerned questions of clothing brand operators.The answer to this question is still based on the products themselves.The product attribute is the value that the product can meet the needs of consumers,and the set of product attributes is the value embodiment of the product.Product attribute decision is an important decision faced by enterprises in product positioning and development.According to the modern marketing concept,the whole operation process of an enterprise from the production to the end of the product life cycle should take consumer demand as the core,and consumer satisfaction as the goal is the standard to measure the success of brand operation.The product attribute decision oriented by the target consumer satisfaction puts forward the directivity for the women's product attribute decision.The core problem of product attribute decision-making is what attributes should be possessed by products developed by enterprises and what quality level should be achieved by various attributes.To answer this question,we should always take target consumers as the decision-making basis and consumer satisfaction as the measuring standard.Women's clothing industry are analyzed in this study,women's dress industry in transition characteristics of consumers,a summary out young female consumers for women's characteristics and homogeneity product attribute preference transfer under the background of the enterprise differentiation competition key points,and on the basis of combining the theory of product attributes,customer satisfaction,to explore the product pleasure,utilitarian attribute to the consumer satisfaction differences affect the mechanism of action,set up for young women in today's China women's clothing market consumer product pleasure,utilitarian attribute affect customer satisfaction model.Through the market research on female consumers,the design of relevant questionnaires,the development of quantitative research scale,the use of SPSS21.0 mathematical statistics software for statistical analysis of the survey data of the positivist research method,the model is verified.The empirical analysis shows that compared with the utilitarian attribute,the hedonic attribute has a more important impact on the customer satisfaction of women's clothing,and provides reasonable and effective Suggestions for brand operators to make product attribute decisions through the empirical analysis.