I. Introduction:
this, Huangzhou training we investigated 80 male and 20 female consumers of the consumer. Their ages mostly in the 16-25 years old.
After investigation we found that most consumers Huangzhou consumption levels between 100-150. But part of the consumer can accept slightly the $ 150-200 price. Moreover, consumer demand for quality clothing is very high, most of them find knitting and blended. However, the place for selling clothes that consumers are more willing to go to the store or business street. For the choice of clothing consumers pay more attention to choose more leisure and decent clothes. Particularly important that we find Huangzhou for online shopping consumers do not fully understand, or even worse no heard of online shopping. Requirements for the brand is not very high.
The survey Huangzhou
we also recognize the need for online shopping we vigorously for our online shop that is an extension of the market in terms of opportunities, but also our efforts to create a market, Open Huangzhou the
this survey for us this is just a simple description, the following is our detailed analysis of this survey.
two main elements:
1, the background investigation
from the whole: the apparel industry with cheap labor resources and strong industrial supporting advantages, in the textile and garment industry in the major vendors. With the abolition of import quotas, apparel enterprises are facing unprecedented opportunities for development. Therefore, we need to strengthen the focus of the following aspects: consolidation of existing markets, to maintain export order; potential market share; innovative market; standardization strategy. Export enterprises should do benefits; third is to actively implement the brand strategy and gradually develop its own brand; Fourth, to actively Chinese clothing items through the market research report on the professional production companies and investment institutions to fully understand the market, raw material supply, marketing methods, effective customers and potential customers with detailed information for the study of competitive market positioning, product features, product pricing, marketing model, sales and business development network provided a basis for decision making. 2009 mainly as a single color throughout the series, which represents black and white double feature, such as hard and soft, history and modern, but also represents the brand's style.
1). Clothing is the first since the formation of reform and opening up the market, it is a low threshold and easy access to the market and as such, it is most likely saturated and the decline of the market while it is clear the requirements of the region, a small town with small town set City, a small village with its small market, large capital cities and it also matches the regulated market
2). According to the survey, modern society, more and more people pay attention to meter. People with the choice of clothing is not only psychological, age, personality related, but also by other factors, see the impact of customer purchasing behavior of consumers by income level, geographic area, ethnic customs, religious beliefs, cultural traditions and social development. and other objective conditions, and also with the individual's age level, education, aesthetic, consumption is closely related to the purpose and other subjective factors.
3) .21-century modern consumer to meet the different tastes of clothing and style.
c. the purchase price of clothing is another important factor. More than half of buyers willing to accept 100 yuan price of clothing.
d. place on the purchase of clothing is concerned, 58.06% and 47.37% of women of men choose to buy in the store.
e. survey shows that people generally believe that clothing is a common problem in the wholesale market incomplete grade of products, product quality, poor sanitary conditions. These problems are urgent problems the apparel market. This also shows that buyers demand continues to increase, they want all in one product grade, high quality, sound financial facilities, comfortable clothing clothing wholesale market purchases.
to understand the whole picture of the current clothing market, providing advanced market development experience and ideas, so that mutual understanding between the market and learn the advanced development model,
Louis Vuitton Outlet, which gradually change, eliminate backward marketing and management. And market development in achieving the guidance, control over development for the industry and provide business decision-making, and promote into the international platform for exchange of domestic trade has played an active role.
With the increase in consumer spending power, in its time of purchase for apparel products are no longer simply considered the basic functions of a certain income in the premise of the demand for work satisfaction, psychological needs, living requirements, and social needs of the demand, the choice to buy better able to show economic strength, the taste of their own brand products is inevitable. With the faster speed of information exchange, consumer brands and fashion needs of consumer groups is almost the same pace. Apparel consumer market is down: consumer demand -> fashionable consumption -> Fashion Consumer -> personal consumption, such a brand from low to high consumer demand, the trajectory of change. Although at this stage, internal regional economic differences, differences in personal income and cultural differences between cities and other factors, resulting in overall apparel consumer market is still uneven performance, but over time, the amount of this difference will be Fast flat.
3, the survey results
1) Gender:
the total number of answers: 100
2) Age:
the total number of respondents: 100
3) can accept the price of clothing:
the total number of respondents: 100
4) is often a place to buy clothes:
the total number of respondents: 100
5) the choice of fabric:
A total number of answers: 100
6) the attitude of online shopping:
the total number of respondents: 100
4, the overall conclusions and recommendations
young: the age of the consumer groups is the most important clothing consumer groups, consumer groups, most clothing purchase frequency, purchase amount of more general groups, which the female population slightly more than men, and China In contrast the proportion of the overall population of men and women. The group has a strong desire to buy, fashion, fashion and individuality, dare to try new things, easy to accept a variety of new brands. A large part of the group impulsive shopping. Is the clothing brand most, the most competitive market segments.
