大学生对休闲服装感知质量的分析

Research on the College Students Perceived Quality of Casual Wear

通过对杭州市150名大学生的问卷调查,分析了大学生对休闲服装感知质量的影响因素,结果显示:款式、舒适度、品牌形象、价格、做工、面料、色彩、售后服务等是主要影响因素。因此,休闲服装企业首先要注重产品性能的改善,同时注重塑造良好的品牌形象,并为消费者提供优良的售后服务,消费者对产品的感知质量才能提高,企业才能在市场竞争中立于不败之地。

By surveying 150 university students in Hangzhou, the main factors affecting the students＇ quality perception of casual wear are acquired, and the factors are style, comfort degree, the image of the brand, price, workmanship, fabric, color, service and so on. So the enterprises should firstly focus on the improvement of the products＇ characteristics, and then should pay attention to establishing good image of brand and provide good service to customers. In this way, customers will have a better quality perception of the products, and trust in this brand, which will make the brand develop continuously and win in the market competition.