老年消费者服装购买习惯研究——以绍兴地区为例

Research on Clothing Consumption Habits of Older Consumer——A Case Study of Shaoxing Region

随着中国进入老龄化社会,老年经济迅速升温,老年服装市场成为蕴含无限商机和发展潜力的亟待开发的"银色领域",老年服装消费呈现出许多新特征。目前,老年服装市场发展存在诸多问题,尤其是对老年服装的消费研究相对滞后,阻碍了老年服装的发展。本文从探究老年人的服装消费购买习惯入手,为企业能够准确地进行老年服装市场定位提供参考依据。通过对绍兴地区老年消费者服装购买习惯的调研发现,老年消费者属于比较理性的消费群体,老年女性消费者有比较高的购买欲望,企业和商家应该根据以上特点进行准确的市场定位,重视产品质量,不断提高服务水平,这样才能在老龄社会中抢得"银发经济"的先机。

With China entering the aging society, fashion design targeting senior citizens is becoming a big challenge as well as a great opportunity; therefore its commercial value and development potential attract apparel enterprises＇ attention. Nowadays, many problems exist in this-field, especially the backwardness in the research of the consuming psychology. This thesis studied the buying habits of elderly clothing consumer, and provided some references for related enterprises making positioning on elderly clothing market. According to the case study of Shaoxing region, senior consumers have a rational view on consumption： elderly female consumers have higher desire to purchase clothing. In order to gain market competitiveness, clothing enterprises should attach importance to product quality and improve service.