youth: the age of the consumer groups is a major apparel consumer groups, consumer groups, the highest value to purchase a single piece of clothing groups, consumer groups, the group is the most abundant kind of economic base groups, there is a strong desire to buy. However, most of the group's outlook on life and values has been relatively mature, so the style of fashion has its own preferences, of which a considerable number of people have their choice of brands, new markets growing emphasis on individual consumers, emotional, mental grasp of consumers and therefore more and more important and more complex. From the brand and the complex relationship between consumer behavior can be seen that the complexity of brand building, brand building and interaction between consumer behavior and changing relationships. Only a profound understanding of this, to help our brand building and maintenance work process, play a guiding role in consumer behavior.
4). The current idea of a Strong brand can give consumers to bring a psychological impact, motivation to buy the products, and once applied, the better the actual results, and get a better evaluation, word of mouth gradually formed, and then to trust, and strengthen,
Cheap Louis Vuitton Handbags, the effect of emotional resonance , sum up, the face of fierce market competition, consumer behavior is one of the factors of most concern business. For modern enterprises, all of its product development and marketing activities should be based on consumer demand as a basis for entry, only to meet consumer demand to provide product / service is the business development of the Road.
5). Since reform and opening, China's economic development has made great progress. People's living standards have markedly improved, different form of consumer psychology different levels of consumption.
6). consider all clothes to wear is no longer a problem, but people continue to enhance the satisfaction of the current aesthetic and cultural requirements of clothing. Is owned by China with considerable purchasing power and a strong desire to buy a powerful group of consumers needs
7). Innovation is never over the factors of production or a combination of integrated production management system to quickly enhance the power management system. Entrepreneurs or employees is only a manifestation of personal values, but also a business beyond the traditional economic behavior. In the information technology era, innovation is more vitality, and create higher-value business elements. Therefore, we should actively promote the spirit of innovation, along with the times, from people's needs, the only way we can in the market in an invincible position.
2, survey methods
1). the basic situation of the object
consumption structure gradually upgrade. As people's income levels increase, the demand for clothing is no longer stuck in the become more consumer pursuit. Information exchange rate of speed, so that the brand of clothing and fashion followers demand pace close. Apparel consumer market is down: consumer demand - fashion consumption - personal consumption, such a brand from low to high consumer demand, the trajectory of change. Although at this stage, internal regional economic differences, differences in personal income and cultural differences between cities and other factors, led to consumer apparel market as a whole is not balanced status quo,
Christian Louboutin Outlet, but over time, this gap will be gradually reduced.
2). the demand survey
a. modern type of choice in clothing, but also the pursuit of clothing comfort, not to focus only on the trend. Which 63.04 and 65.59 for men's sports and leisure-type women are preferred, and the pursuit of fashion-type clothing for males and females were only 16.3 and 21.51.
b. the style of the first factor for the purchase of clothing men and women each accounted for 33.59% and 43.12%. Quality factor ranked second in 29.58, while living in the last 7.5 places the brand factor. Therefore, manufacturers should pay attention to the design of new models to cater to modern people with different tastes and clothing styles.
c. the purchase price of clothing is another important factor. More than half of buyers willing to accept 100 yuan price of clothing.
d. place on the purchase of clothing is concerned,
Louis Vuitton Outlet, 58.06% and 47.37% of women of men choose to buy in the store.
e. survey shows that people generally believe that clothing is a common problem in the wholesale market incomplete grade of products, product quality, poor sanitary conditions. These problems are urgent problems the apparel market. This also shows that buyers demand continues to increase, they want all in one product grade, high quality, sound financial facilities, comfortable clothing clothing wholesale market purchases.
to understand the whole picture of the current clothing market, providing advanced market development experience and ideas, so that mutual understanding between the market and learn the advanced development model, which gradually change, eliminate backward marketing and management. And market development in achieving the guidance, control over development for the industry and provide business decision-making, and promote into the international platform for exchange of domestic trade has played an active role.
With the increase in consumer spending power, in its time of purchase for apparel products are no longer simply considered the basic functions of a certain income in the premise of the demand for work satisfaction, psychological needs, living requirements, and social needs of the demand, the choice to buy better able to show economic strength, the taste of their own brand products is inevitable. With the faster speed of information exchange, consumer brands and fashion needs of consumer groups is almost the same pace. Apparel consumer market is down: consumer demand -> fashionable consumption -> Fashion Consumer -> personal consumption, such a brand from low to high consumer demand, the trajectory of change. Although at this stage, internal regional economic differences, differences in personal income and cultural differences between cities and other factors, resulting in overall apparel consumer market is still uneven performance, but over time, the amount of this difference will be Fast flat.
