摘要
对杭州中年女性服装消费决策风格进行问卷调查,分析显示:中年女性服装消费决策风格具有以下7个维度:品牌-时尚导向、价格导向、逛街娱乐导向、冲动导向、时间节省导向、注重品质导向和选择困惑导向。利用SPSS的聚类分析将具有不同个人属性的女性分为4类,采用均值多重比较Duncan分析4类群体对各个因子的重视程度,分析表明:各类人群在对待消费决策风格的7个因子的重视程度因其个人属性的不同而各有所侧重。
The clothing market for middle-aged women has a huge petential. Seven factors are detected for the way middle-aged women make their decisions when they buy clothes based upon the questionnaires of the clothing comsuption in Hangzhou city. Seven factors are considered by women consumers, fashion brands, prices, recreation in shopping, impulsion to buy, time-saving, high-quality and confusion of choice. The women with different personal attribute are divided into four parts by using cluster analysis of SPSS software. Adopteing the Duncan analysis to research into the four groups＇ recognition degree to each factor, the analysis shows, as the different personal attribute, every group shows different recognition degree on treating the seven factors of consumption decision-making process.
出处
《浙江理工大学学报（自然科学版）》
2009年第3期359-363,374,共6页
Journal of Zhejiang Sci-Tech University(Natural Sciences)
关键词
中年女性
服装消费
决策风格
市场细分
middle-aged women
clothing consumption
consumption decision-making style
market segmentation
作者简介
作者简介：胡娟（1984-）女，四川绵阳人，硕士研究生，主要从事服装市场营销与消费行为的研究。
