纺织学报 ›› 2015, Vol. 36 ›› Issue (10): 161-166.

• 管理与信息化 • 上一篇    下一篇

源自生活形态的女装市场细分及其消费特征

  

  • 收稿日期:2014-08-27 修回日期:2015-06-25 出版日期:2015-10-15 发布日期:2015-10-12

Women's fashion market segmentation and consumption characteristic from perspective of lifestyle

  • Received:2014-08-27 Revised:2015-06-25 Online:2015-10-15 Published:2015-10-12

摘要:

针对女装市场从生活形态视角进行市场细分研究,以期为企业进行精准营销提供依据。以杭州女装消费群为研究对象进行问卷调查,通过因子、聚类分析,划分出享受奋斗型、居家时尚型、理性自信型和随意现实型4个消费者细分市场。然后通过对人口统计因素和消费行为因素进行卡方检验,研究不同消费群类在年龄、职业、消费行为、购买意愿上存在显著差异。最后对各消费群类与人口因素及消费行为间的联系进行了对应分析,从而勾勒出杭州女装市场各消费群类的典型特征。

Abstract:

This paper studies the segmentation of the fashion market from the perspective of lifestyle to support the marketing strategies for fashion enterprises. Through factor analysis and K-means cluster analysis, the paper divides Hangzhou fashion consumers into four groups including enjoy shopping and enterprising type, family-loving and fashionable type, rational and confident type, passive and complacent type. Next, the paper studies the demographic factors and consumer behavior using chi-square tests, and draws a conclusion that life-styles of different market segments are quite different in age, occupation, purchasing behavior and purchasing intention. Finally, the paper outlines the typical characteristic of the different groups by correspondence analysis.

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