3, the survey results
1) Gender:
the total number of answers: 100
2) Age:
the total number of respondents: 100
3) can accept the price of clothing:
the total number of respondents: 100
4) is often a place to buy clothes:
the total number of respondents: 100
5) the choice of fabric:
A total number of answers: 100
6) the attitude of online shopping:
the total number of respondents: 100
4, the overall conclusions and recommendations of Youth: the age of the consumer groups is the most important clothing consumer groups, consumer groups, most clothing purchase frequency, purchase amount of more general groups, which the female population slightly more than men, with the opposite ###### ratio of China's overall population. The group has a strong desire to buy, fashion, fashion and individuality, dare to try new things, easy to accept a variety of new brands. A large part of the group impulsive shopping. Is the clothing brand most, the most competitive market segments.
youth: the age of the consumer groups is a major apparel consumer groups, consumer groups, the highest value to purchase a single piece of clothing groups, consumer groups, the group is the most abundant kind of economic base groups, there is a strong desire to buy. However, most of the group's outlook on life and values has been relatively mature, so the style of fashion has its own preferences, of which a considerable number of people have their own favorite brand, the new
low level of brand acceptance, shopping rational majority.
middle age: the age of the consumer groups successful career, the general desire to buy clothing, but clothing has a certain high-demand (that is, the brand needs).
on the market suitable for the age of the clothing brand, they often have the desire to buy, they can not find suitable clothing brand, especially to meet the age of the serious deficiencies in women's apparel brand, market opportunities than large.
elderly: the desire to buy a lower-age population, the demand for clothing is not very strong. For the age of the clothing brand was basically vacant.
consumer buying behavior by the infiltration level of income, geographic region, ethnic customs, religious beliefs, cultural traditions and social development level of objective conditions, and at the same level with the individual's age, education, aesthetic consumption is closely related to subjective factors such purpose.
three, annex material:
market research program
one purpose of the survey
1, targeting the consumer to understand the middle-aged consumers in clothing purchase motivations, processes and facts.
2, understand the target consumer's media exposure and habits, understanding of the product advertising media selection and advertising effects.
3, analysis of target markets and potential sales opportunities.
4, the market share of competing products and the basic marketing strategy.
5, combined with market research survey was carried out in a scale appropriate promotional activities and brand promotion activities.
Second, to investigate the scope and content
1, the basic definition of Huanggang in the middle-aged person.
2, to understand consumers often buy clothing brand.
3, to understand consumer purchase frequency.
4, to understand consumer awareness of the brand.
5, to understand the consumer price segment.
6, the company's product packaging, price, performance, quality, etc. evaluation.
7, on the brand awareness.
8, about the packaging and store the product without affecting consumers.
9, through what channels to know the product.
10, to understand the basic situation of the consumer.
Third, the survey methodology
1, area: Huanggang
2, the survey: young person
3, survey methods: survey
4, the proportion of survey distribution: male 20, female 80
Fourth, the investigation procedures
Monday, two market research program to write, design market research questionnaire
Wednesday fieldwork
Thursday and Friday and write market survey report summary
five detailed survey methods: interviews
six budget
travel: $ 20 text printing fee: 70 yuan a small gift: $ 50
Total: 140 yuan
seven investigators: Lv Wenting Xu Wenjuan rofin Lei Yongfeng Liu Xiaolin
investigation time :2009.3.9 --2,009 .3.13
Huangzhou market survey
In order to understand Huangzhou
clothing sales market, we develop such a special consumer quiz questions, I hope you take time out from his busy schedule to join with our exchange and communication. Thank you for the support and cooperation,
Louis Vuitton Outlet!
you on the following issues when you think you hit the right place check mark
1. ######: Male ()
Female ()
2. Age: Junior () young () old ()
3. likes the clothing style
a. lovely type b. Type c. neutral d. mature leisure
4. degree of enthusiasm for designer clothes
a. does not matter b. c. like d. especially like the general
5. like what kind of clothing colors
a. bright high purity
b. neutral gray color
c. black and white
6. you can accept the price of clothing
a.100 yuan
b.100 ~ 150 元
c.150 ~ 200 元
d.200 yuan
7. you often buy clothing department stores where a. b. c. general store business street store d.
8. the attitude of your online shopping
a. b. are not interested in the time is ripe to consider very interested in d. c. general
9. in the clothing of the three elements, the greater impact on your purchase is
a. quality b. style c. price
10. your choice of fabric
a. b. chemical c. cotton blend knit d. other e.
11. you often buy clothes in any season
a. New Year's Day Valentine's Day b. c. d. Chinese New Year Chinese New Year fall semester school e. fifty-one f. g. eleven
12. clearance sale will buy the clothes?
a. never b. sometimes c. regular
Thanks again for your active participation in this survey ^ _ ^
to investigate the scope and content
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