重庆地区童装消费行为调查与分析

Investigation and analysis on consume behavior of children′s wear in Chongqing

研究了重庆地区童装消费行为,选择北碚、江北、沙坪坝、解放碑等4个地区的消费者为调查对象,采用SPSS软件对调查数据进行统计分析.分析结果指出,重庆地区童装消费行为的整体消费水平不高,在图案、款式选择上能很好地结合儿童的心理,价位选择主要依赖于家庭的收入,面料成为童装购买的首要考虑因素,并且消费者还不具备较强的消费保护意识.最后给出了重庆地区童装发展的建议:即结合企业优势发展童装业;注重市场研究和消费者分析;注重企业各环节的相互协作;由重庆或西部品牌向国内知名品牌发展以及政府和协会引导童装产业发展.

The consume behavior of children＇s wear in Chongqing is studied, consumers as investigated target from four areas, BeiBei, JiangBei, ShaPingBa and JieFangBei are selected. SPSS was used to analyze the investigated data. The characteristic of consume behavior of children＇s clothes is proposed,that is, the low consumer level, better contact the children＇s mentality on the select of pattern and style, the select of price depends on the income of the family, material is the most important factor for the purchasing, and the consumer does not have stronger consumption protecting consciousness. Then some suggestions are given to the development of children＇s clothes industry in Chongqing, that is develop the children＇s garment job combining with advantage, attach importance to market research and consumer analysis, reinforce the interactive of each chain, utilize the strength of institute and government association to prove the development of children＇s wear.