武汉市普通高校大学生品牌运动鞋消费现状分析

On the Analysis of the Current Situation of SPorts shoe Consumption of the College Students in Wuhan

本文以武汉市普通高校在校大学生的品牌运动鞋消费状况为研究对象,对武汉市普通高校大学生品牌运动鞋消费现状进行了调查分析。经过调查发现,武汉市普通高校大学生对运动鞋消费存在着如下特点：购买品牌运动鞋的价格定位在200~400元,价格定位与学生经济水平相当;品牌运动鞋消费动机分主要是追求时尚和日常生活需要;对品牌运动鞋消费的信息来源渠道主要电视广告和网络广告;品牌知名度是影响武汉市普通高校大学生选择品牌运动鞋的最重要因素。

This artic take brand sports shoes consumption of college students in Wuhan as the research object and take a investigation on The city of Wuhan University Students brand sports shoes consumption status. According to the survey, college students in Wuhan city has the characteristics of sports shoes consumption like： The purchase price of brand sports shoes ,positioning in the 200--400 yuan,The Price of sports shoe is equivalent to students economic level, The motivation of brand shoes consumption movement is mainly the pursuit of fashion and the need of daily life.