国内大城市3～6岁儿童家长童装消费行为研究

Research on Children's Clothing Consumption Behavior of Parents of 3～6-Year-Old Children in Domestic Big Cities

以国内代表性城市的3～6岁儿童家长为调研对象,通过问卷调查的方式,对家长的消费行为特征进行研究。通过SPSS分析软件得出:家长最关注童装的做工和款式;常去的购买场所是商场和品牌专卖店;高学历家长对品牌童装的兴趣较大;消费行为受同事、朋友的影响较大;考虑儿童意见;对促销信息较感兴趣等结论。最后就童装企业研发产品和制定营销策略提出了建议。

This paper studies characteristics of consumption behavior of parents through questionnaire survey with parents of 3-6-year-old children in domestic representative cities as the research object; obtains through SPSS analysis software that parents pay most attention on the work and style of children＇s clothing; they often go to shopping malls and brand monopolized shops; parents with a high education level have a greater interest in brand children＇s clothing; their consumption behavior is largely affected by col- leagues and friends; they take children＇s opinions into consideration; and they are interested in promotion information; and finally makes suggestions on R＆D of products and marketing strategies of children＇s clothing enterprises.