基于市场休闲服消费者购买行为及品牌意识的分析

Market-based Research on Leisure Clothing Consumer′s Purchase Behavior and Brand Awareness

为了分析研究休闲服消费者的购买行为、品牌意识,我们对部分地区进行了一次休闲服市场调查。将所得的数据用SPSS统计软件进行统计、分析,通过对休闲服目标群体的消费频率、消费能力、品牌消费意识、品牌购买率及各种品牌广告渠道效果调查分析得出的结论,对休闲服的品牌定位、商品企划等有着重要指导作用。

In order to research the purchase behavior and brand awareness of leisure clothing con- sumer, we processed a leisure clothing market research in some areas. The SPSS statistical sofeware is used to analyze the data got from the research. By analyzing the consumers＇ consume frequency, consume ability, brand awareness, brand purchase frequency and the effectiveness of different advertisements we can get the conclusions which have an important guide effect to the brand orientation and merchandise plan of the leisure clothing brand.