安徽省城市网球用品消费者行为的调查分析

Consumer Behavior Analysis for the Tennis Supplies Market in Anhui Province

采用问卷调查法、数理统计法和访谈法,对安徽省部分城市网球用品消费者的基本情况、购买行为和影响因素等进行调查研究,结果表明:消费者主要群体的收入和地位为中高阶层;男性为显耀性动机,女性为求实性消费动机;影响网球运动爱好者选择网球用品的主要因素是价格、品牌、质量、服务。

The investigation has been made for the tennis supplies market in some cities in Anhui province through the questionnaire survey,the math statistics and the interviewing method.It found that the main group of consumers for tennis supplies is belong to the middle class for their higher income and higher social status.As far as the male consumers are concerned,the consumption motivation for the tennis supplies lies in the fame or power,but for the female consumers is for the pragmatic purposes.The factors affecting the consumption behavior of tennis supplies consumers are brand name and quality.